Centered at the Garden Center Conference & Expo

Editor’s note: Check out part two of our recap of the Garden Center Conference & Expo in next month’s issue!

Attendees of the Garden Center Conference & Expo (Aug. 2-4 in Minneapolis) expected to learn, share ideas and get inspired. What they may not have expected were the tears, laughter and tender emotions on display from the main stage. But over the course of the three-day event, IGC owners embraced the difficulties and triumphs explored by keynote speakers and fellow attendees alike.

Between standout sessions, 14 of Garden Center magazine’s Top 100 were recognized, and 45 exhibitors offered hands-on demos and information across the 1,600-square-foot show floor.

There was a lot to see and a lot to miss. Here’s a recap of this year’s sessions with helpful tips to refresh your memory and get you ready for 2024.

Squeeze The Orange! Creating A Sales-Driven Culture

John Kennedy, owner, BoomerWrangle

It’s not about selling — it’s about creating an opportunity to buy. Listen, empathetically connect to your customers’ issues and provide solutions. To get your employees invested in a sales-driven culture, you should “gamify”: create mini-games designed to correct weaknesses or pursue opportunities in the company to make work fun. Choose a target, set improvement goals, identify players, determine a time frame, make a scoreboard and decide on prizes or rewards for winning. Employees will show up wanting to be there. Creating a culture of sales and service is tied to creating a culture of want.

Nurturing Newbies and Exuding Enjoyment

Michael Perry (@MrPlantGeek), social media influencer and director of Mr. Plant Geek Ltd.

Be brave. Have a face and a personality on social media. Experiment and play as you promote your business. Know your platforms, and research how the platforms work and use their strengths to reach the audiences there. Champion authenticity. Your business should have a set of core values that are the basis of your social media content, but super polished social media can sometimes come off as disingenuous.

Taking The Fear Out Of Talking Tech

Katie Elzer-Peters, columnist, marketer and CEO of The Garden of Words

Beware OF technobabble. If you’re working with a contractor and they are unwilling to explain what they are doing and how much it will cost, in plain language, feel free to move on. Do your research. Software as a service (SaaS) means that business owners no longer need their own proprietary software infrastructure, but make sure the software you work with aligns with your goals. From point of sale systems to websites, owners need to make sure that their programs communicate with each other to avoid headaches and duplicative work.

Creating Customer Experiences

Rob Sproule, co-owner and marketing director, Salisbury Greenhouse

Shoppers are looking for experiences and community over just things. For IGCs, that means creating a space that operates more like a town square than a retail space.  You need a strong core of values and a strong mission statement on which you can build your experiences. A singular authentic vision will resonate with your customers. Refresh your bathroom. Every corner of your business should be welcoming. Throw a party. Most IGCs will be able to find space to hold an event, even if that space is only seasonally available. Consider events like opening a winter market in the greenhouse.