The other night I was at a classical guitar concert. I had to slip out at one point. As I was awaiting a break between set pieces to re-enter the auditorium, the man who had organized the event asked me if I was familiar with the guitar repertoire. Not realizing who he was, I replied rather flippantly that I know three CDs worth, the three CDs I own.
Luckily, he was more amused than offended at my lacking enough interest in classical guitar to learn about pieces beyond my CDs.
I’m like this with most things in my life. The hobby stuff that others obsess over, if I don’t own it, or haven’t experienced it personally, I’m clueless. Even gardening.
I’m pretty well acquainted with the Texas-tolerating plants I’ve used over the years. But when I started in the industry, I didn’t even know that hosta was pronounced “hoss-tah” instead of “host -ah.” Hostas melt in Texas. Even after 10 years in the industry, I’m only adequate about plants outside my realm of experience.
Believe me, a lot of your customers are just like me. Just as it takes a lot of incentive to buy a CD featuring someone you don’t know, it takes a leap to try out a new plant. To you, a new plant is exciting. To your customers, it’s a risk.
And, by the way, what you consider a new plant is not the same as what your customer thinks of as a new plant. To them, it’s any plant they’ve not used before.
To them, a new plant means they don’t know how to care for it. How often should it be watered? Sun or shade? And do I have to add mysterious substances to keep it happy? It’s so much easier to reach for the same ol’, same ol’.
There are several proven ways to help these customers try out unfamiliar plants.
Demonstration gardens. One of my local garden centers has perhaps the best demonstration garden I’ve seen, even though it’s across the street from the nursery instead of attached. Weston Gardens took over a 1920s or 1930s estate garden and is slowly restoring it, using only plants it carries (which is not as common as you’d think). It’s a gorgeous garden that draws people in who want something to do in the afternoon. Even more importantly, it’s known as an unofficial test garden. I’ve heard several home gardeners say, “I wonder if this plant works here? I’ll have to go over to Weston to see what it looks like in the garden.” The plants in the garden are signed, and the care information is created by Weston staff rather than the plant supplier. Companies in California or the Carolinas don’t have to deal with what Randy Weston calls the “Texas death-ray sun.”
Employee recommendations. Many people refuse to try anything unfamiliar unless someone else has vetted it. You can’t control what recommendations your customers get from friends and family, but you can supply your own. Obvious rules should apply, like the plant actually will grow in the area. This is an important rule to remember if you have plant gurus on staff. Exciting, new varieties that need coddling are best in the “plant collectors” section, not the staff recommendations. Add photos with the recommendation, since customers will know your employees’ faces better than they do their names.
Make it fashionable. If you see plants featured in consumer magazines or even just in the photo shoot of architectural or home accent magazines, then add those magazine pages to the display. Never underestimate the desire to be fashionable.
Make them feel like they know the plant. If you have plants that you think are great for the area, but they just aren’t moving, then take the time to create a display that introduces the customer and the plant. Play up how it’s used (“The perfect sunny accent for a shady porch”), and hint at that use with how it’s displayed. If containers are involved, then have plenty of containers stocked in the display. Don’t be shy about pointing out where not to use the plant, too. If you have a local soil problem like high acidity, and it does well in that condition, then tell them so. This kind of display will require more signs, but should help move the underperforming gem.
-- Carol
