Soft Skills Every Sales Arborist Needs

Written by Eric Petersen, CIC

Recently I was reading an article in an insurance magazine written by Kellie Lail (IA Magazine May 2025) that struck deep within me when thinking about sales arborists. All too often trees care companies move veteran arborists into the sales role simply because they’ve been with the company the longest or they understand how long it takes to complete the jobs. Management rarely assesses the individual for their people or sales skills. And worse yet, there are few tree care companies that actually have a plan to develop their sales people, which is why this article stood out to me. 

In the article, the author outlines six crucial soft skills that sales people need to possess to be successful. When reading through these six skills, think about how solid your current sales team is at each and what ways you could support growth in each area.  

1. Active Listening – This is number one for a reason. As professionals, every time a sales arborist goes on a sales call, they probably have predetermined what needs to be done before the customer even opens up their mouth. Seasoned sales arborists likely have created the whole plan in their heads while walking up the driveway to talk to the customer. Obviously experience is a huge benefit to the customer but the sales arborist must be able to actually listen to the customer and not make assumptions on what they want/need. Ask probing questions to try and get at the real reason for the call. For tips on how to dig deeper on a sales call, check out this article. 

2. Empathy – Let’s face it, most of the calls you receive from customers and potential customers revolve around an “issue” they are having with their trees. It may be a real issue for the health of the tree or present a risk to property damage, but sometimes the issue they call about is an easy fix. Regardless of what the issue is, a successful sales arborist will have the ability to empathize with their customer and talk on the emotional level with them. Showing empathy helps the customer feel heard and builds trust immediately between parties. We know people don’t buy services from people they don’t trust so use empathy in the beginning of your sales call to start on the right foot. 

3. Effective Communication – Providing top notch care can be a bit nuanced at times and your customers don’t always understand why you need to do the job the way you need to, so being able to effectively communicate with the customer is vital. Remember they called you to fix an issue for them that they’ve never had before or do not know how to fix it. Being able to directly explain what, when and how your team will resolve their issue is paramount to closing the sale. Effective communication doesn’t stop with the sales call, it must continue throughout the entire customer journey. For more on how to improve the entire customer journey, check out this article.  

4. Problem Solving – certainly being able to diagnose the issue and offer proper recommendations is one of the key skills of sales arborists and probably where most shine. But as we know, many projects have things that come up while the work is being done. The more the sales arborist can discuss potential problems and prepare both the customer  and their team with solutions, the smoother the sales process and better  experience for everyone involved. 

5. Adaptability and Emotional Resilience – A  true sales professional understands that they will be challenged on their proposals from time to time and certainly will hear the word “no” from potential customers. Sometimes it feels like that’s all the sales arborist hears during the day, but it is how they respond to those challenges that defines whether or not they will be successful. Every time a job is lost or a proposal is challenged, the sales arborist needs to have the internal resilience to learn from the experience and move onto the next one. If they are open to learning and growing from missed sales or mistakes they will out perform their sales goals faster than you would imagine. 

6. Attention to Detail – Lastly, it is very important to pay attention to the details when selling tree work. Especially if the sales arborist will not be at the jobsite when the work is being done. Specific notes about the property and work zone, the customer themselves, the neighbors, other trees, etc. should all be clearly detailed so the crew that shows up can fulfill the contract as efficiently as possible. 

How is your sales team with these six soft skills? Hopefully this article either confirms that your sales people have what it takes to be successful or has identified areas that you can help improve to better your whole team. If you’re struggling with training your sales team, reach out to an ArboRisk team member to get started with our Sales and Marketing Thrive Package.  

How Much Should My Tree Care Business Insurance Cost?

Written by Eric Petersen, CIC

As we all know, running a tree care business comes with unique risks; utilizing heavy equipment, working at height, and unpredictable weather conditions all make proper insurance coverage an essential part of doing business. Therefore, I want to address one of the most common questions we get asked by tree care business owners.

How much should I be spending on my business insurance?

A Good Rule of Thumb: 3–5% of Gross Revenue

As a general guideline, tree care companies should expect to spend between 3–5% of their total gross revenue on comprehensive business insurance. This includes essential coverages such as:

• General Liability – Covers third-party injuries and property damage.
• Commercial Property – Protects buildings, office contents, and other physical assets.
• Inland Marine – Insures equipment and tools while in transit or on job sites.
• Business Auto – Covers company vehicles, from pickups to bucket trucks.
• Umbrella Liability – Provides additional liability coverage above primary policies.
• Workers’ Compensation – Covers medical expenses, lost wages, and rehabilitation costs for employees injured on the job, and is typically required by law.

What Impacts Your Premium?

Insurers evaluate many aspects of your business to determine premium rates. Understanding these variables can help you actively manage costs and secure better coverage.

1. Claims History

A clean loss history demonstrates that your company operates safely and responsibly, often resulting in lower premiums. Frequent or severe claims—especially Workers’ Comp or liability claims—can lead to substantial rate increases.

2. Years in Business & Experience

Insurers look favorably on businesses with a track record of safe operations. The more experience your team has, the more confident underwriters feel in providing lower rates for your business.

3. TCIA Accreditation

Accreditation from the Tree Care Industry Association (TCIA) signals a commitment to industry best business and safety practices, which can positively impact your rates across multiple policy lines.

4. Credentials and Designations

If your staff includes Certified Arborists, CTSPs (Certified Treecare Safety Professionals), or other credentialed professionals, it demonstrates a culture of professionalism and safety.

5. Safety Programs

Documented safety protocols, regular crew training, daily job briefings, and participation in formal safety programs can significantly reduce Workers’ Comp and general liability exposures.

6. Vehicles and Equipment

The type, value, and usage of your fleet and machinery affect premiums. Specialty trucks, like grapple crane trucks, chippers, and aerial lifts require tailored coverage and often carry higher insurance costs.

7. Location

Where you operate also has a direct effect on your rates. High-traffic urban areas often come with higher auto and liability premiums. In addition, the legal climate—how likely lawsuits are in your state or city—can significantly influence liability and Workers’ Comp pricing.

8. State Regulations and Local Risk Factors

Insurance companies will also consider weather patterns, terrain, regulatory enforcement, and state-mandated Workers’ Comp rates when evaluating your risk.

Making Insurance Work for You

You’ve probably heard me say that insurance is NOT risk management, but only part of it. Smart tree care business owners understand this and treat insurance as a proactive part of their risk management strategy, not just a line item. Here are a few tips to keep costs in check:

• Work with an agent or broker who specializes in the tree care or green industry.
• Invest in safety training and certifications to improve your risk profile and reduce claims.
• Maintain detailed documentation for inspections, safety meetings, and incident reporting.
• Review your coverage annually as your operations, crew size, or revenue change.

While 3–5% of gross revenue is a solid benchmark for insurance costs in the tree care industry, there’s no one-size-fits-all answer. By understanding what drives your premiums—and taking steps to manage risk and improve safety—you can protect your business, take care of your team, and position yourself for sustainable growth.

If you are struggling with developing a risk management program for your company, please reach out to an ArboRisk team member or sign up for our Thrive New Heights Risk Management Package today!