HortWest Magazine, April 2012
B.C. Landscape & Nursery Association Publication April 2012 Top Selling and MARKETING STRATEGIES Sunshine Coast Botanical Garden THRIVES WITH HELP FROM FRIENDS ave the S e! Dat 2012 AprIL 2012 VancouVer conVenTion cenTre (weST) EDITOR Michelle Manson DESIGNER Uniquity Design ADVERTISING Suvan Breen | t. 604.575.3516 HortWest is the newsletter of the BC Landscape & Nursery Association. For further information, contact us at: Suite 102, 5783-176A Street Surrey, BC, Canada V3S 6S6 t. 604.574.7772 | f. 604.574.7773 HortWest is owned by the BC Landscape & Nursery Association, and is published 10 times a year. Views expressed inside do not necessarily reflect the attitudes of the Association, but are those of the writer concerned. Material may not be reprinted from this magazine without consent of the publisher. All advertising and editorial material are to be received one month in advance of mail out date. HortWest is mailed under Canadian Publications Mail Product Sales Agreement N. 0288608. This magazine is printed in Canada by Hemlock Printers. Show: September 19 � 20, 2012 TourS : September 21, 2012 www.canwesthortshow.com For booth space contact suvan breen: email@example.com; 604.575.3516 BCLNA DIRECTORY BARB NELSON Special Events / CanWest Assistant Manager | 604.575.3503 / firstname.lastname@example.org Contact for: CanWest Hort Show, auction, golf tournament, AGM DAVID ADKINS Landscape Industry Development Coordinator | 604.575.3510 / email@example.com Contact for: Landscape issues including standards and bylaws, landscape certification programs, Landscape Awards of Excellence HEDY DYCK Industry Development Manager 604.575.3505 / firstname.lastname@example.org Contact for: Grower & Garden Retail issues and advocacy, Education, Labour and Projects HEIDI HENDERSON Membership Administrator 604.575.3502 / email@example.com Contact for: Membership services, CRM administration (Membee), CanWest registration JOY DEMELO Landscape & Certification Administrator | 604.575.3501 / firstname.lastname@example.org Contact for: certification registration, landscape commodity events and meetings, Landscape Awards of Excellence KAREN DE JONG CanWest Hort Show / Marketing & Communications Manager 604.575.3504 / email@example.com Contact for: CanWest Hort Show, general marketing LESLEY TANNEN Executive Director 604.575.3506 / firstname.lastname@example.org Contact for: Board of Directors MARVYN BROWN Finance Manager 604.575.3507 / email@example.com MICHELLE LINFORD Program Administration Assistant | 604.575.3511 / firstname.lastname@example.org Contact for: Canadian Nursery Certification Institute SUVAN BREEN Sales Associate 604.575.3516 / email@example.com Contact for: HortWest ad sales, CanWest Hort Show booth sales, event sponsorship 2 | HortWest April 2012 Iotron Technologies.indd 1 1/25/11 1:45:05 PM MESSAGE FROM THE PRESIDENT LANDSCAPING: GROWING A PROFESSION Landscaping in BC was at one time a profession with little professional clout. The perception was that virtually anyone interested in manual labour with a love of the outdoors could purchase some tools, equipment, and the right vehicle, and get started in their own landscaping business. As the industry grew, key individuals and groups identified the need for landscaping to be recognized as a profession. Over time they promoted the value of professional attitudes and outcomes to the landscape trade. This included the development of The BC Landscape Standards. What started as a set of ideas has evolved into a world-class document that spells professional standards for landscape installation. Each revision of the Standards has strived to clarify new installation developments, so the landscape will pass the ultimate test--time. As landscapes became far more complex to build and design, a system for identifying and promoting qualified landscapers was needed. The Certified Landscape Professional program was developed to fulfill this need, and further establish the profession. Now, when a city, developer, or homeowner needs a job done well, they can trust that the certified landscaper they hire is committed to the long-term success of their project. To continue this momentum of developing the landscape profession, hiring certified staff, who know industry best practices, is a path that can lead to long term success for you, your client, and your profession. I urge you to use the BCLNA's resources to your advantage. Ensure you and your staff are educated and certified. Sandy Mathies, President B.C. Landscape & Nursery Association BOARD SYNOPSIS MONDAY, MARCH 19, 2012 The BCLNA is working to inform the provincial government about the financial implications regarding the AgriStability program and how to