Greenline, May 2012

May 2012 | Volume 33, Issue 4

A m o n t h l y p u b l i c a t i o n f o r FN G L A m e m b e r s . D I G IT A L m o n t h l y i s s u e l o c a t e d a t h t t p : / / g r e e n l i n e . f n g l a . o r g

Excitement Builds for Floriculture Field Days Participating Breeders:

SPEAKER HIGHLIGHTS INCLUDE: • In an atmosphere where the industry marketplace is very competitive and buying dollars are limited, growers need to differentiate themselves from their competitors. Dr. Charles Hall, Texas A&M University, will focus on marketing strategies that will provide the business edge needed to survive in today’s economy.

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• Dr. Dave Clark, University of Florida, has mixed scientific research analysis of different generations of consumers and is here to show attendees how the University of Florida is developing a stronger understanding of why consumers buy what they buy.

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Don’t miss FNGLA’s Second Annual Floriculture Field Days held in conjunction with the Epcot® International Flower & Garden Festival. New varieties, container displays and an incredible slate of speakers will all come together on May 9-11, 2012 at Disney’s Yacht and Beach Club.

Come see how the industry’s top breeders’ new varieties handle Florida’s heat and humidity in a trial setting. Landscape professionals can take back to their businesses innovative ideas on how to maximize the use of these new varieties in the landscape by viewing new for 2012 landscape display areas.

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• There is truly an art to Shade Gardening. Shade shifts daily, seasonally and over time as trees grow. Carefully designing where and when shade occurs is a first step and next determine what works well in those areas. By focusing on plant selection and placement, Keri Leymaster, Orange County Extension Service, will cover how to use color effectively in deep shade to make those darker areas come alive with color.

• Looking to Find New Products to Fit the New Niches that consumers are demanding? Lloyd Traven, Peace Tree Farms, will share how to create the interest for industry to grow and then how to pass the enthusiasm down to the consumers.

Visit the Floriculture section of FNGLA’s website for a full list of speakers, sponsors and conference happenings!

For more conference details, visit: http://www.fngla.org/events/floriculture-field-day/ or contact FNGLA at info@fngla.org, 800-375-3642.

THE

SUNTORY® COLLECTION

PRESIDENT’S LETTER

Halsey Beshears FNGLA 2011-2012 President

It is difficult to believe that May is already here. Time does accelerate as you get older.

The New Year was just beginning for 2012 and the thoughts of 12 weekends of spring were crossing my mind. It would seem I made the mistake of blinking and missing all 12. Family, business, church and social events crowd the calendar and make every day seem a blur. My children seem to grow right before my eyes and I want it all to slow down. My wife and I have adopted a saying this year; manage the minutes. I have found when you manage the minutes, you can truly get more done. Let me expound upon that.

If you knew you only had 18 hours in a day (less 6 for quiet time), and you truly had to get a priority list of tasks accomplished, could you do it? By managing the minutes, you would be amazed at what you can get done. In this, I mean utilizing your car time, travel time, desk time, whatever and wherever time to focus and complete the tasks at hand. Now, I know this sounds neurotic and the thoughts may cross your mind such as, “What kind of person can live like this?”

There is a fine line between people who do not need more than 4 to 6 hours of sleep and those who make the utmost of their day by managing the minutes. If you manage the minutes, you may find that you get more done in less amount of time simply by utilizing your dead time. This allows more time for family, church, social events, exercise or for whatever it is that people give the excuse, “I just do not have the time to do it.” The truth is, people prioritize

and accomplish what they want and ignore the rest using the ageold excuse, “I just don’t have the time to do it.”

Use your association to help accomplish more in your business life.

It has been stated many times that the amount of services FNGLA provides is a long list. Whether it is offering discounted services for jobs such as payroll or legal counsel, or lobbying on behalf of our industry every day, use the “tools” in your truck efficiently to accomplish more in the workweek.

