Continuing Education @ IGC is the world’s largest dedicated garden center education event, with five brand new tracks dedicated to realizing the highest profitability from your store. We’ll dive into how to set up a Grab & Go container department for year-round sales, with live demos of the hottest combos consumers are craving now; how to use online commerce to build foot traffic and sales at your store; store renovations from Judy Sharpton, who will take you behind the scenes at five garden centers doing it now; tips and tricks that will score tons of TV and radio coverage for your store; and a garden center sales bootcamp that will send you back with the muscle and moves you need to impress Millennials and more. Click here for your IGC “All-Access Pass” that gets you into each and every Continuing Education @ IGC session, plus a free lunch ticket redeemable at any IGC Show food concession and free coffee service each morning. Free Sampler Tuesday - Open To All - In Aon Grand Ballroom Get a taste for IGC Show’s retail education here! Tuesday morning’s Sampler workshop is free and open to all - No “All-Access” Pass required to attend. Join Judy Sharpton as she kicks off the industry’s freshest interactive conference format with case studies of real garden centers that have evolved over time in order to remain profitable. No need to RSVP - come as you are, and pull up a seat. FREE SAMPLER: The Renovation Process: All Of Its Ups & Downs, Fits & Starts Judy Sharpton Tuesday, 9 - 10:30 am - Aon Grand Ballroom    Stay for Grand Opening & Dr. Charles Hall Keynote at 11 am Open to You & Your Staff, No ‘All-Access’ Pass Required! Showing the customer a fresh face and a more convenient shopping experience has proved to be an investment of choice. But the renovation process is longer and more convoluted than many imagine. It involves permitting and planning with a host of outside resources, including land planners, local officials, environmental regulators, architects and contractors. In addition, some choose to bring in a development consultant. During this Continuing Education @ IGC free sampler session, we’ll explore the renovation process in all of its ups and downs, fits and starts. We’ll go behind the scenes at five independent garden centers that are in various stages of the store renovation process. Then, over the next two days, we’ll go on a virtual tour of each of the projects, with important input from the owners and staff who are making them a reality.
It’s Your Continuing Education @ IGC! Grab & Go Container Demos, How to Drive Store Traffic Online, Store Renovations & More
Sharon Hadden Grab & Go container gardens offer the opportunity to add an incremental, high-margin department that encourages increased customer traffic, higher spending and greater customer satisfaction for your garden center. Sharon Hadden heads up the Container Garden Department at Allisonville Garden & Home in Fishers, IN, and she’s ready to show you how. She has transformed the retailer’s Grab & Go offering into a highly successful business model, increasing ready-made container sales by 30 percent to $117,000 last year and boosting efficiency by reducing staff hours in half. Prior to relocating to the United States from the United Kingdom four years ago, she owned a growing company that sold at wholesale and to the consumer public, and studied botanical art at the prestigious Chelsea Physic Garden in London. Sharon Hadden heads up the Container Garden Department at Allisonville Garden & Home in Fishers, IN. She has transformed the retailer’s Grab & Go offering into a highly successful business model, increasing sales by 30 percent and boosting efficiency by reducing staff hours in half. Prior to relocating to the United States from the United Kingdom four years ago, she owned a growing company that sold at wholesale and to the consumer public, and studied botanical art at the prestigious Chelsea Physic Garden in London. Her passion for horticulture extended to her personal garden on the U.K.’s East Coast, despite the climate’s challenges: “Sorry, a rose garden on the clifftop just isn’t going to work,” she muses. These days, Hadden is featured regularly on the local Fox TV affiliate’s morning show, and is an every-issue Grab & Go Correspondent in IGC Magazine. She offers container garden department consultation services to independent garden centers. Let’s Get Started! Setting Up Your Grab & Go Department Wednesday, 11 am – 12 pm  |  Continuing Education Room 2 How should you set up your Grab & Go container garden department so that it operates efficiently and gives your customers what they want? This session offers a broad view of the retail model for selling ready- made containers to register more foot traffic and sales year-round. We’ll look at what space you’ll need for your Grab & Go department, where to position it in your store, product and plant sourcing, staffing needs and seasonal stock rotation strategies that eliminate waste. Uncover the opportunities for cross- department and add-on sales – there are many! You’ll take back an action plan for your garden center that taps the consumer demand for instant pizazz for their outdoor living spaces. Looking Ahead to Keep Your Head: The Importance of Grab & Go Planning Wednesday, 2 – 3 pm  |  Continuing Education Room 2 Timing is everything when it comes to operating a profitable Grab & Go department – without precise planning, you’re likely to pull your hair out, especially in spring. Learn how to develop relationships with your growers and vendors to assure you’re continually stocked to create a wide variety of combinations that change monthly. Container garden “recipe cards” will keep your Grab & Go department running smoothly and efficiently, and will allow you to reach your production targets year- round. Your customers don’t want to see their container gardens at their neighbor’s house – learn how your book of recipes will give them the one-of-a-kind designs they’re looking for and keep them coming back for more. Grab & Go Workshop: Tried-and-True Containers, Plus What’s Trending Now Wednesday, 3:15 – 4:15 pm  |  Continuing Education Room 2 Watch and take notes (and pictures!) as Sharon plants containers using sure bets that will thrive in sun or shade, as well as cutting-edge combinations that play to the hottest trends customers want now. Learn how she works with growers to custom-produce new varieties for Allisonville Garden & Home’s Grab & Go department. Get the recipes for contemporary looks that mix foliage, succulents, veggies, herbs, conifers and more. You’ll learn how to design in proportion and balance using the latest cultivars, as well as cross- plant with product from other departments, during this practical session. Find out what works, and what doesn’t, and how to change up your plans when flexibility is essential. How Do We Make the Most Money with Grab & Go? Thursday, 10:30 – 11:30 am  |  Continuing Education Room 2 First, we’ll start with the numbers, looking in detail at the incremental growth of your Grab & Go department, how to track the numbers through the seasons and where you can realize savings for maximum profit. Then you’ll get tips on promoting the department to your customers inside your store and out in the nursery yard with directional and informational signage. Find out how incentives will bring your customers back each and every season to update their containers. Learn the importance of training your staff to sell your recipes with a free hand that allows for custom changes. You’ll take back ideas for a calendar of events that will promote your Grab & Go department beyond your store walls. Grab & Go Workshop: Winter Containers & Holiday How-Tos Thursday, 11:45 am – 12:45 pm  |  Continuing Education Room 2 The winter holiday season is Sharon’s favorite, when she brings Allisonville Garden & Home’s Grab & Go department inside the store. Gathering around the “Creation Station,” customers love watching winter containers being assembled with the most fluid trends of the year, all with a personal touch. The excitement of the short selling window focuses on speed of production and getting the styles just right – and