New World For Retail Growers
ANNUAL PLUGS & SEEDS
NNUAL CUTTINGS & LINERS
Profit With Garden Leaders
PERENNIALS & BARE ROOT
VEGETABLES & HERBS
garden leaders fill
TOUGH TIMES CHECKLIST
COVER THE BASICS FIRST
Begin your checklist with fundamentals. Start the checklist with
some obvious but basic factors that must be addressed to maximize
opportunity in a tight economy
SUPERIOR SERVICE AND ORGANIZATION
Customers want their money’s worth and that includes knowledgeable,
helpful service. Train to insure friendliness, smiles and
courtesy. Employees need to have product knowledge and know
where everything is located. Employees should make sure your
product presentation is fresh and organized every day before
you open for business. Anticipate what customers want. Many
consumers shop with you and avoid mass merchants because
they want better service, selection and quality.
MAXIMIZE PLANT QUALITY
Since your prices will most likely exceed the discount store you
must offer superior quality plants. The certain way to do that
is by offering Garden Leaders. Over time you have developed
habits to buy the same old varieties, but only Garden Leaders
are constantly tested to insure matchless home garden performance.
Tough times warrant you to rethink your variety offering
and bank on Garden Leaders. Times like these call for picking
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etail grower needs
FOR RETAIL GROWERS
OFFER BRAND VALUE
It is well documented that brands connote higher value. Garden
Leaders cost you no more than weaker commodity varieties so you
have the advantage of presenting an unrivaled brand at no extra
cost to you and a BIG advantage to your customers. You are better
off selling a brand variety. There are other very good brands as
well, but they will cost you more and they have no advantage in
Consumers are smart cookies. They recognize it quickly if you present
ME-TOO varieties which have much less value. There are many ways
to differentiate your business…Tough times call for being unique, different
and honest and offering a clear alternative to your competition.
The smartest way to offer a contrasting presentation is with Garden
Leaders. It’s a WIN-WIN for both you and your customers.
DON’T GET CAUGHT WITH YOUR PLANTS DOWN
Have enough product to sell and make a profit. Some retail growers
are cutting back so far that it will be impossible to turn a profit. You
have a lot of year round overhead and costs that require sales and cash
flow. You can’t afford to get caught with your “PLANTS DOWN”!
You need to have enough plants to sell to produce profit. The only
way to come out ahead is to build a profit plan and sell enough. While
Garden Leaders make it possible to sell at a premium we think you
need to build your traffic to make you come out ahead.
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CHECKLIST FOR INCREASING
Since customer store visits are down you need to try to maintain or increase your customer
counts. You need to reach out to potential consumers and entice them to visit your retail location.
Focus your communication efforts on women gardeners. Plan your promotions six months or
a year in advance. Plan ahead to get ideas at trade shows. Consider additional sales avenues
like fund raisers to schools, youth organizations and church groups. As landscaping continues
to expand consider sales of Garden Leaders to landscapers.
DIRECT MAIL & E-MAIL
If you have been collecting customer names and contact information then plan a mailing or two. Direct mail and
E-mail is the most efficient way to communicate if your list is accurate and current. Communicate your exciting
promotions and features. Include a coupon for one of your featured product lines. The coupon could be “?$ off
with a total purchase of ?$”. Or offer a free gift with a purchase.
While advertising can be expensive it can also payout nicely. Choose low cost advertising
media like local newspapers and radio. The goal is to reach women and gardeners. In poor
economic times you should make every effort to sell Garden Leader vegetable plants by
communicating to the unemployed and large families.
Build promotions to build customer interest and excitement. Your promotions can be
simple and inexpensive…
• Gift with purchase: try gifts like a free garden tool, umbrella, or garden gloves with
purchase. At Mothers Day offer a free card with purchase.
• Appeal to customer needs: Promotions can be tied to individual brand lines like Garden
Leader EZ Grow crops and varieties for consumers who want guaranteed success with
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• Coupons: Coupons can also be effective….either in the mail or in store coupons that you
give away when the customer comes in. Retail growers have also had great success with
rainy day coupons.