I challenge each and every one of you to manage your minutes for one day. Write down your entire schedule from your waking moment until you go to bed. Schedule time to eat, prepare yourself for the day, quiet moments, work moments, family moments, everything down to when you go lay your head down to read a book and go to bed. Fill your schedule up for one day only and see what you can accomplish. Be flexible in your schedule, but recognize it for what it is. Do not linger at lunch or get spaced out driving down the road. Do not zone out at your desk or dawdle at the water fountain during work hours. Recognize these moments and make use of them. Consequently, if you notice something beautiful, stop and take it in: a sunrise, a sunset, a rainbow, a bed of flowers, a spectacular landscape job, your child’s smile or her laughter. Perhaps it will make you appreciate every minute of every day more and you can accomplish more in your life.

Very Respectfully, Halsey W. Beshears halsey@simpsonnurseries.com

FNGLA’s Landscape Awards: Which Projects will you Submit?

Award Criteria & Details:

http://www.fngla.org/recognition/landscape-awards/

FNGLA HAPPENINGS Nominating Committee Announces Officer Recommendations FNGLA’s Nominating Committee has announced its recommendations for FNGLA’s 2012-2013 officers.

President-Elect Wes Parrish of Parrish Nursery in Parkland will automatically advance to FNGLA President for 2012-2013.

FNGLA’s Nominating Committee is nominating Michael Marshall of Marshall Tree Farm in Morriston as FNGLA’s 2012-2013 President-Elect. Sandy Stein of The Jungle Nursery in Miami is being nominated as FNGLA’s 2012-2013 Secretary/Treasurer.

Current FNGLA President Halsey Beshears will automatically advance to FNGLA Past President for 2012-2013.

Incoming FNGLA President Wes Parrish has been a member of FNGLA since 1979, serving the association in a variety of positions including as President of the National Foliage Foundation (NFF) and as Treasurer and committee member for The Landscape Show. He has also been on FNGLA’s Board of Directors, active in the Broward Chapter, and a member of the Florida Garden Select jury. Wes and his wife Vickie own Parrish Nursery in Parkland, FL. Nominated to serve as FNGLA President-Elect, Mike Marshall has served FNGLA as a committee member and chairman of The Great Southern Tree Conference, chaired FNGLA’s budget committee, a woody Division Leader and served on FNGLA’s Board of Directors.

Aside from FNGLA, Mike is active in a variety of industry groups including the International Society of Arboriculture (ISA) and a graduate of Class V of the Wedgworth Leadership Institute. Mike is heavily involved in sales, marketing, and production at

his family business, Marshall Tree Farm, located in Morriston, FL. Nominated to serve as FNGLA Secretary/Treasurer, Sandy Stein started in the nursery business in 1981. Serving FNGLA’s MiamiDade Chapter in many capacities including chapter president, Sandy has also served on the FNGLA Board of Directors. He is the Membership Committee chairman and the Woody Division Board Representative. Sandy is also a graduate of Class VII of the Wedgworth Leadership Institute and serves on local nursery boards and committees. Sandy is the owner of The Jungle Nursery in Miami, FL and is also a licensed psychotherapist.

Halsey Beshears of Simpson Nurseries in Monticello, FL automatically moves from President to FNGLA Past President. Beshears previously served as President of FNGLA’s Big Bend Chapter, was a member of the Membership Committee, and served on FNGLA’s Board of Directors.

Besides his FNGLA activities, Halsey is a graduate of the Wedgworth Leadership Institute; a Founding member and past president of the Tallahassee Young Entrepreneurs Organization; sits on the Board of Advisors for Farmers and Merchants Bank; and, is currently a candidate for the Florida House of Representatives, District 7.

FNGLA officers elections will take place during FNGLA’s Annual Meeting on Saturday, June 30, 2012, in conjunction with the 2012 Annual Convention in Jacksonville. All members are welcome to attend the Annual Meeting.

FNGLA HAPPENINGS

Register Online for Best Pricing!