facilitate access to interim payments. The BCLNA, along with the CNLA, has been working hard to inform the industry of boxwood blight by facilitating meetings and educating members on what to be aware of. Recommended best management ON THE COVER: Echinacea and Asters are blooming at the Sunshine Coast Botanical Garden Society. practices for boxwood blight as well as a Certification module are in the process of being developed so industry professionals can be proactive in mitigating risk and identifying potential contamination. With the next provincial election looming in the Spring of 2013, the BCLNA has been highly active in ensuring industry issues are heard by politicians and the provincial Minister of Agriculture. Most recently, BCLNA participated in the March 16th Agri-Food Strategy, and presented educational materials and other BCLNA products to the Minister, and politicians in attendance. HortWest April 2012 | 3 KEEP CURRENT APRIL 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 BCLNA Industry Spring Ski Day www.bclna.com Vancouver Dahlia Society Annual Tuber Sale, VanDusen Botanical Garden info: Evelyn Crawford 604.437.8395 firstname.lastname@example.org BC Common Ground Alliance Breakfast, Sheraton Guildford, Surrey www.commongroundbc.ca Earth Day! www.earthday.ca Planet Day of Service www.planet dayofservice.org 23 24 25 26 27 28 29 30 BCLNA New Members Orientation Meeting www.bclna.com Soils and Urban Trees Conference 2012 UBC www.ufis.ca/soil2012.php MAY 1 2 3 4 11 12 21 JUNE A Growing Affair, UBC Botanical Garden www.botanicalgarden. ubc.ca/growing-affair 5 6 7 8 9 10 13 14 15 16 17 18 19 20 22 23 24 25 26 27 28 29 30 31 Landscape Meeting, East Richmond Nurseries, Richmond www.bclna.com 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 BCLNA Golf Tournament, Redwoods Golf Course, Langley www.bclna.com NEW MEMBERS Final Approval The BCLNA welcomes the following new members as of the March 19, 2012, board meeting: Tentative Approval The following companies will become BCLNA members at the next board meeting unless a member provides a valid reason for not accepting the application: Architek Sustainable Building Products Inc., Ron Schwenger, Vancouver, Associate Colorful Seasons Nursery and Landscape Ltd., Yan Ping Gu & Alex Sin, Richmond, Active Retailer Force of Nature, Gardening For Special Events, Ronya Lake, Saanich, Active Landscaper (Interim) Gemstone Landscape Supply Ltd., Jim Paquette, Surrey, Associate The Grounds Guys � Abbotsford, Chris Draaistra, Abbotsford, Active Landscaper (Interim) Red Bear Services, Jason Robertson, Lytton, Active Landscaper Donela Haynes, Surrey, Student, Kwantlen Polytechnic University Stephan Kropf, Langley, Student, Kwantlen Polytechnic University Shari McGillis, Abbotsford, Student, Kwantlen Polytechnic University 4 | HortWest April 2012 BCLNA NEWS BULLETINS MEMBERS TAKE HOME COVETED AWARDS GREEN FOR LIFE! 2012 BC HOME AND GARDEN SHOW 2012 The BCLNA's consumer publication, Green for Life! is now ready and available to view online. The vibrant 2012 edition includes articles on sustainable gardening, tomato grafting, invasive plants, finding and planting the right tree, garden design, and also features hot new plants for 2012. To view Green for Life! online, go to www.bclna.com and click on the "View Green for Life! Online" button. More than 56,000 individuals visited the BC Home and Garden Show, held at BC Place Stadium in late February. The show was a huge success and was brought to life by garden designs from many BCLNA members who took home some coveted awards. The award for Best Overall went to Horizon Landscape Contractors. Sherilyn Gale, from Beneath Your Feet Landscaping, was awarded Smile of the Day for her radiant smile. The Best Use of Colour award went to Vandenberg's Landscape Design. BCLNA would like to thank Gemstone Masonry & Landscape Supply Ltd. for providing the design, installation and materials for the BCLNA booth, and Art's Nursery for supplying the plant material. Also a big thank you to all the members who volunteered to work the BCLNA booth. We hope to see you all at the 2013 BC Home and Garden Show! 2012 Green for Life publication cover. FRASER VALLEY EQUIPMENT DEMO DAY BCLNA representatives attended the 8th annual Fraser Valley Equipment Demo Day on March 14 at Unwin Park in Surrey. Ten Suppliers with over 20 product lines braved the weather to demo their equipment to over 200 attendees. Landscapers, and individuals from the parks & recreation and forestry sector came for the opportunity to try out the wide array of equipment available. New product lines featured at the Fraser Valley Equipment Demo Day. ARBORICULTURE CONFERENCE A SUCCESS! Over 100 people attended the Women's Arboriculture