SOCIAL MEDIA IN HORTICULTURE
Social media in horticulture As the phenomena of social media infiltrates into horticulture, Jonathan Ward offers some sound advice and details how this is already changing the face of plant sourcing and buying across the globe
With social media being used by our customers and suppliers to source and promote plants, this article looks at how we can handle an increasing network of contacts and customers who are looking for plants and inspiration for their gardens, not just from their local nursery or garden centre but instead from wholesale nurseries. We shall discuss how you can encourage them to remain loyal to you.
the office, travelling or out on the nursery. However, being ’live’ doesn’t necessarily mean you have to be selling to the industry all the time. People will gravitate toward you and sing your praises the less you try to sell to them! It's about moving away from the popular sales philosophy of ‘Always Be Closing’ toward a mantra of ‘Always Be Connecting’. It’s worth remembering that not everyone who follows you on social media is your customer; 1000 followers are not 1000 customers, so don’t try to sell to the universe. Aim to be a connector for everyone you meet. Instead of the constant sales pitch, try to differentiate
T
he increasing use of social media means we are always ‘live’ whether in
yourself via your followers and friends use your unique talents and always be helpful. Next time you’re placing your status update or tweeting with your network, why not try to become memorable by using these tips to always be connecting.
When posting a tweet or a status update, avoid treating people like sales transactions. Try and make it about them: ask and listen. 1. Ask yourself or your business: ‘How do our customers typically find us?’ What should I listen for or ask that that would indicate whether someone is a potential customer for our products or services?’ 2. Ask anyone: ‘What brought you here?’ ‘What are our top challenges and what are the challenges for our customers?’ If you need more details ask, ‘Tell me more.’During the exchange on-line, go beyond the transaction. 3. Ask your current clients ‘How else can I help you today?’ If they are struggling with the possible ways you can help, offer advice or suggest aresource or a contact, based on what you know about their needs. To learn more about them, ask more questions! Throughout conversations with others, be a resource and be human. 4. Be a resource. As the other
person responds to your questions, start spinning those wheels on how you can help them. Consider who or what you know that might be helpful to them. Propose introductions to other professionals who may be good reciprocal relationships for this person. For example, you’re speaking with a gardener and you happen to know someone who does a sound job in paving. Ask the gardener if such a contact would be helpful as referral source. If they say yes and they don’t already have a relationship, offer to play ‘match-maker.’ Do
you have something free to offer? A suggestion based on your prior experience or the experience of someone else you know. 5. Be human. These methods of communication can appear faceless, it’s important to remember to connect at a human level. Smile and be genuinely curious. As you connect, you will discover you have more in common, this can be anything from mutual acquaintances to a love of old movies. Acknowledge these - common ground builds rapport. Recognize something about the person with whom you’re speaking. For example, if they seem especially happy or sad, ask them about it. The key to succeeding with this approach is there’s no hidden agenda, other than helping someone. Can’t you just feel the anxiety lifting off your shoulders, because it’s not all about selling or the close? Cultivate this habit of connecting and focusing on people first to plant seeds of trust and integrity. While you may not leave with a sale, you will at least leave a positive impression behind which is how fan clubs and long-term
relationships grow.
For more information visit
www.gingerhorticulture.co.uk
DIYRetailer.co.uk | Retail Plants & Shrubs | 47
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