Big Grower July 2021 - 10

THINK BUSINESS
Are You Ready for
WHAT'S NEXT in a
Post-COVID World?
The pandemic has forced consumers to rethink
how they live their lives. Are you ready to help
them achieve their new goals?
BY MARK RICHARDSON
I
am writing about this topic not because we
are past COVID but because most of us are
so ready to think about and be post-COVID.
For all the reasons you know, gardening
has been a " green lining " industry during this
historic pandemic, but what might the rest of
2021 look like and what is this post-COVID world
all about?
In June 2020, a friend of mine and a thought
leader declared that there were four pandemics
(COVID-19/elections/social unrest/economy)
in the past year and a half, not one. These were
like a perfect storm that all would come together
and make 2020 a very uncertain year.
While many of our specific forecasts and
predictions were wrong, we at least could
visualize these four storms being out there
and merging to create an environment (mostly
positive for the horticulture industry) like we
have never seen before.
While there continues to be uncertainty, we do
know who is in the White House and we do know
that many people have been vaccinated and there
is light at the end of the tunnel. This has allowed
us to begin to think more about the future - and
not just getting through next week.
WHAT'S NEXT?
So, what is next?
Consumer demand: Over the last year we
have seen a tidal wave of consumer interest
in gardening. This is a product of many things
(living at work/more time on their hands/home
being a sanctuary/no travel/more savings to
EDITORIAL
Editor Jasmina Dolce
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Retail Editor Teresa McPherson
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Editorial Director Tim Hodson
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spend). How will 2021 turn out? Will there be a
second tidal wave out there that could be bigger
than 2020?
This is driven by all the folks that may be
feeling safer post vaccination. Consumers
continue to enjoy the newfound benefits and
pleasures that plants offered them in 2020.
Many people now feel more confident about
their employment and their discretionary
spending ability. This second wave could
continue the momentum and continue well
into 2022 and beyond.
One of your biggest priorities now as we move
toward a post-COVID world is to manage and
control forecasting, inventory, and expectations.
If you can accurately (and honestly) tell a
customer what product you have, how much you
have and when it will be available, then you will
differentiate yourself from your competition.
You will increase your close rate. Your
marketing dollars will be more effective. The tidal
wave I mentioned will make backlog and speed
as important as price and quality - consumers
have been eager to garden and they want to get
their project done now. Those who own their
forecasts and production schedules will be not
only ahead, but they will be more profitable.
NEW THINKING AND HABITS?
If the pandemic would have been a three- to
four-month process as many people predicted
in March of 2020, then new thinking, processes,
and new gardening habits would not have been
formed. Most likely, consumers would have just
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10 JULY 2021
GPN's Cannabis & Hemp Week ................. 12
Premier Tech Horticulture ..............................11
PRODUCTION
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CIRCULATION
Audience Development Becky Stovall
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gravitated back to the same priorities that were
there before COVID.
Because this has turned out to last for so long,
many of the memories are now scars that may
never go away. Our priorities have changed.
Our habits might not be able to be reversed.
And many now believe a pandemic is possible
to happen again and therefore we should be
prepared for a second one in the future.
I believe we will see more importance (not less)
put on the home. This will be a real cultural shift,
not just a trend (sort of like the way Europeans
or Asians see their homes and their gardens
differently than Americans). Outdoor living
(with fresh air and lots of plants) will be forever
important. Healthy indoor environments with air
exchanges and sanitation (and houseplants) will
be a priority.
There will be many more things written
about life after COVID, but the important
thing is to start thinking about it now. Begin to
spend time listening more. Begin to have more
conversations with your team and your clients.
Humans are resilient creatures, but we do need
to adapt to survive and thrive.
Mark Richardson is an author, speaker, columnist
and business growth strategist. He has written
several books on business management including
" How Fit Is Your Business? " and " Fit to Grow. " His
latest book is " Control Your Day Before It Controls
You: The 7 Steps to Mastering Your Time. " All of
his books are available on amazon.com. He can
be reached at mrichardson@mgrichardson.com.
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Big Grower July 2021

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