FNGLA Celebrates 60th Anniversary at June Convention It’s a diamond anniversary celebration as FNGLA marks its 60th year of serving Florida’s nursery and landscape industry. Association members will celebrate the occasion during the 2012 FNGLA Convention and Annual Meeting, taking place June 29-30 in at the Hyatt Regency Jacksonville Riverfront, Jacksonville, FL.

A small, dedicated group of industry professionals joined together in 1952 to create what was then called the Florida Nurserymen and Growers Association (FNGA). It was a prosperous time for the country-- and these innovative plantsmen saw great opportunity and promise ahead for the industry. They recognized they could be most successful if they worked together taking advantage of cooperation and teamwork.

From that small start, FNGLA now has more than 1700 members and is recognized as the largest state nursery and landscape association in the US. Throughout its 60 years FNGLA has protected and promoted its members interests through political advocacy, education and research, public relations and marketing and professional development.

“FNGLA’s 60th Anniversary is a reminder that we’re not the first nurserymen to face challenges and benefit from working together through FNGLA to solve problems,” noted FNGLA President Halsey Beshears.

“The best part is we’ve learned that we can not only work together

to make the industry stronger, but we have the added benefit of belonging to a supportive network of FNGLA members and friends!”

Entering its 7th decade, FNGLA is considered a respected leader in Florida agriculture and the recognized voice of Florida’s $15.3 billion nursery and landscape industry. Its influence and reputation stretches throughout Florida, across the U.S. and crosses international borders.

The 2012 FNGLA Convention will celebrate the past, present and future of FNGLA at its annual membership gathering. Using historic Glen St. Mary’s Nurseries as the setting, members will feel like they’ve taken a step back in time at the FNGLA “Back to Our Roots” 60th Anniversary party on June 29.

FNGLA President Halsey Beshears will lead members through FNGLA’s 60th Annual Meeting and Membership Luncheon on Saturday, June 30, at the Hyatt. This will be a time to recognize past leaders and current achievers, provide a look at FNGLA’s year in review and the state of the industry, as well as offering insights on FNGLA and the industry’s future.

Craig Regelbrugge, Vice President of Government Affairs and Research at the American Nursery and Landscape Association (ANLA) will offer a keynote address at the FNGLA Membership Luncheon relative to the national political outlook and the industry’s future opportunities and challenges.

To register or receive more information regarding FNGLA’s 60th Anniversary Convention and Annual meeting visit http://www. fngla.org/events/annual-convention/ or contact Linda Adams at ladams@fngla.org or call 800-375-3642.

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FNGLA HAPPENINGS

We Love Our

Sponsors!

SIGNATURE SPONSOR:

MEMBERSHIP LUNCHEON:

Member FINRA/SIPC

Matthew J. Antos, CFP® Wealth Management Advisor

“BACK TO OUR ROOTS” CELEBRATION:

LEGACY SPONSOR:

HOMESTEADER SPONSORS:

CRACKER SPONSORS:

PIONEER SPONSORS:

It’s not too late to join this distinguished group in celebrating FNGLA’s 60th Anniversary! Use this link for complete sponsorship information: http://www.fngla.org/events/annual-convention/sponsorships.aspx

FNGLA HAPPENINGS Exhibitor Selection is Now Available for New Exhibitors at The Landscape Show

More and more industry businesses are realizing the value of FNGLA’s trade event, The Landscape Show as a way to maintain and increase exposure within Florida’s nursery and landscape industry. Trade shows are once again being recognized as one of the most efficient and effective marketing formats, especially for live products such as plants and trees.

While September 27-29th may seem like a long way off, now is the time for the best availability of booths. With booths being reserved each week, it’s important to make a commitment early for the best space options.

The Landscape Show is one of the most affordable trade shows in the industry, offering thousands of potential customers and brand stature. Attended by landscape professionals, garden center owners, landscape architects, cities and municipalities, resort operators, golf course superintendents and more, the show attracts buyers not only from Florida, but from many Southeast U.S. Areas including the Caribbean Basin.

The Landscape Show, sponsored by the Florida Nursery, Growers and Landscape Association (FNGLA), is the largest business-to-business event for the nursery and landscape industry in the Southeast.

