August 2020 - 20

DIRTY SECRETS
Who's Afraid of the
Big, Bad, Custom Container
Design Client?
Abundant container design sales are a key tool in your sales arsenal.
By Christina Salwitz
W
hy are we SO timid about charging people for our
hard work? When it comes to custom container
designs, it seems that garden centers often insist
on getting in their own way on this topic, so I'll let you in a
little secret that those " in the know " rely on every year: Any
customer who inquires about custom container gardens is NOT
looking for nor expecting a " deal. "
You are not price gouging anyone; you are not trying to
nickel and dime someone to death. Every season on combo
pots, you are simply the convenient way for them to get a
designer look and skilled planting, as opposed to box store
containers bought from an assembly line operation that,
while very nice, can be found on every third doorstep. Your
garden center is unique, your customer demographic is
unique and your geographic location is unique. No one has a
better opportunity to capitalize on your specific customers
than you.
And if you find resistance to your price quote, politely
refocus the conversation over to the ready-made combos
you have already completed by your custom design staff.
Ironically, they should be about the same pricing as the
20 | LAWN & GARDEN RETAILER | AUGUST 2020
completed quote for the customer in front of you; they're
just ready for " grab and go " purchases.
No other category in the independent garden
center covers more opportunity for sales - and,
more importantly - repeat sales than containers. So,
understanding why abundant container design sales
are a key tool in your sales arsenal is important to
be competitive in the face of fierce competition for a
customer's attention, dollars and loyalty.
What Customers Want
What are customers EAGER to get from us when we sell
them GREAT containers?
1. They want confirmation that they have made GREAT plant
choices.
2. They want to understand HOW they can get better at
choosing, designing, maintaining, etc.
3. They want to be ENTERTAINED with fresh and creative
ideas they can't get at box stores!
4. They want to know more about YOU and feel like they can
count on you for great guidance.
5. They want the privilege of being able to tell their friends
they bought CUSTOM from YOU, allow them!!
When you sell a container (let's say an empty one) most of
the time, you are going to at least try to sell with it:

August 2020

Table of Contents for the Digital Edition of August 2020

August 2020 - 1
August 2020 - 2
August 2020 - 3
August 2020 - 4
August 2020 - 5
August 2020 - 6
August 2020 - 7
August 2020 - 8
August 2020 - 9
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https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-november-december-2022
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https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2021
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https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2020
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https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2019
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