Conference in Parksville, BC March 21-23. Participants came from all the western provinces, as well as the western US states. There was a wide range of topics covering human interaction, ethnobotany, mycology, tree repair and preventative maintenance, tree selection and more. There were many opportunities for networking and meeting people with different roles in the industry. HortWest April 2012 | 5 INDUSTRY BITS INVASIVE PLANTS By Hedy Dyck The BCLNA has been working to develop a quick and easy way to inform your staff and your customers about the issues regarding invasive plants. There are three main components of this project--two in hard copy and one online learning tool--plus a Voluntary Code of Conduct certificate. The new online learning tool is simple and effective, providing both the story as well additional resources for the interested client or staff member. Check it out on the BCLNA website by clicking on any of the commodity keys and then clicking on `Educational Resources'. Then, link to the `Online Study Course'. It is easy enough to show on your tablet or smartphone, and developed specifically to cover the issues and help you persuade your clients to move to a better choice of plant. Alongside this online tool is a new, full colour brochure `snapshot' outlining optional plants. This will assist your staff to think of alternatives to many common horticultural invasives, and is portable so your staff can have on-hand. The BCLNA has brochures available for distribution to garden retailers and landscapers, or you can download it from the BCLNA website. In cooperation with the BCLNA, and more comprehensive than the `snapshot' above, the Invasive Species Council (formerly the Invasive Plant Council) has just released a new version of the "Grow Me Instead" booklet. This new, colour booklet available for viewing on their website at www.bcinvasives.ca (click on Resources to get to the booklet) highlights 26 of horticulture's most unwanted invasive plants in BC. For each invasive plant, "Grow Me Instead" identifies non-invasive, native and exotic alternatives for a range of growing zones and moisture requirements. Contact email@example.com to order copies or for more information. Members of the ornamental nursery industry also have the option to sign on to a Voluntary Code of Conduct, developed by BCLNA members for use in their place of business. A fillable PDF, you can print in your own company name and then sign it and post it in your place of business. Contact the BCLNA office at firstname.lastname@example.org to get a copy directly from BCLNA; the Code of Conduct form will also be available on the BCLNA website. There are many plants to choose from that provide excellent options to invasive plants, many with better qualities and more appeal, and sometimes a higher profit margin. This project is funded by the Agricultural Environment and Wildlife Fund, under ARDCORP in cooperation with the Investment Agriculture Foundation of BC, the province of BC and the Government of Canada. NURSERY GROWERS WORK COLLABORATIVELY TO ADDRESS THE OUTCOME OF SEVERAL YEARS OF LOW MARGINS The BCLNA is moving ahead to address nursery grower's issues that are being exacerbated in the current bleak economic climate. While the spring season may bring good sales weekends, the past few years of poor sales, coupled with miserable weather in 2011, have put many nursery growers in a cashstrapped position to start the season, when labour and product costs are high. Led by Tim Loewen, BCLNA VP, Gord Mathies from Cannor Nurseries, and Dave Van Belle of Van Belle Nurseries, along with Sandy Mathies, BCLNA President, a presentation was made to the Minister of Agriculture, the Honourable Don McRae in midMarch to look for solutions to the on-going difficulties with the AgriStability program. The Minister has asked his staff to work with industry to develop options for accurately reporting nursery losses to make interim payments more accessible. BCLNA member growers were provided with workshops at the February Growers Meeting, to assist them with strategic planning and learning how to deal with banks to minimize costs and maximize cooperation. Over 40 people attended the meeting in Chilliwack, some starting at noon to work on a benchmarking survey, and then moving through the afternoon workshops and into the regular evening growers meeting for a jam-packed day, just prior to the busy shipping season. 