Contact Sabrina Haines at shaines@fngla.org or Clay Archey at carchey@fngla.org at the FNGLA Office to reserve your booth space. Both can also be reached toll free at (800) 3753642.

FNGLA to Participate in Upcoming Conferences Each year, FNGLA’s Marketing Committee evaluates the benefit vs. cost ratio of FNGLA participating in a variety of industry events and happenings. Charged with promote the industry’s plants, products and services in the most-effective, yet, cost efficient manner, FNGLA will be participating in a variety of upcoming conferences aimed at raising awareness of Florida’s nursery & landscape industry: • Trees Florida (June 10-12 in Captiva, FL) • GCA Summer Tour (June 25 - 28 in Detroit, MI) • FFA State Convention (June 25 - 29 in Orlando, FL) • Ohio Short Course (July 14 - 16 in Columbus, OH) For details on FNGLA’s involvement in these and other conferences, contact FNGLA, info@fngla.org or call 800.375.3642.

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Everris NA, Inc. 800-492-8255 Email: info@everris.us.com www.everris.us.com © 2012 An ICL Fertilizers Company, Worldwide Rights Reserved.

FNGLA HAPPENINGS Plant Geek Bike Ride Raises Funds For NFF The first-ever Plant Geek Ride took place Saturday, April 21, with 41 riders and a total of 55 participants.

Two routes were offered with one covering 56 miles of scenic back roads and hills and the other measuring 20 miles along the popular West Orange Trail.

Each route began and ended in Oakland, FL with a cookout following the morning ride. The Plant Geek Ride raised approximately $3,600 on behalf of the National Foliage Foundation, thanks to the generosity of riders, supporters and sponsors.

FNGLA HAPPENINGS Florida Students Celebrate Earth Day Many students across the nation honored Earth Day and/ or National Arbor Day with planting ceremonies and by celebrating the benefits of landscapes.

In Florida, specifically at Taylor County High School in Perry, FL, students and staff members joined FNGLA President, Halsey Beshears, with planting trees and shrubbery throughout the campus in honor of Earth Day. With no school funding to supply plant material, all trees and shrubbery were donated by local FNGLA members.

To learn more about national Earth Day & Arbor Day efforts, visit http://www.arborday.org/.

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INDUSTRY NEWS Dreaded Citrus Greening Disease, Huanlongbing, Recently Found in California and Agriculture. “It had been present until now in all of the world’s major citrus producing areas — except California.”

The bacterial disease is carried by the Asian citrus psyllid and attacks a tree’s vascular system, producing bitter fruit and eventually killing the tree. Sap-sucking pysllids that feed on an infected tree become carriers of the disease. It is not a threat to humans.

A citrus disease that has killed millions of citrus trees and cost growers billions of dollars across Florida and Brazil has been detected in California, despite the industry’s best efforts to keep it contained.

The U.S. Department of Agriculture confirmed it was detected in a residential neighborhood in Los Angeles county in a lemon-grapefruit hybrid tree expanding the diseases’ known regions to include California.

“Huanlongbing is called the world’s worst disease of citrus,” said Dr. Robert Leavitt of the California Department of Food

The pest and disease are present in Mexico and across the southern U.S. including Texas, Louisiana, Georgia, and South Carolina, but nowhere is the problem more severe than in Florida, where the disease first appeared in 2005. The University of Florida estimates it has cost 6,600 jobs, $1.3 billion in lost revenue to growers and $3.6 billion in lost economic activity.

Arizona, Mississippi and Alabama have detected the pest, but not the disease.

Despite 25 years of worldwide research, there still are no biological or genetic controls for the disease that keeps fruit from ripening.

Stay tuned to FNGLA’s Member Alerts should more developments occur.

Giant African Snail Invades South Florida’s Miami-Dade Feasting on virtually anything, including stucco and plaster, Giant African Snails destroy much vegetative matter: at least 500 different types of plants. South Florida, namely MiamiDade County, is ground zero in the current invasion of this slimy land snail which can grow up to 8 inches long. In the Miami area alone, FDACS officials have collected more that 35,000 of the snails.

