Page 6 - 2015 Winter Gazette

Powering Sales

with New Products:

Four Questions to Consider

By John Johnston, especially fertilizers and chemicals. We arsenal. Marketing experts have said that
Retail Education Manager understood how the products worked, simple, new signage on a product can not
With a new business year on the horizon, when to apply and what to expect in only raise awareness for consumers, but
many retailers are planning the promotions results. The box stores rode the coattails provoke unplanned purchases at a higher
to drive sales and profits for their stores. of our success by offering these products margin, too! In my travels over many years,
Some businesses recycle strategies that a year or two later at a lower price from I’ve seen the difference in sales between a
have worked for them in the past, which those manufacturers that chose to sell to all patio set with a dangled price tag versus
makes for easy work. Sales sometimes channels. It eroded our margins and top- one with a placard sign introducing the set
slump, and we wonder how we can regain line sales. as new, describing benefits and offering
some momentum. In spite of these dilemmas, we shouldn’t turn some type of incentive or call to action.
Connecting with today’s time-starved our backs on the power of the words “new” Are you taking advantage of the
consumer can be challenging, but it’s and “improved” in our selling strategies. mobile-friendly tools available to you?
possible to drive sales and interest by Even in today’s market, the consumer has According to Nielsen’s Digital Consumer
keeping an eye on the future. Many of these a love affair with these important words. Report for 2014, retail locators are used
ideas don’t cost much in time or money, Look at Apple, and the platform they’ve by 75 percent of smartphone users. If you
and the results can contribute significantly built with each next-generation model of sell a product from a vendor who has an
to your bottom line. the iPhone: Each public launch seems to online dealer locator, make every effort to
Are you actively seeking out what’s exceed expectations. The public craves the ensure your business is listed there. It’s
new in our industry? latest and greatest! free advertising!
From plants to products, something new How are you promoting the “next big Does your team have the gift of gab?
or improved is hitting the lawn-and-garden thing” to your customers? After seeing the California Spring Trials, I
market every season. For many years, In-store signage is one of the most wondered how retailers would convey the
IGCs “validated” products with consumers, important tools in your promotional benefits of new cultivars and how they
perform in different regions. The stores
We shouldn’t turn our backs on the power of the words who excel at promoting their new varieties
“new” and “improved” in our selling strategies. utilize signage and other tools, sure, but
they also engage their customers with good
Even in today’s market, the consumer has a love affair conversation! The most successful teams
with these important words. collaborated in planning, communicating
and executing at the point of decision with
regard to what was new in their store. The
messages went far beyond the signage —
and the price! These teams were promoting
the “brand” which, in reality, is the store
itself. This is where and how repeat
customers are made.
As you head into the new selling season,
take some time to review your purchases
and consider what’s new in your offering.
By utilizing the tools and tactics outlined
here, you can show some love to both
those products and your customers! You’ll
be rewarded with a loyal customer who
keeps coming back in search of what’s
new. You may also be surprised to see that
deep discounts weren’t necessary to seal
the deal. Good selling!

6 Griffin Gazette winter 2015