Go for Gold
What an exciting and inspiring summer we had, watching outstanding athletes compete in the summer Olympics. Who didn’t cheer at the top of their lungs as Michael Phelps won his eighth gold medal and made Olympic history? His victory, however, was not just due to his extraordinary talent and effort, but to the great team he was a part of. Each member of the team was totally focused on their combined goal: to represent the United States to the best of their ability and to win, win, win!
I loved watching all the Olympic sports gymnastics, track and field, basketball, beach volleyball, swimming they were all different but still part of a great U.S. team. Are all the different departments on your team from annuals to perennials, shrubs to hard goods, even accounting and marketing focused on winning gold for your garden center? Do they have the dedication, commitment and knowledge to make it happen?
This spring and summer, I enjoyed traveling around the country visiting garden centers and watching their teams pull together to provide great products, outstanding service and exceptional shopping experiences for their customers. From the North to the South, the East to the West, I saw top-notch efforts to create displays that both inspired and motivated the customer. Displays that tied in colorful pots with equally colorful plants in a way that really grabbed the attention of the customer and inspired those “impulse” sales that are so critical to success. Displays that brought an unexpected bit of whimsy into the equation inviting the customer in for a closer look. All effective in creating that “wow” factor.
Confront the Obstacles Ahead
It is so easy these days to become discouraged. We hear often that the economy is in a downward slump, spending is being cut back and homeowners are thinking twice before taking on landscape and home improvement projects. But just as our Olympic athletes, who work extremely hard throughout training and competition, are dedicated and focused on overcoming obstacles in their path, so are many of our garden center teams.
I saw so many employees working hard to gain more product knowledge so they could better guide the customer to make the right plant choices. And, at several top-performing garden centers, I saw something very exciting: employees who engaged the customer in “projects.” Not just selling a couple of mixed containers, but selling a “great look” for the backyard that included shrubs and trees for the landscape, patio furniture and accessories, and, of course, plants and containers. It was so energizing to see this type of service in action. It is definitely what we need to be doing to pull in and sell to those Gen X and Y customers we are all seeking, new customers who will help grow our businesses and drive us toward gold.
Surprise the Customer
Focusing on the bigger picture for the customer is definitely important, but another effective selling tool is to provide the unexpected. Help your customer see a use for a garden accessory that makes it multifunctional and, therefore, a better value for their spending dollars. Here’s an example: Many of you sell fire pits, a great garden accessory, particularly when creating the desire in our customer’s mind for that cozy and comfy backyard experience as the weather chills.
But how about planting flowers in the fire pit? Show them that it can be an exciting accessory in the garden in the summer months too. Suggest they “heat up summer entertaining” with a sizzle of colorful flowers in reds, oranges, yellows and some great grasses too. I bet you’ll not only sell flowers to customers with fire pits sitting idle, but you will also sell a few more fire pits! The unexpected always creates inspiration.
Deck the Halls with Gold
As we head into the Christmas season, what are you and your team doing to inspire your customers with the unexpected? Great displays can be dramatic, and I have seen some awesome displays in past holiday seasons! But it is often the smaller, unique idea that meets that special gift-giving need that can really boost sales.
Show your customers how to combine poinsettias (a Christmas favorite) with cyclamen for a unique and appealing centerpiece or wreath. Nothing sets off a beautiful red poinsettia better than combining it with pure white cyclamen; add in silvery foliage, and you have Christmas magic! Feature beautiful gift bags with a cyclamen inside by your registers for those “impulse sales,” or try this great idea that I saw at Mahoney’s in Winchester, Mass., on last year’s Garden Centers of America Holiday Tour: Display little Christmas trees in gift bags with small ornaments. This creative idea definitely got everyone’s attention!
Think unique and different this holiday season. Think unexpected and multi-use. And, most importantly, make sure your team is armed with knowledge and is engaged in and committed to your company’s overall goals. You are sure to finish the year out with a “gold medal” performance. Happy holidays!
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