To add insult to injury, the snails contain both male and female reproductive organs and can lay 1,200 eggs a year and can carry a parasite that can cause meningitis in humans, according to health authorities.

“They leave excrement all over the sides of houses. They’re very nasty,” said Denise Feiber, FDACS’ Public Information Officer. “These are not the cute little snails that you see.”

Anyone who thinks they may have seen a giant African land snail is asked to call the Department of Agriculture and Consumer Services at 888-397-1517.

INDUSTRY NEWS Caterpillar Expands to Meet Growing Industry Demand

Putman’s Energy Bill Will Become Law

Banking on a rise in the U.S. economy, Caterpillar has sharply expanded its operations. In 24 months, 15 Caterpillar facilities have been built or updated in the United States, tens of thousands of workers have been added to the payroll and $2 billion is committed for capital investments on its home soil this year.

The state’s first comprehensive energy bill in five years, considered a more “modest” approach than past diversification efforts and approved with overwhelming bipartisan support by the Legislature, will become law without the governor’s signature. The proposal, which includes up to $100 million in tax incentives for renewable energy investments over five years, includes: • A renewable energy technologies sales tax exemption capped at $1 million a year.

• Reinstatement of the biofuel portion of the renewable energy technologies investment corporate income tax credit up to $10 million per year.

• Reinstatement of the renewable energy production corporate income tax credit that is equal to 1 cent per kilowatt-hour of energy produced from renewable sources. The energy would be sold with a cap of $5 million in the next fiscal year, $10 million a year through 2017.

And while Caterpillar sales include the international market which is not as volatile as the U.S. market, key to this optimism is Caterpillar’s record order backlog of $30 billion, three times higher than it was in 2009. Some customers will not get equipment they have ordered until as late as 2014.

The Peoria, Illinois-based company specializes in many types of large equipment and for many specialty industries, including landscape. Caterpillar offers a full line of compact construction equipment including Skid Steer Loaders, Compact Track Loaders, Mini Hydraulic Excavators and Compact Wheel Loaders. Their wide range of machines function in a variety of landscaping jobs.

The company admits the expansion is not without risk, however they have money to spend. The company reports first quarter earnings on April 25, with analysts expecting $2 billion of profit on $16 billion in sales, or a 47 percent increase in earnings over the entire course of 2009. Revenue this year is expected to top $71 billion, which would be $20 billion more than the company reaped in 2008.

For complete coverage, visit: http://www.reuters.com/ article/2012/04/09/caterpillar-bet-idUSL2E8F4B8R20120409.

An independent study by the Delaware-based Environmental Economics of Cardno ENTRIX projected the law will generate $143.5 million in new tax revenue and create more than 3,000 jobs for Floridians. “The combination of these incentives is projected to generate an annual average of $28.7 million in new tax revenue over the fiscal years 2012-2016 and support as many as 3,350 new jobs in all sectors of the Florida economy by 2017,” John Urbanchuk, technical director for Environmental Economics, stated in a release.

“Not only does increased investment in the form of new capital expenditures generate new economic activity, this investment increases the size, and presumably the quality, of the capital stock, resulting in additional growth in real output in all sectors of the Florida economy.”

CERTIFICATIONS FNGLA Hosts Maintenance and Installation Exams Two exams at two test sites in two weeks – a tall order for FNGLA’s certification programs. But thanks to great testing locations, FNGLA looks to add more professionals to its certification programs.

SeaWorld Horticulture hosted the FNGLA Certified Landscape Maintenance Technician (FCLMT) exam April 14th in Orlando.

Cool weather and a well-staged exam made the day run like clockwork.

Pinellas Technical Education Center hosted the FNGLA Certified Landscape Technician (FCLT) exam April 21st in St. Petersburg.

Although stopped prematurely by rain, well-prepared exam applicants made the exam a pleasure to judge. A retest is scheduled to complete the exam sections.

