19TH IMPRESSION with photos - Architectural Plants

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Istarted this business 20 years ago in a fit of pique. I was furious and
perplexed that I couldn’t buy the plants that I’d fallen in love with and
was determined to do something about it. To my mind, these plants all
had something in common - they were highly sculptural and tremendously
green. To quote from our first catalogue : “In the jargon of horticulture,
these are known as 'architectural plants'. Not because they belong in buildings
but because the plants themselves have their own 'architecture' - strong,
sometimes spectacular, shapes which bring a distinctive year-round presence
to a garden.”
In the spring of 1990 we launched ourselves onto an unsuspecting and
bemused British public, without the faintest idea as to whether anyone
else shared our passion for these peculiar plants.
Since then we've discovered, to our relief, that we weren't the only
ones. The business has prospered and we've learned an awful lot
about the plants, how to use them, who buys them and why.
WAS OUR REPUTATION A LOTTERY?
Being new to the industry (previously, I designed and made furniture) I
was soon questioning the fundamental premise behind running a
nursery. Does the accepted business model actually work? Not really. I’d
noticed how customers would say - “I bought some plants off you a year
ago and they’ve all done well so I’m coming back to buy more”. Jolly nice
of them but I feared a misunderstanding. They thought the reason the
plants had done well was because we’re a fine nursery selling fine plants.
Yes indeed but the main reason for the plants’ success is the skill of the
gardener. They were the right plants in the right place and they were
treated well . It wasn’t a giant step to realise the reverse was likely.
“None of the plants I bought have done well, I’m not going back there
again”. Wrong conclusion again. Wrong plants in the wrong place, poorly
treated.
So, with the traditional business model, one is in danger of not being in
control of one’s reputation and that’s a problem that had to be
addressed. How? We decided to attack on two fronts.
1. INFORM WITH GREATER CONFIDENCE
We became bossy. Nice bossy, entertaining bossy, amusing bossy. Not
bitter, twisted and rancorous bossy. Oh no. Can you force a
customer to listen to your advice when they’re quite obviously determined
not to? We used to think not - but we were wrong. With confidence,
emphasis, humour and intelligence we discovered we could.
Here’s my favourite story on the subject : Five years ago I issued an
edict to all sales staff - “Please be extremely circumspect about
selling Italian Cypress (Cupressus sempervirens) - they’re very high
maintenance and have prima donna-ish tendencies and customers must
be warned”. Three years ago a chap came in and was clearly unhappy
about the performance of the two trees that he’d bought since I’d issued
the edict. I launched into my standard rant on the subject, issuing
warnings about all their evil ways and on completion I asked : “But surely
you were told all that when you bought them?” His reply was wonderful,
revealing and incredibly helpful : “Yes. But not like that”. Ah! Be very
confident, be very emphatic, be a little bit mad. It works.
2. DO IT FOR YOU -
GARDEN DESIGN, CONSTRUCTION & MAINTENANCE
We set up a new side of the business where we do it for you - design
your garden, build your garden and, if necessary, maintain your
garden too. In this - the most most heavily revamped catalogue for 20
years - you’ll find an enormous emphasis on this side of our business.
‘Doing it for you’ allows us to create a closer relationship with our
customers which is good. The garden will be more successful, the plants
will be happier, we will be happier and most importantly, you the
customer will be happier.
Angus White
January 2011
THAT LAST PARAGRAPH, TO US, IS THE FUTURE.
Information on the procedure begins on page 19...