Sharon will show you how to do it. During this practical demonstration, she will put together winter-season and holiday containers using fresh greens, and share her insider tips for getting the most from your vendors during this most wonderful time of the year. John Kinsella You’ve heard the call to start your online store for years: “You must sell online to stay alive!” Maybe you’ve made atempts at it, but haven’t been happy with the results, or maybe you’ve shelved it as long as you could. Do you know what “Omni-Channel” retailing is all about? You really need to. You’ll learn all about it and more. Now that Amazon’s Plants Store is a reality, there is no more putting it off. Your garden center needs online commerce to remain relevant, especially to the younger generations like Millennials – who, by a large majority, research online before heading to stores to shop in person. If your garden center isn’t represented online, you’re in the danger zone! Don’t miss the opportunity to stand out in your local market. While Amazon drop-ships succulents with Prime two-day delivery, what they aren’t offering – so far, anyway – is the knowledge and guidance your customers value so dearly. Now is the time to make your online presence a strong driver to your brick-and-mortar independent garden center, and this Continuing Education @ IGC track is the perfect place to start or truly improve your early attempts with insights from this expert. John Kinsella is an advisor to retailers in designing and implementing differentiated customer experiences, brand creation and development, and online retail management. In his former position as Managing Director of Terrain, he was responsible for all aspects of the brand strategy development, launch and growth of Urban Outfitters’ garden lifestyle brand, including the customer experience, merchandise assortment, organizational development, real estate, store design operations, direct marketing and public relations. Most recently, John was Vice President, Customer Experience Design at Lowe’s, where he designed and implemented differentiated customer experiences across key online and in-store touchpoints to better achieve and sustain competitive advantages. John has also held executive-level positions at lifestyle brands Williams-Sonoma, Banana Republic and Smith & Hawken, and has provided strategic consulting to more than 50 prominent retail brands, including J. Crew, Anthropologie, Home Depot, Sur La Table, Nike and Harry & David. Beyond Selling on the Web: How to Use Omni-Channel Commerce to Build Your In-Store Sales Wednesday, 11 am – 12 pm |  Continuing Education Room 1 The journey for your customers has changed at light speed in the last five years, morphing from shopping a single channel, your brick-and-mortar store, into an omni-channel voyage of discovery, one that starts on their phone, tablet or computer and winds through the Internet, social media, your online store and your garden center. During this session, you’ll learn how to personalize the shopping experience for your customers all along the way and win their loyalty to your garden center “proper” as well as your online store. More key takeaways to bring back to your store: Find out how to develop online product content that speaks to your current customers and drives new foot traffic to your garden center. Learn how to tap your vendors for product knowledge you can pass along to your customer at your online store. Boost your garden center’s brand image with customer-generated content at your online store.  Their 5-star reviews of your garden center at Google, posts at Facebook about your “darling” succulents, videos of their home projects made possible by you – it’s marketing gold for your garden center. Learn how to use the customer data you already have to target your online store’s content to your base’s interests for amped-up sales online and in your store. Does your POS provide real-time inventory data? Make it searchable at your online store so your customers can find exactly what they’re looking for at your garden center before they walk in the door, or pre-order product before it hits your shelves. Does selling on Amazon make sense for brick-and-mortar garden centers like yours? It does for some, but not others. We’ll break down the “Amazon Factor” during this session, then together we’ll plot a course for your garden center’s long-term profitability in the vast expanse of today’s multi-channel retail marketplace. How to Launch Your Online Store: Narrowing It to the Essentials for Your Budget PART ONE Wednesday, 2 – 3 pm |  Continuing Education Room 1 (Repeats Thursday, 10:30 – 11:30 am) You’re ready for omni-channel commerce, but how “big” should you go? This two-part session keeps it real for independent garden centers, examining in detail the full range of options, then helping you narrow them to work for your specific needs. In part one, we’ll focus on developing your multi-channel strategy, differentiating ways to engage your customers and selecting the right technology to support your vision. Which channels are best? Your website’s online store, mobile, social - what are the best avenues to reach your online store’s sales goals, and what “fluff” can you cross off the list to save money? How can you personalize the omni-channel shopping experience for your customers in the most cost-effective way? We’ll look at the importance of landing pages, product recommendations and promotions, and how they work to build relationships with your customer base at little to no cost to you. Get results from your online merchandising by aligning to your customers’ product preferences and spending patterns. Your POS is a gold mine of information, and we’ll look at how to pan those nuggets. What technology will you need? Learn how to weigh the best options for your sales goals and budget in hardware and software, including e-commerce platforms, data management and order-management systems immediately available to you. What is a realistic, and affordable, timeline from concept to launch? Rome wasn’t built in a day, nor will your online store be open for business in a few days’ time. Find out how to gauge the time required to develop your online store. How to Launch Your Online Store: Narrowing It to the Essentials for Your Budget PART TWO Wednesday, 3:15 – 4:15 pm |  Continuing Education Room 1 (Repeats Thursday, 11:45 am – 12:45 pm) You’re ready for omni-channel commerce, but how “big” should you go? This two-part session keeps it real for independent garden centers, examining in detail the full range of options, then helping you narrow them to work for your specific needs. Part two focuses on the marketing, operational, organizational and financial considerations in running a successful online store. ‘How do we get people to shop our online store?’ Take back strategies for promoting your online store to your brick-and-mortar customers, and learn how to acquire new customers, and higher sales, through your newly expanded market reach. Get a handle on how to manage vendors and maintain profitable inventory levels for your omni- channel commerce portals, and whether buy-online-pick-up-in-store will work for your garden center. How is customer service different than in-store? We’ll look at your customers’ expectations that you’ll respond to them and any concerns they might have immediately, along with product inquiries and returns and exchanges. Order fulfillment and delivery: When should shipping be free, and what tier structure should you put in place when it’s not? This is where Amazon Prime comes into play – we’ll look at how to retail alongside the “Amazon Factor.” How much will it cost once it’s up and running? We’ll look at typical operating expenses of an omni- channel retail presence, along with e-commerce profit and loss standards. Judy Sharpton A strong economy, a robust housing market and ongoing interest in fresh food and local offerings have combined to revitalize our sector. And now we see that Millennials want to nurture houseplants. How much better can it get? Many independent garden centers have determined indeed it does get better - with renovations. Judy Sharpton specializes in