6 | HortWest April 2012 BCLNA RETAILERS PLAN FOR TRIPS AND TRAINING The Retail Advisory Group, led by Leanne Johnson from Gardenworks, and also including Miles Hunter from David Hunter Garden Centers, Rebecca VanderZalm from Art's Nurseries, Michelle Pain from Nurseryland Group, as well as Ed Cassetta from Eddis Wholesale, is working together to organize events well ahead of the off season. This will include a trip to the Seattle area to visit some of the great nurseries and retailers, with a full day of touring and fun for participants. Look for details of this trip coming in the BCLNA Retail Ready E-News, as well as the Friday Files. Other events include training for staff, which will cover dealing with conflicts in the workplace, team building and garden centre retailer issues. BCLNA EXHIBITS PROJECTS FOR BCAC AND IAF C N VENIE ON TLY The BCLNA provided an exhibit of three of its most recent projects at the joint BC Ag Council and Investment Agriculture Foundation of BC Annual General Meetings. Held in Abbotsford, this event showcased several projects to assist the agricultural industry to gain an understanding of the scope and diversity of projects that may be funded. The BCLNA projects showcased were: The Green Roofs Dual Track Research project: This project studies both plant viability on green roofs, as well as studying the beneficial effects of green roofs on minimizing noise pollution by absorbing the noise. Nicolas Rousseau, from the Centre of Architectural Ecology, BCIT School of Construction & the Environment, and Michelle Nakano, from Kwantlen Polytechnic University's School of Horticulture, provided samples of the plants and the green roofs system to attendees. A Proposed Strategy for the Ornamental Nursery Industry: This project, completed in 2010 identifies areas of need and areas of action, guiding the BCLNA Board and its commodity advisory groups and committees to make decisions that will benefit the industry and address the challenges that were laid out in the plan. The `Clean Plants' program, to assist nursery growers to transition from the P. ramorum Certification Program, to the overarching `Clean Plants' program. Over 80 nurseries in BC successfully transitioned to the Clean Plants program, enabling them to be certified for Clean Plants and P. ramorum certification programs concurrently. As of December 31, 2011, in order for nursery growers to participate in the P. ramorum program, they must also participate in the core Clean Plants program We Offer Full Plant Service ...Look for our BIG RED BARN! EAST RICHMOND NURSERIES INC. 18431 Westminster Hwy., Richmond, B.C. V6V 1B1 Ph. 604 278-0976 Fax 604 244-2924 e-mail email@example.com www.erniplants.com HortWest April 2012 | 7 LANDSCAPE CLIPPINGS LANDSCAPE COMMODITY MEETING HIGHLIGHTS BCLNA members had a great time at the Landscape Commodity meeting held in Port Moody's Inlet Theatre on March 14th with our co-sponsors Hino Central and Moody Power Equipment. The evening started at the Moody Power Equipment showroom, where members enjoyed some great deals on their spring tool shopping. Next, Hino brought out the new Hino 195 cab for the landscapers to check out. Back at the Inlet Theatre, members engaged in some networking while enjoying the hearty, homemade-style lasagna and salad provided. Anne Kulla, Landscape Chair, took to the stage to host the evening's presentations. With nine speakers, a comprehensive assortment of industry issues were discussed. � The new Landscape Industry Executive Program, presented by Jeff Foley, provides a learning experience for members who are looking to raise the bar on their professional abilities and skills. Jeff also outlined the concept of the `Planet Day of Service' as a community service that landscapers can become involved in, to promote great gardens and support local groups. � Invasive Plant issues were presented by Lesley Tannen, featuring the new `Grow Me Instead' resource and updated information for landscapers to help their customers choose appropriate plants. � The P. ramorum Certification program has now been rolled into the `Clean Plants' Domestic Phytosanitary Certification Program. Details of the program was presented by Hedy Dyck, outlining the significant costs and effort associated with program implementation including BMP's and audits, borne by participating growers, to minimize the risk of moving pests and diseases through nursery stock. The list of `Clean Plants' certified nurseries can be found on the web at www.cleanplants.ca Lesley Tannen, BCLNA Executive Director, with Andrew McClure, left, and Rob Welsh, right, enjoying the networking at the Landscape Commodity meeting in Port Moody. � The new Boxwood Blight disease, Cylindrocladium buxicola is a new disease recently found in BC that is highly transmittable and quickly defoliates infected boxwood plants. Dave Woodske, the BC Ministry of Agriculture's Nursery Specialist provided samples of infected boxwood stems and leaves, providing details about the disease including transmission. Landscapers