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  • From: <bob AT bidumup.com>
  • To: "'Market Farming'" <market-farming AT lists.ibiblio.org>
  • Subject: RE: [Market-farming] vendor discounts, was My local update
  • Date: Sat, 19 Jul 2003 13:47:23 -0500

Well said Del---------- Be engaging and promote good will are the great
advantages over cookie cutter sales in large chains.
Bob Crowder

-----Original Message-----
From: market-farming-bounces AT lists.ibiblio.org
[mailto:market-farming-bounces AT lists.ibiblio.org]On Behalf Of Del Williams
Sent: Monday, July 14, 2003 10:10 PM
To: Jay Gee; Market Farming
Subject: Re: [Market-farming] vendor discounts, was My local update

I agree with Jay. In my current business, we compete with other local
competitors and I hear it all. Well, so and so is selling "buy one get one
free".

I think they (the competitors) jumped the gun on the market. We have had
major rabbit problems locally and a cold and wet spring. A lot of people
are replacing what they lost. And furthermore, our stuff is superior. Ya
know, sales haven't slowed down one bit except that we quit bringing in new
product. We're just trying to sell out. What we have, generally, is as
good or better than our competition. I'm not gonna back down on price when
so many people drop by and still say, Your plants are so well maintained.

Well, they are and I see to that.

They sure are and I'm not taking a penny less than they are worth. We have
a profit level to maintain. In retail, I know too well the break even
level.

Yep, sure, sometimes, we don't have what the customer wants. I send them to
our competitors. As a matter of fact, I also send them to our wholesalers
who have retail outlets. It's a long drive.

Why? Because, in my opinion, that's good business. Those wholesalers are
handpicked to give us good product. We aren't going to buy at this point in
the season. But I know what they have and I know that our customers are
going to drive a long way to get it. We'll have it next season. Those
customers, overall, will be back. We're local, we're close, our prices are
good and we don't sell bad stock.

Oh, and when they walk in the door of the greenhouse, my question is, What
brought you here today?

Not a yes or no question. Not a, May I help you? question. Just. what
brought you here today?

That opens a whole conversation about their gardening interests. Their
planting interests. and then we get to talk about whether they are planting
North, East, South or West. Shade or sun. Morning or Evening. Color,
intent, and the desire to grow their own. Oh and passion about gardening.

It's all about the customer. Those cheap people who simply want a bargain.
Well, Walmart is 14 minutes away. If they want expertise or even taste in
our fruit/veggie market offerings... I have a few tidbits of temptation to
offer them.

They can't get that at Walmart.

But showing a compassionate attitude for the die hard buyer doesn't do bad
things for your business.

I did that as a market gardener. Sometimes, I didn't have what people
wanted but I knew who did. So I sent them on their way to satisfaction.
They came back to me in the next season. Why ? Because I didn't steer them
wrong.

The truly grand thing about doing small business is that you can build nice
relationships with customers. They trust you because you don't lie to them.
Not about the quality of what you have, not about your potential supply.
Just because, in general, you treat them respectfully.

That is what repeat business is all about. That worked for me in market
gardening and it is working for me in retail annuals and perennials.
Knowledge, honesty, respect.

And when my customers ask, what is your name? I tell them, Del, like Farmer
in the Del.

They smile and they come back. Damn, I ought to be working on commission
for all the repeat sales I get from those folks who remember that Farmer in
the Del, wants them to find what their passions brought them to the store to
buy.

Off my soapbox.

I just love sales. No, I truly enjoy the customer. Even the contrary ones.
It's a grand challenge to show them they haven't come to the wrong place to
find what their gardening hearts desire. They know, I won't steer them
wrong.

Even if, it just means money for me. The fact is, what is good for them is
good for me.

Del



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