Sales made Simple for Outdoor Living Pros, Landscapers and Hardscapers (formerly Outerspaces) How a Outdoor Living Pro Turned Sales Frustration into Business Control w/ General Pavingstone's, Jon Valenta
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Dec 29, 2025 Join John Valenta, a seasoned residential hardscaping expert and owner of General Paving Stones, as he shares his transformation from commercial landscapes to crafting exquisite patios. He opens up about the challenges of running a small business, including the frustrations of low sales and client indecision. Discover why he believes effective communication is the key to growth and how empowering his team has paved the way for better results. John's journey is packed with insights on balancing craftsmanship and client expectations, all while striving for financial freedom.
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From Family Business To Residential Hardscapes
- John grew up in his father's commercial landscape business, served in the Marines, then returned to take on hardscape projects and eventually launched a residential company.
- He preferred residential work because homeowners appreciated quality and he enjoyed smaller crews and direct client relationships.
Solo Pain Before Stable Crew
- John learned every business role the hard way after leaving his father's company and faced early staff turnover and solo workload pressure.
- He pushed through by working days on jobs and nights on office work until he found reliable employees.
Average Job Value And Site Complexity
- John’s average project sits around $50,000 with occasional much larger jobs up to $185,000.
- Residential hardscapes can be both lucrative and complex depending on site challenges like steep front entrances.