February 2020 - 22

DIRTY SECRETS
GOAL
STACKING
Partner with your customers to meet their garden
goals by using relational sales and goal stacking.
The exact same customer who made the goal to lose
By Christina Salwitz
L
et's just put it out there: we are NOT going to get to
ALL of those New Year's goals, no matter how much
you grind it out day after day; we're all just trying to
do too much. Let me introduce you to the concept of " Habit
or Goal Stacking. " And though it might be a handy thing for
you personally, I think it has all the potential to be a wickedly
accurate way to sell more, too.
We set all kinds of personal and professional goals for
our business about improvements in service, marketing
or sales, but do we actively express what potential garden
goals we may want for our customers? In other words,
are we as a group of garden centers, nurseries, designers
and growers showing our customers options for goals they
might not even know to think of yet?
Setting Goals
I always associate the early months of the year with a
few things in the garden center - the first shipments of
bare root plants that need to be potted, the first flats of
early spring bulbs starting to sprout, fragrant primroses
and a few early timid customers who want to talk about
houseplants that struggled over winter and what to do
next. But it occurs to me that I don't ever recall hearing,
reading or seeing first-hand any garden centers promoting
HOW customers can actively meet their garden goals step
by step.
22 | LAWN & GARDEN RETAILER | FEBRUARY 2020
weight in 2020 is no different than the customer who
looks at this garden and says to themselves, " Yup, that's
my goal for 2020. I want to be sitting in the garden with
a glass of wine and admiring it's floriferous abundance,
on a low budget and maintenance free. " In the zeal and
enthusiasm we have for our new goal, we tend to forget
that gorgeous landscapes are not made in a day, much to
the shock and horror of today's HGTV fans!
It's about introducing small goals and habits that
stack and add up over time to big life-changing
accomplishments, right? Let's use our vibrant and intrepid
early spring customers as a great example of how you can
adapt this idea to create more and better-quality sales.
Two Kinds of Sales
As I see it, there are pretty much two kinds of sales: 1)
Short-term lust, instant gratification, " gotta have it, no
idea where to put it or what to do with it but I'm in love
and don't care, " or " I buy these XYZ plants and products
every year at this time " and 2) The customer who's a bit
more experienced. The " been there, killed that " type who
understand paying for quality likely means better success,
making educated decisions with the help of talented
garden center salespeople, who tend to look at the bigger
picture when they purchase.
Goal Stacking to Increase Sales
So, that leads me to think that if you can meld the two
sales groups by using Goal Stacking, you might really have

February 2020

Table of Contents for the Digital Edition of February 2020

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February 2020 - 2
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https://www.nxtbook.com/greatamericanmediaservices/LGR/lgr-november-december-2022
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https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2022
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/june-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/may-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/april-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/january-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/thriveguide-2021
https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2020
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2020
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https://www.nxtbook.com/greatamericanmediaservices/LGR/february-2020
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https://www.nxtbook.com/greatamericanmediaservices/LGR/november-december-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/september-october-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/august-2019
https://www.nxtbook.com/greatamericanmediaservices/LGR/july-2019
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https://www.nxtbook.com/greatamericanmediaservices/LGR/march-2019
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