Stop Selling Tree Work: How to Become the Go-To Expert in Your Market

Ash Connelly, Ash Advisory, LLC                                                                                                                               

In a crowded and competitive market, many tree care companies fall into the trap of competing on price, speed, or availability. The root issue is not their sales technique – it’s their positioning.

When companies present themselves as providers of tree work, customers treat them like commodities. But when they position themselves as trusted local experts, they become the first call, not the cheapest option.

This session introduces a practical, industry-specific approach to repositioning your company and your sales team as authorities in your market. It explores how individual salespeople can build their own professional identity within the company, creating stronger client relationships, more trust, and increased long-term value.

Attendees will learn how to shift conversations away from pricing and toward expertise, how to create a consistent “market expert” presence across their team, and how to build a culture where salespeople take ownership of their clients as if they were running their own business.

This is not about scripts or closing techniques. It’s about transforming how your company is perceived and how your team engages with customers at every stage of the relationship.

Speaker Bio:

Connelly, Ash – Ash Advisory, LLC 

Ash Connelly began her professional career in the legal field as a degree holding Paralegal for 12 years. As the vice president and lead sales arborist at Charleston Tree Experts, she developed and oversaw the initiatives that doubled the company size and tripled gross revenue in two years prior to their partnership with SavATree in February, 2024. Ash was the assistant market leader for SavATree’s Charleston Branch until May, 2025. During her 15-month tenure with SavATree she onboarded and trained more than 75% of the branch’s staff, oversaw the sales team, lead a regional women’s affinity group, spoke at five conferences, wrote several articles, hosted many webinars and achieved the Top Sales Award. Ash is now the Founder and Principal Advisor of Ash Advisory, a strategic business and revenue growth company. She is an ISA Certified Arborist, Tree Risk Assessment Qualified and holds many TCIA operational certifications. 

Ash has served on the TCIA Magazine Editorial Advisory Committee, TCIA Women in Tree Care Taskforce, and participated in a TCIA Peer to Peer Group. She routinely hosts webinars, occasionally moderates or sits on industry panel discussions, and regularly presents at industry conferences, including TCI EXPO, TCIA Executive Arborist Workshop, TreesSC and the Nebraska Arborist Association.