• Free tickets: If you donate to local sports teams get some free tickets and promote your
• Promote to kids: Sell Garden Leader Monster vegetables and offer a prize or plaque to the
youngster who grows the biggest in each crop.
• Picture contest: Offer a prize to the family who brings in the best picture of their flower or
FEATURE WHATS HOT FOR CUSTOMERS
You have to get attention! Garden Leaders have more features than a film festival. Here are
ideas to feature Garden Leaders to your customers:
• BETTER VALUE: Feature garden tested and the Garden Leader money back guarantee
• VEGETABLES: Feature Garden Leader Tasty vegetable varieties….best garden flavor
• PATIO VEGETABLES: Garden Leader Tasty patio vegetables have better taste, normal size
fruit on genetically dwarf plants bred to perform in containers.
• ORGANIC VEGETABLES: The Grimes Grower Handbook offers a complete selection
• HEIRLOOM VEGETABLES: The Grimes Handbook offers an excellent selection of the
• MINIMUM WORK & EASY TO GROW: The Garden Leader EZ Gro series includes great
growing minimum maintenance varieties that consumers can plant and virtually ignore.
• NEW: You can become the leader in offering new varieties. New varieties always create
excitement. Feature the newest Garden Leader varieties …..there are many every year.
• UNIQUE AND DIFFERENT: Feature plants that customers won’t find anywhere else. Garden
Leaders include some of the most unusual genetics offered on the market. Unique plants usually
sell at a premium price. As discounters cut back on the selection they offer it provides an
opportunity for you to build traffic by featuring a “Strange and unusual” plants department.
• COMING SOON: Be just like the movies…..show pictures of whats coming and promise to
have them first.
G UA RAN
E E D
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INCREASE THE AVERAGE
VALUE IS IN
Your customers will spend more if they believe that you offer strong
value. Feature products like Garden Leaders so that the consumer
knows that she is getting her money’s worth. Use the Garden Leader
guarantee cards to give assurance to your customers.
SET UP SMART
Put your higher margins up front so that customers see and choose them
first. When you set up display new and unique varieties where they will be
seen first……and charge a little more for them. Progressively display lower
margin items further in the back in lower traffic areas.
Yes, displays increase sales. They are worth the extra work. Did
you know that displays influence seventy five percent of consumers?
Use them to decorate and maximize attention to your highest margin
products. When women shop they want to be inspired and tempted.
They also want solutions to their decorating requirements. Add your
own creativity to display building. You can accomplish this with
pre-packaged gift and plant combinations. Displays must be kept fresh
and organized to maximize sales. They need to be changed monthly to
maximize impact and sales revenue.
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MERCHANDISING IS A MUST
All better brands and varieties offer merchandising beginning with
tags and extending through signs, bench tape, decorative packaging
and banners. Tags and labels are like having extra sales people because
SALE PER CUSTOMER VISIT
they directly impact plant purchases. Garden Leaders offer all
of these in an effort to support retail growers. All of the work
has been done for you and the prices are extremely reasonable.
In this case it doesn’t cost a lot to go first class. One effective
way to differentiate your business is to put up merchandising
banners at the entrance to your business. These banners are
always colorful and inviting. They are usually weatherproof
so they can be used for several years. They will also serve
to excite customers on their way in and give them ideas on
what to buy.
RETAIL READY ADD ONS
Retailers have many options to increase their sales by offering
pre-packaged products that customers should buy from you instead
of from somewhere else. For the most part these are impulse sale
products so the sales are generally not planned. Here is a list of
products that should be included in this category: plant food, growing
media, bulbs and bare root, seed packets, ceramic pots/containers,
gardening tools, gloves, miniature plants for indoors and anything that
is related to gardening.
GET ‘EM BACK
Your objective should be to have your customers come back again
and again, this year and next. Offer them superior quality and genetics
like Garden Leaders. All customers need to be given a positive
buying experience. And make sure that they have an “experience”
that they remember and enjoy. Precipitate a return shopping trip by
giving them a coupon good on their next purchase because gardeners
never have enough plants.
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