on-site consultations on store design, renovation, branding, and product selection and placement exclusively for IGC retailers in the United States and Canada. Judy Sharpton, Owner of Growing Places Marketing, specializes in on-site consultations on store design, renovation, branding, and product selection and placement exclusively for IGC retailers in the United States and Canada. Much of her work has been concentrated in small markets for stores with limited resources but unlimited energy and commitment. Her program focuses on real solutions that deliver results without a bulldozer or bank loan. FREE SAMPLER: The Renovation Process:  All Of Its Ups & Downs, Fits & Starts Tuesday, 9 - 10:30 am - Aon Grand Ballroom      Stay for Grand Opening & Dr. Charles Hall Keynote at 11 am Open to You & Your Staff, No ‘All-Access’ Pass Required! Showing the customer a fresh face and a more convenient shopping experience has proved to be an investment of choice. But the renovation process is longer and more convoluted than many imagine. It involves permitting and planning with a host of outside resources, including land planners, local officials, environmental regulators, architects and contractors. In addition, some choose to bring in a development consultant. During this Continuing Education @ IGC free sampler session, we’ll explore the renovation process in all of its ups and downs, fits and starts. We’ll go behind the scenes at five independent garden centers that are in various stages of the store renovation process. Then, over the next two days, we’ll go on a virtual tour of each of the projects, with important input from the owners and staff who are making them a reality. From Pop-Ups to State-of-the-Art Brick & Mortar: Good Earth’s Trials & Triumphs Wednesday, 11 am – 12 pm  |  Continuing Education Room 3 Good Earth Produce & Garden Center in Augusta, GA, started as a tent on one of the town’s busiest streets. Owner Rick Catts successfully operated pop-up stores selling produce, plants and Christmas trees for years. Then, with trepidation, he made the decision to build a state-of-the-art store, including a climate- controlled building and retail greenhouse. That major transition proved more challenging than anyone could have imagined. Join us to learn how the change impacted Rick personally - and how to weather a complete staff turnover in one year while continuing to turn a profit. Leaf & Petal’s New Custom Build: How Was the Store’s First Spring? Wednesday, 2 – 3 pm  |  Continuing Education Room 3 Leaf & Petal in Birmingham, AL, was already operating three small stores, including two free-standing locations and a third store at the Birmingham Botanical Gardens. Both free-standing locations were repurposed into retail garden centers, bringing many built-in challenges. Then Owner Jamie Pursell decided he wanted a fourth store, bespoke to meet his personal retail expectations. What developed in planning over two years is a sophisticated retail offering with supporting non-garden retail on outparcels. The new store will have been open for its first spring season when you join us in August.  Cramped Space to More Spacious Quarters: Hagan Ace’s Multi-Store Renovation Wednesday, 3:15 – 4:15 pm  |  Continuing Education Room 3 Hagan Ace Hardware operates eight retail locations in Northeastern Florida. Several of its stores include full- service garden shops in the year-round Florida market, and two of the stores are under major renovation. During this session, we’ll look at the “before” and “after” of both renovations as they expand from cramped spaces to more spacious quarters, focusing on each store’s unique market, a settled suburb and a resort community, respectively. East Coast Garden Center Taps Flourishing Housing Market with Expansion & Consolidation Thursday, 10:30 – 11:30 am  |  Continuing Education Room 3 East Coast Garden Center in Millsboro, DE, is a traditional family-owned garden center with landscaping and growing operations. It has flourished with the surrounding housing developments, including a burgeoning 55-plus market. Now, the second generation is coming on to grow both the retail and landscaping sides of the business. To improve the retail presentation, the garden center is undertaking a major renovation focused on an enlarged retail greenhouse and the consolidation of a sales space that currently includes more than 40 individual structures. Two Families Set Up the Next Generations for Success with Major Renovations Thursday, 11:45 am – 12:45 pm  |  Continuing Education Room 3 Continuity over generations is a hallmark of our independent garden center industry. We’ll end our tour of garden center renovations with a look at two families preparing for the future: Cashman Nursery & Landscaping in Bozeman, MT, and Lockwood’s Greenhouses & Nursery in Hamburg, NY. Jerry Cashman will show you the weathered black-and-white catalog that his father used to sell trees for windbreaks on the Montana high plains, where wind is the enemy. Lockwood's is a multigenerational legacy farm, preparing for the next generation. Both retailers are undertaking major renovation projects to create viable operations for their sons, daughters, nieces and nephews. Join me on the final day of the conference to celebrate our IGC industry’s rich history and its bright future. Jeff Crilley Your local media outlets represent a true gold mine to your garden center business, if you know how to play their game. Do you know the “rules?”  And what’s the best part of winning? It won’t cost you a dime for tons of coverage. What will it get you? Brand awareness for your garden center, more foot traffic and sales, for starters. Jeff Crilley has behind-the-scenes media experience; he knows how the media business works - having been part of it! This is “cannot-be-missed” information, only available at IGC Show 2018. During his career, he worked for news stations in cities in the North, Midwest and South, and has appeared on hundreds of national TV news channels and programs. Do you know how to positively deal with local TV and radio stations in your town? Would you like to become that go-to expert on gardening each time there’s a weather extreme, and get tons of coverage  from it?  What about calming the media down when somethiing goes wrong at your store? Bring all your questions! Each attendee will receive a copy of Crilley’s book, Free Publicity: A TV Reporter Shares the Secrets of Getting Covered on the News. Former TV news reporter Jeff Crilley used his 25 years in the business to start the country's first all-journalist PR firm, Real News PR, one of the fastest growing of its kind that represents companies and individuals from coast to coast. During his career, he worked for news stations in cities in the North, Midwest and South, and has appeared on hundreds of national TV news channels and programs, including CNN, CNN Headline News, Fox News, The Discovery Channel, Good Morning America and CBS’ The Early Show. He received dozens of national and regional awards, including an Emmy, National Headliners Award, Edward R. Murrow Award and Thurgood Marshall Award. Become the Gardening Expert In Your Local Media Wednesday, 11 am – 12 pm |  Continuing Education Room 4 Marketing pros know that news interviews are seven times more believable than advertising to your customers. So why not rake in a fortune in media coverage for your garden center by positioning yourself as the gardening expert in your market? You don’t need a high-priced public relations firm to  make it happen – all you need is a telephone and the inside track on the best person to call at your local press. During this session, you’ll learn the best and worst times to contact the media, along with who to call and what to say to land a weekly segment, one that puts your store out front as the go-to for all things gardening. How to Land Your Own Radio Show to Promote Your Store Wednesday, 2 – 3 pm |  Continuing Education Room 4 Being a guest on a radio show is fun, but nothing beats being the host when it comes to generating media coverage for your garden center. Radio stations are always searching for fresh content, and one of their next hit programs could be yours. How do you make it happen? Does the station pay you, or do you pay the station? It all depends on the market and media outlet. Get the inside scoop on negotiating terms with your local radio station to host your own show, and how to grow an audience that’s loyal to your garden center from it. Find out the keys to making your radio show the talk of the town, and how guests can be the key to its financial success. What Should You Do When Your Store Makes the News – In a Bad Way? Wednesday, 3:15 – 4:15 pm |  Continuing Education Room 4 What happens when there are news crews in your parking lot for the wrong reasons – the customer who was bitten by your store cat, or the 12-year-old who dropped a pot on his foot and was rushed to the hospital? You’ve spent years building your garden center’s brand, but if you don’t know how to handle a negative news story, your reputation could be ruined overnight. Learn how to survive a media firestorm, how to make negative stories disappear and why you should never say, “No comment,” to a reporter. Take back tactics to maintain control of the interview, as well as the best way to deal with lawyers. What do you do when the media gets it wrong? Find out here.   