Sales savvy

There are a lot of boxes to be checked as you prepare for the spring rush. To set up for a successful selling season, avoid going into autopilot. We asked brokers from different parts of the country to convey some tips and knowledge to help you make better informed decisions and production plans.

Greenhouse Management: If you could give growers one piece of advice for prepping their 2024 orders, what would it be?

Walter Bissex, sales representative at Eason Horticultural Resources (EHR); New York City, Long Island territories: Make sure of the space available. Growers often add items without factoring in the space needed. An existing item may have to get cut. It’s great to maximize production, but crops can get ruined by overcrowding, shading or not getting planted in a timely manner.

Jordan Holtkamp, EHR; Ohio and Kentucky territories: For my retail growers, I recommend to schedule shipments a little later so their crop is just becoming ready at the start of the season versus being all the way finished, giving them a longer shelf life. I also tell them not to worry so much about their retail price. All costs are up — freight, pot costs, inputs and labor. They need to know their costs and charge what they need for their efforts.

Avery Steinlage, McHutchison regional sales manager: Never deviate from what you are doing well, but always trial new forms or products that you could be experimenting with. Take the time to look at new crops that complement your current product lines. Track trials and make sure you know if they are an upgrade to your current selections.

GM: Any supply chain issues growers should be aware of going into ’24?

Matt Miller, EHR; Wisconsin, northern Illinois, western Michigan territories:

Dracaena spike seed has been in short supply the past year and it continues to be in short supply. Staffing continues to plague portions of the industry (which mirrors other businesses within the U.S.). In recent winters, there have been multiple times where extreme weather (freezing rain, snow, cold, etc.) has affected incoming shipments through ports of entry and distribution hubs. Stay on top of shipments with tracking information and be prepared to receive product outside of normal business hours.

GM: When it comes to production plans, what are some things growers might overlook in the rush to get things ordered for the upcoming season?

Walter Bissex: Besides factoring in space, which I mentioned before, growers should also think hard about whether crops are being grown poorly, and whether there might be a better way to produce them, like growing from prefinished or even buying in finished.

Matt Miller: Crop timing and crop scheduling is often overlooked on production plans. Refer to breeder growing guides and culture to determine crop timing. Most breeding companies have this information online. Many 4 ½-inch crops need 6-8 weeks to finish from plant date. Planting coleus and ipomoea in February for Mother’s Day sales is far too much crop time for these crops, and only costs the grower extra time and money to maintain the crop. Also, multiple plantings of the same crop are a great way to have fresh looking plant material throughout the spring sales season. 

Ben Fischer, EHR; Texas territory: It’s crazy to say, but something as simple as pots and containers. After the shortage of containers in the ‘21 and ‘22 growing seasons due to the Covid volume, everyone over-ordered bookings in fear of running out. Now they have moved through their inventory and have not had to order for over a year.

Avery Steinlage: Is my space better used empty or on a risk? Empty greenhouses don’t generate any profits. Don’t just cut and paste orders at the last minute. Instead, really reflect on what went well, what vendors came through and what customers really wanted instead of just repeating what you did the year before. I believe that spring is best booked as close to last spring as possible, so it is fresh in the mind.

Editor’s note: see more of our interviews with the brokers in our digital edition, greenhousemag.com.