were urged to sanitize their equipment when pruning and moving new boxwood plants. � A representative from Coast Eagle Consulting provided information about health and safety as well as regulatory compliance to government standards. The BCLNA Landscape Advisory Group, chaired by Anne Kulla, is working to provide information and training that will help landscapers build their business and help dealing with industry issues. If you have an idea for a future meeting topic, or would like a presentation on a specific issue, contact Anne at firstname.lastname@example.org � Raw materials purchased in advance helps to ensure product consistency and availability. Perfect Growing Media... Every Time Specializing in custom blended growing media for nurseries, greenhouses and rooftops ALL MIXES GO THROUGH A FINAL SCREENING PROCESS BEFORE DELIVERY. 42481 Industrial Way, Chilliwack, B.C. V2R 4H8 Ph 604-823-6688 Fax 604-823-7206 Email email@example.com www.sumasgromedia.ca 8 | HortWest April 2012 Sumas Gro-Media.indd 1 � Multiple computers control the dosing equipment, increasing accuracy and speed. This makes it easier to offer competitively priced products. � Non-invasive mixing equipment protects the structure and consistency of the media. 11/30/09 11:14:40 AM FOCUS ON BOTANICAL GARDENS SUNSHINE COAST GARDEN GROWS By Paddy Wales Up the hill from downtown Sechelt, in an agricultural area squeezed against the forest, a new garden is blossoming. In this hobby farm neighbourhood--turf grass, horse paddocks, ostriches and tiny herds of large cattle--the Sunshine Coast Botanical Garden is settling into the former Murray's Nursery ornamental tree farm. Forty acres of ALR land is a large task for a volunteer non-profit group to manage, but the remnant rows of hornbeam, amur maple, and Himalayan birch proved too alluring to pass up. Three years ago, the SCBG Society raised enough for a down payment and purchased the land, which came with three ponds, a creek with gulley, and run-down farm buildings. Also included was a high water table atop clay, many acres of tangled brush, an elk herd, and stunning meadows. An excellent home! With a saggy economy, finding money has been a challenge in the non-profit sector. So when the federal government offered grants to stimulate the economy, we jumped at the chance to build infrastructure. The SCBG Society received federal, provincial and local grants, and added cash and in-kind donations to make $1.4 million. It boosted employment in our area, but to the Botanical Garden, it was a giant leap forward. Fences, parking lot and drainage ditches were repaired, and farm buildings rebuilt. The new multi-purpose Sparling Pavilion was built overlooking meadows, rows of small conifers and hawthorns, a haze of alders and maples, and a forested mountainside. While the Society was overjoyed, there was still one small problem; cash. Regular cash flow is needed to operate and develop the g arden. We have huge plans and a small, steady income from programs, fundraising events, private donors, and rentals. We couldn't grow enough plants fast enough to make the Sparling Pavilion a venue attractive to brides, or their mothers. The wedding rental business has great potential for cash flow. Our challenge was to create a garden that could be attractive in three seasons, and acceptable in winter. We began begging for plants from growers who were already supplying the Sunshine Coast, recommended to us by the Gibsons and Sechelt garden centres and the landscapers and garden designers helping us design the plantings. Several BCNLA members came to our rescue in a big way. Valleybrook sent us a huge load of Heritage perennials, piggybacked onto the LandWise order. Pepindale's grasses came on the Sunshine Coast Nursery truck. Piroche gave us a generous load of shrubs, delivered with another LandWise order. Volunteers picked up more shrubs from Golden Spruce. We are so very grateful to these communityminded companies. Next, volunteers hauled and prepared soil and lovingly planted everything. We supplemented with a few annuals, and presto! On came the brides and their parties. What a transformation, they exclaimed. When they had booked their receptions, they needed faith. Just in time we swept up the debris. And with a lot of help from our nursery friends, we helped make their big day special. HortWest April 2012 | 9 FOCUS ON BOTANICAL GARDENS Small towns need botanical gardens for all sorts of reasons. On the Sunshine Coast, we offer numerous educational programs for everyone. We grow tons of produce for the Food Bank in our demonstration vegetable garden, and we offer environmental and recreational opportunities galore. At first, the local nurseries were nervous about whether we'd steal