You’ll Go Viral with These Guerrilla Tactics for media coverage Thursday, 10:30 – 11:30 am |  Continuing Education Room 4 How can you send the media into a feeding frenzy over your garden center? We live in an age of viral videos and stories that seem to take on a life of their own. You don’t have to bust the budget to get something that puts your garden center in the middle of the action. All you need is a clever idea, and the media will do the rest. Get your creative juices flowing during this session with real-world stories of businesses that became overnight sensations - simply by coming up with the right stunt at the perfect time. What are the factors that make it go viral, and how do you make sure your efforts don’t backfire on your garden center’s reputation? Get the answers here. The Art of the Interview: Maintain Control & Protect Your Store’s ‘Cred’ Thursday, 11:45 am – 12:45 pm |  Continuing Education Room 4 You’ve scored the opportunity for media coverage for your garden center, now what? Being interviewed isn’t something most of us do every day. It takes practice. You have to know the dos and don’ts, especially when it’s live and there are no do-overs. It’s easy to overthink things and appear awkward on the air, but during this session you’ll learn how to stay calm when your heart is racing. Find out how to maintain control over the direction of the interview, and how to talk in powerful sound bites reporters love. Take back the techniques that will guarantee you’re invited back again and again to promote your garden center. Phil Wrzesinski The economy is healthy and consumers are spending again – it’s time to tighten up your sales playbook. This intensive bootcamp tuned in to today’s savvy customer is the perfect place to start.  Phil Wrzesinski is a third-generation independent retailer with 24 years of experience, including his successful tenure heading up his family business, Toy House and Baby Too, named among the 25 best independent stores in America by George Whalin in his book Retail Superstars. Phil Wrzesinski is a third-generation independent retailer with 24 years of experience, including his successful tenure heading up his family business, Toy House and Baby Too, named among the 25 best independent stores in America by George Whalin in his book Retail Superstars. These days, Wrzesinski spends his time teaching retailers around the world the skills necessary to compete in today’s competitive retail climate. He draws upon the sales processes he used that led his small-market store to consistently out- perform industry metrics and become one of the top-volume independent toy stores in the country. The Meet & Greet: Working the First Step to the Sale Wednesday, 11 am – 12 pm |  Continuing Education Room 5 You’ve heard it said: “Your customer doesn’t care how much you know until she knows how much you care.” Learn how to welcome her to your garden center so she sees immediately that your mission is to give her the gardening personal training she needs. During this session, you’ll get the inside scoop on the best greeting ever – and it doesn’t include the words, “Can I help you?” Then learn six ways to get the customer to tell you her name, and why it’s so important. Find out how the art of conversational selling works, and which questions to ask to get the answers that will help you close the sale. Yes, You Can Get More Millennials to Shop Your Garden Center! Wednesday, 2 – 3 pm |  Continuing Education Room 5 In the next two years, spending by Millennials is projected to grow to $1.4 trillion annually and represent 30 percent of total retail sales. What will move them to make your store their go-to for all things green and growing? You’ll find out here. We’ll look at the world from their perspective to gain a better understanding of how to bring them through your doors. Born into a world of overhyped sales pitches and technology at their fingertips, Millennials won’t shop your garden center – until they trust you. This session will unlock eight proven methods to earn that trust. Learn the three things you should never do if you want their long-term loyalty, and what “currencies” will buy credibility for your garden center. You’ll Score the Sale with Assumptive Selling Wednesday, 3:15 – 4:15 pm |  Continuing Education Room 5 People only follow what they’ve already envisioned themselves doing in their own mind. Your job in assumptive selling is to help them visualize their ownership of what you sell at your garden center: “Yes, you need that outdoor dining set – it’s the latest style and will last for years, so it’s a good investment. You’ll enjoy family dinners alfresco for years to come.” Find out how to get your customers into the right frame of mind to purchase, and the mistakes to avoid when discussing features and benefits. You’ll learn the three levels of customers’ thoughts in the purchasing cycle so you close the sale for good. How To Push for the ‘Yes’ - Without Being Pushy Thursday, 10:30 – 11:30 am |  Continuing Education Room 5 Some customers need that extra nudge to get past their objections - yet no one likes a pushy salesperson. This session focuses on the tougher cases of resistant customers, and how to subtly sway them in order to close the sale at your garden center. Once you understand what your customer really means when she says “no,” and respond in a way that isn’t pushy, you’ll have a better chance of turning it into a sale. Learn the best way to handle people who are only shopping your garden center on price. You’ll take back ways to nip objections in the bud and turn around customers’ objections so they say “yes” to the sale. 10 Mistakes that Sideline the Sale – Don’t Let Them Kill Your Mojo! Thursday, 11:45 am – 12:45 pm |  Continuing Education Room 5 You know not to say, “Can I help you?” but what about the other “deal-killer” phrases? We’ll explore the common mistakes and missteps garden center salespeople make each day that instantly kill the sale. You’ll learn how to recognize and adapt to different types of customers, and why it’s important to do so in keeping the sales process alive. Take back new ways to lead each and every customer who walks in your door toward the sale. Step back for a view of the cultural differences among your customers, and personalize your sales message to appeal to every individual. You’ll learn how here.
How To Profit Year-Round with Grab & Go Containers Using Online Commerce to Build Store Foot Traffic & Sales Store Renovations as a Sign of Industry Development Sales Bootcamp for Your Garden Center’s Bottom Line Learn How to Play the Local TV & Radio Media ‘Game’ andWin Tons of Coverage for Your Garden Center!
 5 sessions by this speaker, over 2 days! Attend all, or ‘mix and match’ with other speakers' tracks!
 5 sessions by this speaker, over 2 days! Attend all, or ‘mix and match’ with other speakers' tracks!
 5 sessions by this speaker, over 2 days! Attend all, or ‘mix and match’ with other speakers' tracks!
