This concept is thanks to a lecture I heard Tom Oyler  give a while back.  His expertise is mainly in Exterior work, but these thoughts apply to any customer in any market. and for interiorscaping as well. 

What does your client think of when he or she wakes up in the Morning?     Fact is that the Property Manager/Leasing agent for a Hi rise office park has very different concerns than the High End Residential Owner does or the Manager of the 5-Star Hotel, or the Hospital Mgr and so on and so on.

To get a Map to Pleasing the Client, take out a pad of paper or work on your computer.  Divide your Client Base into the various segments and then list their concerns.  Then, and this is the important part, prioritize those concerns by type for each different type of client.

Looking at that list,  you see that for one group Price comes up first and for others it is Image.  Now, both Price and Image are important to each but they fall in different places.  Woe to the businessperson, particularly a service businessperson, who does not understand this.  They might be trying hard to work on the image part when the dollars supercede that by a long shot, or, the other way around.

So, put yourself in their pajamas and figure out what they think about when they wake up in the morning.