business--we do hold a plant sale each year as a fundraiser. Botanical Gardens raise a community's awareness of the value of plants and landscaping. The afternoon after our sale, customers flock to garden centres to find more plants. After all, we are gardeners too, the kind with plant lust. What's next for the Sunshine Coast Botanical Garden? We're working hard on the first phase of a Native Plant Garden with the theme, "Every Plant Tells a Story". A small orchard is pending, as well as a beehive demonstration. We are continuing to develop our landscape from the street to the pavilion, and on to the Native Plant Garden. Will we come begging again? Perhaps. Meanwhile, we'd be honoured to show you this garden-in-the-making. As we're not open every day, please visit us online at www.coastbotanicalgarden.org and email firstname.lastname@example.org to arrange a tour. 10 | HortWest April 2012 RETAIL CONNECTION WINNING THE PRICE WARS: SELL LIKE A SUPERSTAR By Jeffrey Scott In this rocky economy, more companies are selling on price. In turn, price expectations are being pushed downward. To become a Sales Superstar and succeed against the low-ballers and shoppers, you'll need to arm yourself with new and improved sales skills. Here are a few strategies that I guarantee will boost your sales success! "personal" problems that are being caused by the landscape problem. Once you uncover the personal problems, you can then explore the "pain" this is causing your prospective client. When you do this, you help your clients make emotionally motivated (and more satisfying) decisions. Build emotional bonds At the heart of it, people tend to make emotional decisions, even when they use facts to rationalize their choices. Your job is to help your prospective clients realize--from a deep emotional point of view--why they need your company and the solutions you provide. By selling on emotion, you can remove yourself from price competition. This second way is generally more powerful than the first. However, as salespeople, we often focus on the wrong problems. Mistakenly, we focus on the "landscape" problem, instead of focusing on the There are two ways to sell on emotion: Uncover and explore the anticipated pleasure your prospect will gain by hiring you. Uncover and explore the problems your prospect will solve by hiring you. Path to success Shift the conversation from your prospect's landscape problem => to personal problem => to personal pain! 11 | HortWest April 2012 RETAIL CONNECTION Waste less time There are four ways to measure sales success. More sales (of the right kind) Higher sales margins More efficient selling (as measured in a higher closing ratio) More free time -- which you can use to spend with your current customers, your family, or your golf game! When you analyze your sales approach, look for opportunities to improve in all four of these areas. Sun Tzu, the ancient Chinese general and author of the world-famous war strategy book, The Art of War, taught: "The battle is won or lost before your warriors set foot on the battlefield." This applies to all of us who have to travel to make a sales call. You want to make sure you are set up for sales success before you ever step foot on your prospect's property. You can't afford to waste time in this new economy. Instead, arm yourself with the tools and attitude needed to reduce wasted time from bad leads and unnecessary follow-up appointments. (To help you do this, I have developed a Green Light/Red Light Screening System. For a free report on how this works, email me at Jeff@JeffreyScott.biz) Ask the right questions A Sales Superstar is not someone with the gift of gab. Rather it's someone with the gift of listening and asking the right questions. You need your clients to do most of the talking--between 75% and 80% of the time--but you don't want to lose control of the conversation. You maintain control by being the person asking the right questions--think of it like a talk show host interviewing an important guest. The guests are flattered, and yet the conversation is controlled by the effective questioning skills of the host. Don't over-rely on your strengths?! Measure and manage success It is said that, "if you measure it, you can manage and improve it." In sales this means you can improve your success by measuring and holding yourself accountable to certain sales indicators. The problem is that most contractors are so busy chasing leads! They feel too busy to stop, measure, and reflect on how to improve their numbers. At a minimum, you should track your Win (Loss) Ratio. In my experience, many contractors accept far too low of a win ratio. How can you raise the bar on your company? Identify your win ratio and compare your