For more information on earning one of FNGLA’s 5 industry certifications, contact Merry Mott at FNGLA at 800-375-3642.

Thank you FCLMT Host

Thank you FCLT Host

SeaWorld Parks & Entertainment Mark Russell, FCHP and Gary Weitermann, FCLMT

Pinellas Technical Education Center Glenn Duncan, FCLC, Instructor

Thank you FCLMT Judges

Thank you FCLT Judges

Randy Britson, FCLC, Bay Landscape Billy Copeland, FCLMT, SeaWorld Parks Carlucio Da Rocha, FCLT, Landscaping Details Larry Harripersad, FCLMT, SeaWorld Parks Eric Hatcher, FCHP, Cherry Lake Tree Farm Shane Humble, FCLMT, Clintar Landscape Mike Hunley, FCLMT, SeaWorld Parks Herb Jimenez, FCLMT, SeaWorld Parks Lee Lovett, FCLC, Forest Hills Landscape

John Brown, FCLC, Emerald Lawn Service Ken Dobler, FCLC, Westcoast Lawns Rob Foppe, FCLT, G&S Lawn Cheryl Fresk, FCHP, City of Clearwater Bob Funari, FCHP, Pinellas County Debby Laramee, FCHP, City of Madeira Beach Jay Myers, FCLD, Myers & Associates Josh Schwabe, FCLT, MJM Design Group Gary Weitermann, FCLMT, SeaWorld Parks

Proper use of turf equipment is judged during the FCLMT exam.

FCLMT’s Fertilization and Pest Management both include written exams.

CERTIFICATIONS

Landform and drainage is the focus of the FCLT Grading station.

A certified judge critiques an FCLT exam applicant’s ability to plant and stake a tree according to details provided.

Proper scale and plant spacing is critical to the FCLT Plan Layout station.

FCLT Plant Identification includes 50 plants that must be identified in 30 minutes.

FCLMT exam applicants evaluate a landscaped site to determine maintenance problems.

A complete pre-trip inspection is required of both the truck and the trailer in FCLMT.

BUSINESS Winning the Price Wars: Sell Like a Superstar!

Create emotional bonds, show more value and win more clients.

BY JEFFREY SCOTT In this rocky economy, more companies are selling on price. In turn, price expectations are being pushed downward. To become a Sales Superstar and succeed against the low-ballers and shoppers, you’ll need to arm yourself with new and improved sales skills. Here are a few strategies that I guarantee will boost your sales success!

Build emotional bonds: At the heart of it, people tend to make emotional decisions, even when they use facts to rationalize their choices. Your job is to help your prospective clients realize—from a deep emotional point of view—why they need your company and the solutions you provide. By selling on emotion, you can remove yourself from price competition.

There are two ways to sell on emotion: 1. Uncover and explore the anticipated pleasure your prospect will gain by hiring you.

2. Uncover and explore the problems your prospect will solve by hiring you.

This second way is generally more powerful than the first. However, as salespeople, we often focus on the wrong problems. Mistakenly, we focus on the “landscape” problem, instead of focusing on the “personal” problems that are being caused by the landscape problem. Once you uncover the personal problems, you can then explore the “pain” this is causing your prospective client. When you do this, you help your clients make emotionally motivated (and more satisfying) decisions.

Path to success. Shift the conversation from your prospect’s landscape problem => to personal problem => to personal pain!

Waste less time: Sun Tzu, the ancient Chinese general and author of the world-famous war strategy book, The Art of War, taught: “The battle is won or lost before your warriors set foot on the battlefield.” This applies to all of us who have to travel to make a sales call. You want to make sure you are set up for sales success before you ever step foot on your prospect’s property. You can’t afford to waste time in this new economy. Instead, arm yourself with the tools and attitude needed to reduce wasted time from bad leads and unnecessary followup appointments. (To help you do this, I have developed a Green Light/Red Light Screening System. For a free report on how this works, email me at Jeff@JeffreyScott.biz) Ask the right questions: A Sales Superstar is not someone with the gift of gab. Rather it’s someone with the gift of listening and asking the right questions. You need your clients to do most of the talking—between 75 and 80% of the time—but you don’t want to lose control of the conversation. You maintain control by being the person asking the right questions—think of it like a talk show host interviewing an important guest. The guests are flattered, and yet the conversation is controlled by the effective questioning skills of the host.