 5 sessions by this speaker, over 2 days! Attend all, or ‘mix and match’ with other speakers' tracks!
 5 sessions by this speaker, over 2 days! Attend all, or ‘mix and match’ with other speakers' tracks!
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It’s Your Continuing Education @ IGC! Grab & Go Container Demos, How to Drive Store Traffic Online, Store Renovations & More
Continuing Education @ IGC is the world’s largest dedicated garden center education event, with five brand new tracks dedicated to realizing the highest profitability from your store. We’ll dive into how to set up a Grab & Go container department for year- round sales, with live demos of the hottest combos consumers are craving now; how to use online commerce to build foot traffic and sales at your store; store renovations from Judy Sharpton, who will take you behind the scenes at five garden centers doing it now; tips and tricks that will score TV and radio publicity for your store; and a garden center sales bootcamp that will send you back with the muscle and moves you need to impress Millennials and more. Click here for your IGC “All-Access Pass” that gets you into each and every Continuing Education @ IGC session, plus a free lunch ticket redeemable at any IGC Show food concession and free coffee service each morning. Free Sampler Tuesday - Open To All - In Aon Grand Ballroom Get a taste for IGC Show’s retail education here! Tuesday morning’s Sampler workshop is free and open to all - No “All-Access” Pass required to attend. Join Judy Sharpton as she kicks off the industry’s freshest interactive conference format with case studies of real garden centers that have evolved over time in order to remain profitable. No need to RSVP - come as you are, and pull up a seat. FREE SAMPLER: The Renovation Process: All Of Its Ups & Downs, Fits & Starts Judy Sharpton Tuesday, 9 - 10:30 am - Aon Grand Ballroom    Stay for Grand Opening & Dr. Charles Hall Keynote at 11 am Open to You & Your Staff, No ‘All- Access’ Pass Required! Showing the customer a fresh face and a more convenient shopping experience has proved to be an investment of choice. But the renovation process is longer and more convoluted than many imagine. It involves permitting and planning with a host of outside resources, including land planners, local officials, environmental regulators, architects and contractors. In addition, some choose to bring in a development consultant. During this Continuing Education @ IGC free sampler session, we’ll explore the renovation process in all of its ups and downs, fits and starts. We’ll go behind the scenes at five independent garden centers that are in various stages of the store renovation process. Then, over the next two days, we’ll go on a virtual tour of each of the projects, with important input from the owners and staff who are making them a reality. Sharon Hadden Grab & Go container gardens offer the opportunity to add an incremental, high- margin department that encourages increased customer traffic, higher spending and greater customer satisfaction for your garden center. Sharon Hadden heads up the Container Garden Department at Allisonville Garden & Home in Fishers, IN, and she’s ready to show you how. She has transformed the retailer’s Grab & Go offering into a highly successful business model, increasing ready-made container sales by 30 percent to $117,000 last year and boosting efficiency by reducing staff hours in half. Prior to relocating to the United States from the United Kingdom four years ago, she owned a growing company that sold at wholesale and to the consumer public, and studied botanical art at the prestigious Chelsea Physic Garden in London. Sharon Hadden heads up the Container Garden Department at Allisonville Garden & Home in Fishers, IN. She has transformed the retailer’s Grab & Go offering into a highly successful business model, increasing sales by 30 percent and boosting efficiency by reducing staff hours in half. Prior to relocating to the United States from the United Kingdom four years ago, she owned a growing company that sold at wholesale and to the consumer public, and studied botanical art at the prestigious Chelsea Physic Garden in London. Her passion for horticulture extended to her personal garden on the U.K.’s East Coast, despite the climate’s challenges: “Sorry, a rose garden on the clifftop just isn’t going to work,” she muses. These days, Hadden is featured regularly on the local Fox TV affiliate’s morning show, and is an every- issue Grab & Go Correspondent in IGC Magazine. She offers container garden department consultation services to independent garden centers. Let’s Get Started! Setting Up Your Grab & Go Department Wednesday, 11 am – 12 pm  |  Continuing Education Room 2 How should you set up your Grab & Go container garden department so that it operates efficiently and gives your customers what they want? This session offers a broad view of the retail model for selling ready-made containers to register more foot traffic and sales year-round. We’ll look at what space you’ll need for your Grab & Go department, where to position it in your store, product and plant sourcing, staffing needs and seasonal stock rotation strategies that eliminate waste. Uncover the opportunities for cross-department and add-on sales – there are many! You’ll take back an action plan for your garden center that taps the consumer demand for instant pizazz for their outdoor living spaces. Looking Ahead to Keep Your Head: The Importance of Grab & Go Planning Wednesday, 2 – 3 pm  |  Continuing Education Room 2 Timing is everything when it comes to operating a profitable Grab & Go department – without precise planning, you’re likely to pull your hair out, especially in spring. Learn how to develop relationships with your growers and vendors to assure you’re continually stocked to create a wide variety of combinations that change monthly. Container garden “recipe cards” will keep your Grab & Go department running smoothly and efficiently, and will allow you to reach your production targets year-round. Your customers don’t want to see their container gardens at their neighbor’s house – learn how your book of recipes will give them the one-of-a- kind designs they’re looking for and keep them coming back for more. Grab & Go Workshop: Tried- and-True Containers, Plus What’s Trending Now Wednesday, 3:15 – 4:15 pm  |  Continuing Education Room 2 Watch and take notes (and pictures!) as Sharon plants containers using sure bets that will thrive in sun or shade, as well as cutting-edge combinations that play to the hottest trends customers want now. Learn how she works with growers to custom-produce new varieties for Allisonville Garden & Home’s Grab & Go department. Get the recipes for contemporary looks that mix foliage, succulents, veggies, herbs, conifers and more. You’ll learn how to design in proportion and balance using the latest cultivars, as well as cross-plant with product from other departments, during this practical session. Find out what works, and what doesn’t, and how to change up your plans when flexibility is essential. How Do We Make the Most Money with Grab & Go? Thursday, 10:30 – 11:30 am  |  Continuing Education Room 2 First, we’ll start with the numbers,  looking in detail at the incremental growth of your Grab & Go department, how to track the numbers through the seasons and where you can realize savings for maximum profit. Then you’ll get tips on promoting the department to your customers inside your store and out in the nursery yard with directional and informational signage. Find out how incentives will bring your customers back each and every season to update their containers. Learn the importance of training your staff to sell your recipes with a free hand that allows for custom changes. You’ll take back ideas for a calendar of events that will promote your Grab & Go department beyond your store walls. Grab & Go Workshop: Winter Containers & Holiday How- Tos Thursday, 11:45 am – 12:45 pm  |  Continuing Education Room 2 The winter holiday season is Sharon’s favorite, when she brings Allisonville Garden & Home’s Grab & Go department inside the store. Gathering around the “Creation Station,” customers love watching