Eckert AgriMarketing Newsletter

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Do Your Customers Complain About Rocks in Their Shoes?

June 2005

Thanks for taking a few minutes to check the email. I know you are pretty busy out there, and I hope the sales are going really well.

Yesterday, I had one of those magical moments when your hear mom or dad's voice in your head - something they told you a half dozen times - and now, it pays off.

You can read about it in the article below. I think you'll agree that my dad had a great point that will help you in your business too.

Have a great season!

Jane

P.S. If you have one of those favorite family sayings from your grandparents or parents that sometimes ring in your ears - please send them to me. I'm sure there are more lessons to be learned from our elders, and I'd be happy to share them.

Do Your Customers Complain of Rocks In Their Shoes?

Yesterday, I was at our family farm, where we were a tour stop for the Garden Centers of America (GCA) conference, which is being held in St. Louis this week. I learned that the GCA is to the Garden Center industry as NAFDMA (North American Farmers' Direct Marketing Association) is to direct farm marketing.

While most of you know that my family has been in the fruit growing business for well over one-hundred years, you may not know that we just got into the garden center business four years ago. I would say we are still "learning" how to compete in this very competitive business.

In any case, during the CGA visit, I was vividly reminded of something my father often repeated to us as we were growing up. We frequently worked at my father's side in our Country Store, and dad would periodically remind us that a good retail person "listens more than he talks."

So there I was yesterday, greeting the bus participants and welcoming them to our farm. I introduced myself to three gentlemen, and learned they were from several parts of the country. To my surprise, once the older gentleman found out that I was one of the farm owners, he promptly and unabashedly starting telling me everything that was "wrong" with our garden center: the layout, door openings, gift displays, plant placement, tree stakings etc.

Then he pointed to my sandals and said, "Women don't want to walk on gravel to get their plants - they get rocks in their shoes. You need to pave your paths."

My first inner reaction was to build up defenses and to explain to this gentleman that we're still learning and growing and making improvements every year. But I didn't. I listened and nodded my head and thanked him for his comments.

I later learned that this gentleman is a very recognized garden center designer and layout consultant. In other words, he really knows the business and knows what works and what doesn't work. Instead of being critical, I realized, he was truly giving these comments to help us improve.

You know, it is hard to always listen and not talk, but often, you can get your very best feedback if you are just willing to really hear your customers.

Now is the time you are all very busy, selling your summer harvest, but don't ever get too busy to take time to listen.

Ask your customers easy questions. Have you found everything that you wanted today? What could we do to make your shopping easier? Would you let me know how your family liked the corn - maybe drop me an email?

Our customers, and certainly our peers, can often give us spontaneous suggestions that can impact our business. The take home point here is: don't get defensive; just listen.

By the way, do your customers complain of rocks in their shoes?