Measure and manage success: It is said that, “if you measure it, you can manage and improve it.” In sales this means you can improve your success by measuring and holding yourself accountable to certain sales indicators. The problem is that most contractors are so busy chasing leads! They feel too busy to stop, measure, and reflect on how to improve their numbers.

At a minimum, you should track your Win (Loss) Ratio. In my experience, many contractors accept far too low of a win ratio. How can you raise the bar on your company? Identify your win ratio and compare your results with other high-achieving companies in our industry.

I have found that there is a BIG difference between industry averages and those performing at ABOVE-average levels. In my landscape company we achieved win ratios between 75% and 95% on a consistent basis. Anything is possible, when you see how others are doing it.

NEW MEMBERS

Welcome New Members The following are new FNGLA members from March 22, 2012 April 21, 2012 Don’t over-rely on your strengths: You have spent your life developing landscape skills in e.g. design, horticulture, disease control, hardscaping, etc. These skills have helped you make sales and win new clients. But they have also helped you lose sales and lose new clients! When people become highly trained, they tend to over-rely on their skill set— maybe even showing off those skills to new prospects. But a Sales Superstar understands how his/her own strengths can get in the way of building rapport—and get in the way of uncovering the core customer needs.

The client does not care how much you know, until they know how much you care (about their issues!)

Ask for the sale: No matter how good you are at building rapport and showing value, you need to master the process of “asking for the sale.” This is difficult for many salespeople, and it is often done incorrectly. Salespeople will put off asking for the sale, and even put off talking about price, for fear of being rejected. But it is in hearing your prospective client’s objections that you learn what’s at the core of their assumptions and misunderstandings. You can’t close a sale until you learn about and address the doubts in your client’s mind.

Increase sales success: There are four ways to measure sales success.

1. More sales (of the right kind) 2. Higher sales margins 3. More efficient selling (as measured in a higher closing ratio) 4. More free time—which you can use to spend with your current customers, your family, or your golf game!

When you analyze your sales approach, look for opportunities to improve in all four of these areas.

About the author: JEFFREY SCOTT, MBA, is a business consultant and author of “The Referral Advantage” and “The Leader’s Edge”.

At age 34 he took over and built his landscape business into a $10 million enterprise. He now facilitates peer groups for landscape business owners who want to transform and profitably grow their business. To learn more visit www.GetTheLeadersEdge.com, email Jeff@jeffreyscott.biz, or call 203-220-8931. Article printed with authors permission.

ACTION Isaac Edwards, Student 1337 Country Ridge Pl Orlando, FL 32835-8019 407-484-9160 BROWARD Garmizo Nursery & Landscape Jamie Garmizo 10796 Griffin Rd Ft Lauderdale, FL 33328-3229 954-680-7720 The Green Experts, LLC Burt Bolduc 4121 SW 47th Ave Ste 1335 Davie, FL 33314-4027 954-341-6100 Referred by: Vickie Parrish, Parrish Nursery, Inc. Sunshine State Biomass David Disbrow 3784 NW 124 Ave Coral Springs, FL 33065-2410 954-345-8577 Referred by: Wes Parrish, Parrish Nursery, Inc. COASTAL SPRINGS Sumter County Extension - Central Cami Esmel, Supportive 7620 State Rd 471 Ste 2 Bushnell, FL 33513-8716 352-793-2728 FRONTRUNNERS Liners, Inc. Kevin Hansen 16320 NW 37th Dr Gainesville, FL 32609-6391 352-284-8130 Referred by: Tim Crawford, Forest Grove Palms, Inc. MANASOTA David Hill, Supportive 1688 Floyd St Sarasota, FL 34239-2132 240-393-0492 MIAMI-DADE Aquatic Landscaping Design, Inc. Dario Palacio 25405 SW 107th Ave Princeton, FL 33032-6112 305-257-2220