winter containers being assembled with the most fluid trends of the year, all with a personal touch. The excitement of the short selling window focuses on speed of production and getting the styles just right – and Sharon will show you how to do it. During this practical demonstration, she will put together winter-season and holiday containers using fresh greens, and share her insider tips for getting the most from your vendors during this most wonderful time of the year. John Kinsella You’ve heard the call to start your online store for years: “You must sell online to stay alive!” Maybe you’ve made atempts at it, but haven’t been happy with the results, or maybe you’ve shelved it as long as you could. Do you know what “Omni-Channel” retailing is all about? You really need to. You’ll learn all about it and more. Now that Amazon’s Plants Store is a reality, there is no more putting it off. Your garden center needs online commerce to remain relevant, especially to the younger generations like Millennials – who, by a large majority, research online before heading to stores to shop in person. If your garden center isn’t represented online, you’re in the danger zone! Don’t miss the opportunity to stand out in your local market. While Amazon drop-ships succulents with Prime two-day delivery, what they aren’t offering – so far, anyway – is the knowledge and guidance your customers value so dearly. Now is the time to make your online presence a strong driver to your brick-and-mortar independent garden center, and this Continuing Education @ IGC track is the perfect place to start or truly improve your early attempts with insights from this expert. John Kinsella is an advisor to retailers in designing and implementing differentiated customer experiences, brand creation and development, and online retail management. In his former position as Managing Director of Terrain, he was responsible for all aspects of the brand strategy development, launch and growth of Urban Outfitters’ garden lifestyle brand, including the customer experience, merchandise assortment, organizational development, real estate, store design operations, direct marketing and public relations. Most recently, John was Vice President, Customer Experience Design at Lowe’s, where he designed and implemented differentiated customer experiences across key online and in- store touchpoints to better achieve and sustain competitive advantages. John has also held executive-level positions at lifestyle brands Williams-Sonoma, Banana Republic and Smith & Hawken, and has provided strategic consulting to more than 50 prominent retail brands, including J. Crew, Anthropologie, Home Depot, Sur La Table, Nike and Harry & David. Beyond Selling on the Web: How to Use Omni-Channel Commerce to Build Your In-Store Sales Wednesday, 11 am – 12 pm |  Continuing Education Room 1 The journey for your customers has changed at light speed in the last five years, morphing from shopping a single channel, your brick-and-mortar store, into an omni-channel voyage of discovery, one that starts on their phone, tablet or computer and winds through the Internet, social media, your online store and your garden center. During this session, you’ll learn how to personalize the shopping experience for your customers all along the way and win their loyalty to your garden center “proper” as well as your online store. More key takeaways to bring back to your store: Find out how to develop online product content that speaks to your current customers and drives new foot traffic to your garden center. Learn how to tap your vendors for product knowledge you can pass along to your customer at your online store. Boost your garden center’s brand image with customer- generated content at your online store. Their 5-star reviews of your garden center at Google, posts at Facebook about your “darling” succulents, videos of their home projects made possible by you – it’s marketing gold for your garden center. Learn how to use the customer data you already have to target your online store’s content to your base’s interests for amped- up sales online and in your store. Does your POS provide real-time inventory data? Make it searchable at your online store so your customers can find exactly what they’re looking for at your garden center before they walk in the door, or pre-order product before it hits your shelves. Does selling on Amazon make sense for brick-and-mortar garden centers like yours? It does for some, but not others. We’ll break down the “Amazon Factor” during this session, then together we’ll plot a course for your garden center’s long-term profitability in the vast expanse of today’s multi-channel retail marketplace. How to Launch Your Online Store: Narrowing It to the Essentials for Your Budget PART ONE Wednesday, 2 – 3 pm |  Continuing Education Room 1 (Repeats Thursday, 10:30 – 11:30 am) You’re ready for omni-channel commerce, but how “big” should you go? This two-part session keeps it real for independent garden centers, examining in detail the full range of options, then helping you narrow them to work for your specific needs. In part one, we’ll focus on developing your multi- channel strategy, differentiating ways to engage your customers and selecting the right technology to support your vision. Which channels are best? Your website’s online store, mobile, social - what are the best avenues to reach your online store’s sales goals, and what “fluff” can you cross off the list to save money? How can you personalize the omni-channel shopping experience for your customers in the most cost-effective way?  We’ll look at the importance of landing pages, product recommendations and promotions, and how they work to build relationships with your customer base at little to no cost to you. Get results from your online merchandising by aligning to your customers’ product preferences and spending patterns. Your POS is a gold mine of information, and we’ll look at how to pan those nuggets. What technology will you need?  Learn how to weigh the best options for your sales goals and budget in hardware and software, including e-commerce platforms, data management and order- management systems immediately available to you. What is a realistic, and affordable, timeline from concept to launch? Rome wasn’t built in a day, nor will your online store be open for business in a few days’ time. Find out how to gauge the time required to develop your online store. How to Launch Your Online Store: Narrowing It to the Essentials for Your Budget PART TWO Wednesday, 3:15 – 4:15 pm |  Continuing Education Room 1 (Repeats Thursday, 11:45 am – 12:45 pm) You’re ready for omni-channel commerce, but how “big” should you go? This two-part session keeps it real for independent garden centers, examining in detail the full range of options, then helping you narrow them to work for your specific needs. Part two focuses on the marketing, operational, organizational and financial considerations in running a successful online store. ‘How do we get people to shop our online store?’ Take back strategies for promoting your online store to your brick-and- mortar customers, and learn how to acquire new customers, and higher sales, through your newly expanded market reach. Get a handle on how to manage vendors and maintain profitable inventory levels for your omni-channel commerce portals, and whether buy-online- pick-up-in-store will work for your garden center. How is customer service different than in-store? We’ll look at your customers’ expectations that you’ll respond to them and any concerns they might have immediately, along with product inquiries and returns and exchanges. Order fulfillment and delivery: When should shipping be free, and what tier structure should you put in place when it’s not? This is where Amazon Prime comes into play – we’ll look at how to retail alongside the “Amazon Factor.” How much will it cost once it’s up and running? We’ll look at typical operating expenses of an omni-channel retail presence, along with e-commerce profit and loss standards. Judy Sharpton A strong economy, a robust housing market and ongoing interest in fresh food and local offerings have combined to revitalize our sector. And now we see that Millennials want to nurture houseplants. How much better can it get? Many independent garden centers have determined indeed it does get better - with renovations. Judy Sharpton specializes in on-site consultations on store design, renovation, branding, and product selection and placement exclusively for IGC retailers in the United States and Canada. Judy Sharpton, Owner of Growing Places Marketing, specializes in on-site consultations on store design, renovation, branding, and product selection and placement exclusively for IGC retailers in the United States and Canada. Much of her work has been concentrated in small markets for stores with limited resources but unlimited energy and commitment. Her program focuses on real solutions that deliver results without a bulldozer or bank loan. FREE SAMPLER: The Renovation Process: All Of Its Ups & Downs, Fits & Starts Tuesday, 9 - 10:30 am - Aon Grand Ballroom      Stay for Grand Opening & Dr. Charles Hall Keynote at 11 am Open to You & Your Staff, No ‘All-Access’ Pass Required! Showing the customer a fresh face and a more convenient shopping experience has proved to be an investment of choice. But the renovation process is longer and more convoluted than many imagine. It involves permitting and planning with a host of outside resources, including land planners, local officials, environmental regulators, architects and contractors. In addition, some choose to bring in a development consultant. During this Continuing Education @ IGC free sampler session, we’ll explore the renovation process in all of its ups and downs, fits and starts. We’ll go behind the scenes at five independent garden centers that are in various stages of the store renovation process. Then, over the next two days, we’ll go on a virtual tour of each of the projects, with important input from the owners and staff who are making them a reality. From Pop-Ups to State-of- the-Art Brick & Mortar: Good Earth’s Trials & Triumphs Wednesday, 11 am – 12 pm  |  Continuing Education Room 3 Good Earth Produce & Garden Center in Augusta, GA, started as a tent on one of the town’s busiest streets. Owner Rick Catts successfully operated pop-up stores selling produce, plants and Christmas trees for years. Then, with trepidation, he made the decision to build a state-of-the-art store, including a climate-controlled building and retail greenhouse. That major transition proved more challenging than anyone could have imagined. Join us to learn how the change impacted Rick personally - and how to weather a complete staff turnover in one year while continuing to turn a profit. Leaf & Petal’s New Custom Build: How Was the Store’s First Spring? Wednesday, 2 – 3 pm  |  Continuing Education Room 3 Leaf & Petal in Birmingham, AL, was already operating three small stores, including two free-standing locations and a third store at the Birmingham Botanical Gardens. Both free-standing locations were repurposed into retail garden centers, bringing many built-in challenges. Then Owner Jamie Pursell decided he wanted a fourth store, bespoke to meet his personal retail expectations. What developed in planning over two years is a  sophisticated retail offering with supporting non-garden retail on outparcels. The new store will have been open for its first spring season when you join us in August.  Cramped Space to More Spacious Quarters: Hagan Ace’s Multi-Store Renovation Wednesday, 3:15 – 4:15 pm  |  Continuing Education Room 3 Hagan Ace Hardware operates eight retail locations in Northeastern Florida. Several of its stores include full-service garden shops in the year-round Florida market, and two of the stores are under major renovation. During this session, we’ll look at the “before” and “after” of both renovations as they expand from cramped spaces to more spacious quarters, focusing on each store’s unique market, a settled suburb and a resort community, respectively. East Coast Garden Center Taps Flourishing Housing Market with Expansion & Consolidation Thursday, 10:30 – 11:30 am  |  Continuing Education Room 3 East Coast Garden Center in Millsboro, DE, is a traditional family-owned garden center with landscaping and growing operations. It has flourished with the surrounding housing developments, including a burgeoning 55-plus market. Now, the second generation is coming on to grow both the retail and landscaping sides of the business. To improve the retail presentation, the garden center is undertaking a major renovation focused on an enlarged retail greenhouse and the consolidation of a sales space that currently includes more than 40 individual structures. Two Families Set Up the Next Generations for Success with Major Renovations Thursday, 11:45 am – 12:45 pm  |  Continuing Education Room 3 Continuity over generations is a hallmark of our independent garden center industry. We’ll end our tour of garden center renovations with a look at two families preparing for the future: Cashman Nursery & Landscaping in Bozeman, MT, and Lockwood’s Greenhouses & Nursery in Hamburg, NY. Jerry Cashman will show you the weathered black-and-white catalog that his father used to sell trees for windbreaks on the Montana high plains, where wind is the enemy. Lockwood's is a multigenerational legacy farm, preparing for the next generation. Both retailers are undertaking major renovation projects to create viable operations for their sons, daughters, nieces and nephews. Join me on the final day of the conference to celebrate our IGC industry’s rich history and its bright future. Jeff Crilley Your local media outlets represent a true gold mine to your garden center business, if you know how to play their game. Do you know the “rules?”  And what’s the best part of winning? It won’t cost you a dime for tons of coverage. What will this publicity get you? Brand awareness for your garden center, more foot traffic and sales, for starters. Jeff Crilley has behind-the- scenes media experience; he knows how the media business works - having been part of it!  This is “cannot-be-missed” information, only available at the 2018 IGC Show. During his career, he worked for news stations in cities in the North, Midwest and South, and has appeared on hundreds of national TV news channels and programs. Do you know how to positively deal with local TV and radio stations in your town? Would you like to become that go-to expert on gardening each time there’s a weather extreme, and get tons of publicity from it?  What about calming the media down when somethiing goes wrong at your store? Bring all your questions! Each attendee will receive a copy of Crilley’s book, Free Publicity: A TV Reporter Shares the Secrets of Getting Covered on the News. Former TV news reporter Jeff Crilley used his 25 years in the business to start the country's first all-journalist PR firm, Real News PR, one of the fastest growing of its kind that represents companies and individuals from coast to coast. During his career, he worked for news stations in cities in the North, Midwest and South, and has appeared on hundreds of national TV news channels and programs, including CNN, CNN Headline News, Fox News, The Discovery Channel, Good Morning America and CBS’ The Early Show. He received dozens of national and regional awards, including an Emmy, National Headliners Award, Edward R. Murrow Award and Thurgood Marshall Award. Become the Gardening Expert In Your Local Media Wednesday, 11 am – 12 pm |  Continuing Education Room 4 Marketing pros know that news interviews are seven times more believable than advertising to your customers. So why not rake in a fortune in free publicity for your garden center by positioning yourself as the gardening expert in your market? You don’t need a high- priced public relations firm to make it happen – all you need is a telephone and the inside track on the best person to call at your local press. During this session, you’ll learn the best and worst times to contact the media, along with who to call and what to say to land a weekly segment, one that puts your store out front as the go-to for all things gardening. How to Land Your Own Radio Show to Promote Your Store Wednesday, 2 – 3 pm |  Continuing Education Room 4 Being a guest on a radio show is fun, but nothing beats being the