results with other high-achieving companies in our industry. I have found that there is a BIG difference between industry averages and those performing at ABOVE-average levels. In my landscape company we achieved win ratios between 75% and 95% on a consistent basis. Anything is possible, when you see how others are doing it. You have spent your life developing landscape skills in e.g. design, horticulture, disease control, hardscaping, etc. These skills have helped you make sales and win new clients. But they have also helped you lose sales and lose new clients! When people become highly trained, they tend to over-rely on their skill set-- maybe even showing off those skills to new prospects. But a Sales Superstar understands how his/her own strengths can get in the way of building rapport--and get in the way of uncovering the core customer needs. The client does not care how much you know, until they know how much you care (about their issues!) Ask for the sale No matter how good you are at building rapport and showing value, you need to master the process of "asking for the sale." This is difficult for many salespeople, and it is often done incorrectly. Salespeople will put off asking for the sale, and even put off talking about price, for fear of being rejected. But it is in hearing your prospective client's objections that you learn what's at the core of their assumptions and misunderstandings. You can't close a sale until you learn about and address the doubts in your client's mind. Jeffrey Scott, MBA, is a business consultant and author of "The Referral Advantage" and "The Leader's Edge". At age 34 he took over and built his landscape business into a $10 million enterprise. He now facilitates peer groups for landscape business owners who want to transform and profitably grow their business. To learn more visit www.GetTheLeadersEdge.com, email Jeff@jeffreyscott.biz, or call 203-220-8931. HortWest April 2012 | 12 CANWEST SHOW 2012 THE RELEVANCE OF TRADE SHOWS TODAY By Karen De Jong - Ellery Engagement through Meaningful Face-to-Face Communications CanWest Delivers Value to Exhibitors: CanWest delivers the following benefits to exhibitors: � Connect Face-to-Face and In Person With BC's Horticulture Industry: Connect with 2000+ attendees at CanWest. � CanWest Attendees Have Buying Power & Influence: A large percentage of CanWest attendees are owners, managers and supervisors who have buying power and influence. Put yourself out there and let these decisionmakers know why they should do business with you. � Network with Other Industry Professionals: By increasing your profile within BC's green industry, you are keeping your company front of mind with buyers. Mix with industry leaders, learn what your colleagues are up to...this builds buzz and strengthens BC's horticulture industry. � Western Canada's Biggest Event of the Year: CanWest is the single largest horticulture event in BC. Two days. Hundreds of potential customers. All under one roof in beautiful Vancouver. � Comprehensive: Extensive education program includes pre-show workshops and post show industry tours providing a huge draw for delegates. � Successful: Established show of 31 years. Exhibiting companies range from regional business to internationally known companies selling brand name products. � Affordable: There are a variety of booth sizes and prices to match any budget. A standard booth costs just $1,370. No drayage fees. Free forklift service during move-in and move-out. � Introduce New Products: Showcase your new product to 2,000+ potential buyers. � Team Work: The CanWest Show team will help you make your 2012 show experience successful through valuable resources and relevant information. Watch for tips, workshops, articles etc. leading up to the show. � Vancouver--A World class City: The perfect excuse for a working getaway. Grow Your Business at CanWest 2012 Today, people are more connected than ever. The internet provides an unlimited opportunity to interact, idea share, take virtual tours and see demonstrations. Research is done with a keystroke and live chats can go on into the night. Social networking sites like Facebook and Twitter have made it much easier for individuals to connect personally and for business. Trade shows, however, allow people to do one particularly important thing that is impossible to duplicate online. You can meet new customers, existing customers, colleagues and friends face-toface and in person. Marketing experts tell us all that business is personal, and nothing is more personal than a live meeting. And a trade show allows a good sales person to consolidate a lot of personal meetings in a few days that might otherwise require extensive travel over weeks or months. Trade