NORTHEAST Casting 4 Growth, LLC Anthony Tester 11476 Pine St Jacksonville, FL 32258-1665 904-400-4744 Referred by: Buck Wurster, B & L Landscape Co., Inc. PINELLAS Joshua Wayne Gordon, Student 8356 78th Ave N Seminole, FL 33777-4221 727-455-5759 Jacob Michael Viskil, Student 3300 Yale St N St. Petersburg, FL 33713-2738 727-470-5276 ROYAL PALM Plantmasters Lawn Maintenance Inc. Ronald Thomas Wright 525 Desoto Blvd Naples, FL 34120-9050 239-348-7181 SPACE COAST Zacke’s Nursery, Inc. DBA Lou Poulos Landscaping Vera Lynn-Poulos 1175 Marie St Malabar, FL 32950-6919 321-952-4067 OUTSIDE FLORIDA McHutchison Horticultural Distributors Vaughn Fletcher 1609 Chauncey Ct Liberty, MO 64068 816-520-2500

FNGLA’s Top Recruiter of the Year will be announced at the FNGLA Annual

Okeechobee Greens, LLC Soreida Martinez, Affiliate Firm PO Box 833143 Miami, FL 33283-3143 305-216-2333

Convention, June 29

Pro Paint & Landscape, Inc. Patrick M Spencer 19101 SW 108 Ave #7 Miami, FL 33157-6783 786-255-0878

Think you know who it

United Nursery LLC Jose Rodriguez 30401 SW 217th Ave Homestead, FL 33030-7902 786-243-0905

be surprised!

- 30 in Jacksonville. is? You might just

Calendar of Events

Contact Us

See and submit events at http://www.fngla.org under calendar FNGLA

May 8-9:

Florida WaterStarSM Training, Lake County Extension Service, Tavares

18:

Action Chapter Annual Golf Tournament, Black Bear Golf Club, Eustis

23:

UF/IFAS MREC Research Update & Field Day, MREC, Apopka

Trees Florida: Presented by Florida Chapter ISA, South Seas Island Resort, Captiva Island

Florida Chapter ASLA Annual Conference 2012, Renaissance World Golf Village Resort, St. Augustine

July 24:

Ben Bolusky

Jennifer Nelis jnelis@fngla.org

28-30: FNGLA Annual Convention, Hyatt Regency Jacksonville Riverfront, Jacksonville 28-30:

CEO/Executive Vice President Greenline Editor

June 10-12:

Phone: 407.295.7994 Toll-free: 800.375.3642 Fax: 407.295.1619 E-mail: info@fngla.org Web: www.fngla.org

Florida Turfgrass Symposium 2012; Osceola County Extension Service, Kissimmee

2011-2012 State Officers

President Halsey Beshears Simpson Nurseries P.O. Box 160 Monticello, FL 32345 (850) 997-2516

President-Elect Wes Parrish Parrish Nursery 5900 SW 185th Way Ft. Lauderdale, FL 33332 (954) 680-3544

Past President Carolan Mahr Ted Mahr Supply, Inc. 407A SW 2nd St Cape Coral, FL 33991 (239) 574-2214

Secretary/Treasurer Mike Marshall Marshall Tree Farm 17350 SE 65th St Morriston, FL 32668-4508 (352) 528-3880

Connect with us: About FNGLA This publication is produced by the Florida Nursery, Growers and Landscape Association (FNGLA) as a service to its members. The statements and opinions expressed herein do not necessarily represent the views of the Association, its staff, Board of Directors, Greenline or its editors. Likewise, the appearance of advertisers or their identification as members does not constitute an endorsement of the products or featured services.

The mission of the Florida Nursery, Growers & Landscape Association is to promote and protect the success and professionalism of our members.

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Read the latest FNGLA news inside & visit Greenline online at http://greenline.fngla.