host when it comes to generating free publicity for your garden center. Radio stations are always searching for fresh content, and one of their next hit programs could be yours. How do you make it happen? Does the station pay you, or do you pay the station? It all depends on the market and media outlet. Get the inside scoop on negotiating terms with your local radio station to host your own show, and how to grow an audience that’s loyal to your garden center from it. Find out the keys to making your radio show the talk of the town, and how guests can be the key to its financial success. What Should You Do When Your Store Makes the News – In a Bad Way? Wednesday, 3:15 – 4:15 pm |  Continuing Education Room 4 What happens when there are news crews in your parking lot for the wrong reasons – the customer who was bitten by your store cat, or the 12-year- old who dropped a pot on his foot and was rushed to the hospital? You’ve spent years building your garden center’s brand, but if you don’t know how to handle a negative news story, your reputation could be ruined overnight. Learn how to survive a media firestorm, how to make negative stories disappear and why you should never say, “No comment,” to a reporter. Take back tactics to maintain control of the interview, as well as the best way to deal with lawyers. What do you do when the media gets it wrong? Find out here.   You’ll Go Viral with These Publicity Stunts & Guerrilla Marketing Tactics Thursday, 10:30 – 11:30 am |  Continuing Education Room 4 How can you send the media into a feeding frenzy over your garden center? We live in an age of viral videos and stories that seem to take on a life of their own. You don’t have to bust the budget to get something that puts your garden center in the middle of the action. All you need is a clever idea, and the media will do the rest. Get your creative juices flowing during this session with real-world stories of businesses that became overnight sensations - simply by coming up with the right stunt at the perfect time. What are the factors that make it go viral, and how do you make sure your publicity stunt doesn’t backfire on your garden center’s reputation? Get the answers here. The Art of the Interview: Maintain Control & Protect Your Store’s ‘Cred’ Thursday, 11:45 am – 12:45 pm |  Continuing Education Room 4 You’ve scored the opportunity for media publicity for your garden center, now what? Being interviewed isn’t something most of us do every day. It takes practice. You have to know the dos and don’ts, especially when it’s live and there are no do-overs. It’s easy to overthink things and appear awkward on the air, but during this session you’ll learn how to stay calm when your heart is racing. Find out how to maintain control over the direction of the interview, and how to talk in powerful sound bites reporters love. Take back the techniques that will guarantee you’re invited back again and again to promote your garden center. Phil Wrzesinski The economy is healthy and consumers are spending again – it’s time to tighten up your sales playbook. This intensive bootcamp tuned in to today’s savvy customer is the perfect place to start. Phil Wrzesinski is a third-generation independent retailer with 24 years of experience, including his successful tenure heading up his family business, Toy House and Baby Too, named among the 25 best independent stores in America by George Whalin in his book Retail Superstars. Phil Wrzesinski is a third- generation independent retailer with 24 years of experience, including his successful tenure heading up his family business, Toy House and Baby Too, named among the 25 best independent stores in America by George Whalin in his book Retail Superstars. These days, Wrzesinski spends his time teaching retailers around the world the skills necessary to compete in today’s competitive retail climate. He draws upon the sales processes he used that led his small-market store to consistently out-perform industry metrics and become one of the top-volume independent toy stores in the country. The Meet & Greet: Working the First Step to the Sale Wednesday, 11 am – 12 pm |  Continuing Education Room 5 You’ve heard it said: “Your customer doesn’t care how much you know until she knows how much you care.” Learn how to welcome her to your garden center so she sees immediately that your mission is to give her the gardening personal training she needs. During this session, you’ll get the inside scoop on the best greeting ever – and it doesn’t include the words, “Can I help you?” Then learn six ways to get the customer to tell you her name, and why it’s so important. Find out how the art of conversational selling works, and which questions to ask to get the answers that will help you close the sale. Yes, You Can Get More Millennials to Shop Your Garden Center! Wednesday, 2 – 3 pm |  Continuing Education Room 5 In the next two years, spending by Millennials is projected to grow to $1.4 trillion annually and represent 30 percent of total retail sales. What will move them to make your store their go-to for all things green and growing? You’ll find out here. We’ll look at the world from their perspective to gain a better understanding of how to bring them through your doors. Born into a world of overhyped sales pitches and technology at their fingertips, Millennials won’t shop your garden center – until they trust you. This session will unlock eight proven methods to earn that trust. Learn the three things you should never do if you want their long-term loyalty, and what “currencies” will buy credibility for your garden center. You’ll Score the Sale with Assumptive Selling Wednesday, 3:15 – 4:15 pm |  Continuing Education Room 5 People only follow what they’ve already envisioned themselves doing in their own mind. Your job in assumptive selling is to help them visualize their ownership of what you sell at your garden center: “Yes, you need that outdoor dining set – it’s the latest style and will last for years, so it’s a good investment. You’ll enjoy family dinners alfresco for years to come.” Find out how to get your customers into the right frame of mind to purchase, and the mistakes to avoid when discussing features and benefits. You’ll learn the three levels of customers’ thoughts in the purchasing cycle so you close the sale for good. How To Push for the ‘Yes’ - Without Being Pushy Thursday, 10:30 – 11:30 am |  Continuing Education Room 5 Some customers need that extra nudge to get past their objections - yet no one likes a pushy salesperson. This session focuses on the tougher cases of resistant customers, and how to subtly sway them in order to close the sale at your garden center.  Once you understand what your customer really means when she says “no,” and respond in a way that isn’t pushy, you’ll have a better chance of turning it into a sale. Learn the best way to handle people who are only shopping your garden center on price. You’ll take back ways to nip objections in the bud and turn around customers’ objections so they say “yes” to the sale. 10 Mistakes that Sideline the Sale – Don’t Let Them Kill Your Mojo! Thursday, 11:45 am – 12:45 pm |  Continuing Education Room 5 You know not to say, “Can I help you?” but what about the other “deal-killer” phrases? We’ll explore the common mistakes and missteps garden center salespeople make each day that instantly kill the sale. You’ll learn how to recognize and adapt to different types of customers, and why it’s important to do so in keeping the sales process alive. Take back new ways to lead each and every customer who walks in your door toward the sale. Step back for a view of the cultural differences among your customers, and personalize your sales message to appeal to every individual. You’ll learn how here.
How To Profit Year-Round with Grab & Go Containers Using Online Commerce to Build Store Foot Traffic& Sales
Using Online Commerce to Build Store Foot Traffic & Sales
Store Renovations as aSign of IndustryDevelopment Local TV & Radio Tips Tricks & Tools for Publicitythat Will Drive Increased Traffic to Your Store Using Online Commerce to Build Store Foot Traffic& Sales
AUGUST 14-16, 2018  |  CHICAGO NAVY PIER
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