Shows Remain a Vital Tool in Your Marketing Kit. Over the last ten years, our marketing kits have been filled with many new tools. Gone are the days of simply deciding how much money to spend on print ads vs. direct mail and whether to go with a gloss or matte finish on a catalogue. Websites, emarketing, social media, and QR codes are just a few of the new tools in the kit. The challenge has been to determine which tools work best to reach each of your customers. Our role as marketers has become more complicated, and demanding more of our time, as we need to communicate one key message via several mediums in order to reach each segment our our audience. Trade shows, however, continue to be an essential tool in the marketing kit. They provide the opportunity for selling, and strengthening existing business relationships through face-to-face and in-person communications. Include CanWest in your marketing plans this year and connect, face to face with motivated buyers in BC's horticulture industry. Secure your booth now by contacting Suvan Breen at 604.575.3516 or by email at email@example.com. We look forward to seeing you at this year's show! 13 | HortWest April 2012 MEMBER SPOTLIGHT WELCOME BACK! Old customers and new neighbours joined the smiling staff on March 24th at the official opening of the new David Hunter Garden Centers at 2560 West Broadway, in Vancouver. The new store is located just five blocks away from the old location and the renovations have maximized the use of the boutique space. Sharing a parking lot with a White Spot restaurant could be a bonus. Two years ago and after almost a half a century in the Kitsilano area, the Hunters began a long search for a new location. Their many loyal customers are very glad they persevered. The sun shone on everyone and brought in wall-towall traffic. Two tills were going non-stop and the staff seemed to have smiles, knowledge and patience to spare. David Hunter was one of the founding members of the BCLNA. And, while still operating their Surrey location at 72nd Avenue and 152nd Street, son Ron Long-time staffers, Laura, left, and Sonia, right Ron, left, and Miles Hunter, right David Hunter Garden Centers returns for business on West Broadway. acknowledged how hard it had been to close the doors at the old Kits location. But the entrepreneurial gene seems to run true in the Hunter family and at the opening Ron, along with his son, Miles proudly received the many congratulations and hugs. The BCLNA wishes the Hunters well and many sunny weekends! Advertiser 1/3s Customers picking through potted plants in the spacious outdoor nursery section. 14 | HortWest April 2012 Kato.indd 1 10/27/10 2:41:54 PM MARKETPLACE LANDSCAPE SUPPLIES Our Business is Growing Your Business � A Wide Variety of Hardgoods Round & Square Pots, Plug Trays, Nursery Containers and More... Rooted and Unrooted WEST MOW ER RTH NO & SUPPLY SERVICE � SALES � RENTALS � Annuals and Perennials � Custom and Stock Tags � Seeds � Sun Gro Soil Mix and Fertilizer JVK�Western Office o/a Crofton Grower Services 8168 River Way � Delta, BC Ph: 1-800-498-7403 or 604-946-5641 firstname.lastname@example.org � www.crofton.ca Fx: 604-946-0234 � www.jvk.net 604-327-1915 Everything for the Landscape Pro Trimmers, Blowers, Hedgers, Aerators, Spreaders, Edgers, Fertilizer, Tools, Parts & More. Authorized Dealers for: Exmark, Toro, Shindaiwa, Echo, Redmax, Kohler, Kawasaki B&S, Maruyama, Ryan, Stihl, Bluebird and More. 11620 Twigg Place, Richmond � Open: Mon-Fri www.northwestmower.com Crofton2012MarketPlaceAd.indd 1 CLASSIFIEDS for sale Established tree nursery for sale located in Nipawin, SK. Includes all tree inventory and nursery equipment. Contact Morwenna Sutter - Lane Realty Corp. (306) 327-7129. 11/5/11 7:25:51 AM Javo Standard potting machine for sale complete with holders for # 1 pots and conveyor. 3 phase power. Asking $9900.00 in excellent condition. Call Len Smit 604-309-4549 HortWest April 2012 | 15 Improving the landscape. $500 Rebate on 318D & 320D Skid Steers Thanksa Some restrictions apply. See local dealer or visit thanksabillion.ca for details. Offer valid March 1, 2012 � May 31, 2012. For 75 years Brandt has proven we understand your business by providing the most versatile landscaping equipment available today � like the 318D and 320D-Series Skid Steers. Maneuver into tight spots with 100% more front glass, 50% larger top window, and lower side windows for best-in-class visibility. The two-speed transmission provides both the torque for heavy lifting, and speed for faster low-load maneuvering. And, with easy-switching Worksite ProTM Attachments you can make quick work of all your multi-season projects. 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