Summer Tours Learn from colleagues and foster industry relationships while having a great time PAGE 41
Start the Chain Saw and They Will Come PAGE 14
Are You a Brand or a Business? PAGE 30
Widmer Golf Tournament page 43
THE
From the President . . . . . . . . . . . . . . . . . . . 8 Landscape Design . . . . . . . . . . . . . . . . . . 10 Arborists. . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Nursery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 Strategic Plan . . . . . . . . . . . . . . . . . . . . . . . 17 Business Management . . . . . . . . . . . . . . 22 MNLA Membership . . . . . . . . . . 24, 25, 44 State Fair . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Marketing Toolbox . . . . . . . . . . . . . . . . . . 30 Research. . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Growers . . . . . . . . . . . . . . . . . . . . . . . . . 34, 38 Northern Green Expo . . . . . . . . . . . . . . . 37 MNLA Foundation . . . . . . . . . 2, 40, 42, 43 Education. . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Certification . . . . . . . . . . . . . . . . . . . . . 45-47 Government Affairs . . . . . . . . . . . . . . 48-49 Plant of the Month . . . . . . . . . . . . . . . . . . 51
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ADVERTISER INDEX Astleford International...........................16 Bailey Nurseries .....................................11 Baker Lake Nursery ................................22 Belgard Hardscapes - Northfield ...............4 BFG Supply .......................................26, 27 Bullis Insurance Agency ..........................32 Carlin Horticultural Supplies/ ProGreen Plus ...................................47 Casualty Assurance.................................14 Central Landscape Supply .......................32 Central Power Distributors........................5 Collyard Landscaping..............................21 Cushman Motor Co. Inc ...........................20 Dailey Data ............................................12 Frost Services.........................................30 Gardenworld Inc.....................................12 Gopher State One-Call ............................22 Great Northern Equipment Distributing, Inc. ...............................33 Haag Companies, Inc. ...............................7 Hedberg Landscape & Masonry Supplies ..............................10
Jeff Belzer Chevrolet...............................19 Landscape Alternatives...........................36 Maguire Agency .....................................34 MN Equipment Solutions, Inc. .................31 Out Back Nursery....................................30 Pine Products Inc....................................17 Plaisted Companies ................................37 RDO Integrated Controls .........................45 Rock Hard Landscape Supply division of Brian's Lawn & Landscaping, Inc.........24 Sterling Arbor LLC...................................36 TerraDek Lighting, Inc. ...........................49 Titan Machinery ...............................15, 52 Tri-State Bobcat, Inc..........................13, 29 University of Minnesota Continuing Education ........................25 Vermeer Sales & Service..........................23 Walters Gardens Inc..................................9 Wheeler Landscape Supply .....................35 Ziegler Cat ...............................................3
event calendar JULY 4-10
Perennial Plant Symposium
16
Carlin: 2012 Buyerfest
St. Paul 855-487-8108
Boston Park Plaza Hotel, Boston, Mass. www.perennialplant.org | 614-771-8431
23 – Sept 3
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www.mnla.biz
MNLA Display Garden at the Minnesota State Fair
Open House Days at the Minnesota Landscape Arboretum Grass Collection
28-29 BFG Minneapolis Hort Expo
Minnesota Landscape Arboretum, Chaska www.arboretum.umn.edu
Earle Brown Heritage Center, Brooklyn Center www.bfgsupply.com/hortexpo
14-17
Ohio Shortcourse
Greater Columbus Convention Center, Columbus, Ohio www.ofa.org | 614-487-1117
24
22nd Annual Widmer Golf Tournament
University of Minnesota Golf Course, Roseville www.mnla.biz
26
MNLA Landscape Design Tour
Southwest Twin Cities Metro Area www.mnla.biz
26
MNLA Rolling Retail Experience
St. Paul www.mnla.biz
SEPTEMBER 13
Clean Water Summit 2012 - Green Infrastructure for Clean Water: The Essential Role of Soil Minnesota Landscape Arboretum. Chaska www.arboretum.umn.edu
19
MNLA Shootout Sporting Clays Tournament
South St. Paul Rod and Gun Club www.mnla.biz
27 Dig, Drive and Demo
AUGUST 9
MNLA Foundation: Girls Night Out
Minneapolis www.mnla.biz.
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Minnesota State Fairgrounds www.mnla.biz
JANUARY 8 Super Tuesday
2012 Wisconsin Nursery Field Day
Minneapolis Convention Center www.mnla.biz
Wayside Nurseries, Mequon, Wisc. www.wgif.net
11-15
9-11
Portland, OR. www.isa-arbor.com
Minneapolis Convention Center Exhibit contracts available www.northerngreenexpo.org | 651-633-4987
International Society of Aboriculture (ISA) 2012 Conference and Trade Show
Northern Green Expo
Visit www.mnla.biz for registration and details for MNLA programs! Questions? Call 651.633.4987. Sponsorships are available for selected seminars. Call Betsy Pierre at 763-295-5420 or e-mail betsy@pierreproductions.com. 6
www.MNLA.biz | JuLy 2012
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The Scoop | FROM THE PRESIDENT
Are You Changing to Stay Relevant? By Debbie Lonnee, Bailey Nurseries Inc. hew! What a spring! Never in my 32 years in the nursery industry have I seen spring weather like Debbie Lonnee we have had this year, and I suspect we’ll not see this again. While not every weekend has been perfect for garden center sales, we have been blessed with some incredible weather.
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Has this been the ‘turnaround’ year for you? After a number of years of recession, and this entire nursery industry, both here in Minnesota as well as the entire United States, shrinking, it looks as though things are looking up. Have you had to change with the times to keep your company relevant and growing? I know that the MNLA has looked inwards to make sure that we are serving the needs of our membership. We have recently gone through an almost one year process of strategic planning, culminating in an intense two day session in early April that yielded a strategic plan that will change our organization in many ways, hopefully to keep the MNLA relevant to our members for many years to come. We are in the very early stages of implementing that strategic plan, and as we go through 2012, you will see articles every month explaining some of these changes. 8
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As part of our strategic planning process, we decided to hire Kip Creel of Standpoint Group to do some market research for us. Kip and his staff put together some focus groups compiled of both members, past members and non members to analyze the needs of our membership. We used his research to help guide us in our decisions to make some big changes within the MNLA organization. We will start explaining the changes that will happen within MNLA here in the July issue of the Scoop. Please see the article summarizing the strategic plan by Bob Fitch on page 17. Change is not always easy, but it is necessary to survive, and hopefully to thrive in the current economy we are in. I certainly hope you have had a busy and prosperous spring of 2012 and the summer brings more of the same. We’ll all change together, and hopefully the MNLA will help you grow your business throughout the coming years. As always, I invite your comments and input. Send me an email at Debbie.lonnee@baileynursery.com, or give me a call at 651-768-3375. If you want to talk about the strategic plan, please let me know how you feel about it. Or, if you want to talk about your favorite series of petunias or that fantastic new shrub that is selling like hotcakes in your store (perhaps it is a Bailey bred variety? Sorry, shameless self promotion), let’s talk plants! q
Minnesota Nursery & Landscape Association 1813 Lexington Ave. N. Roseville, MN 55113 651-633-4987, fax 651-633-4986 Outside the metro area, toll free: 888-886-MNLA, fax 888-266-4986 www.MNLA.biz
MNLA Mission The mission of the Minnesota Nursery & Landscape Association is to help nursery and landscape related companies in Minnesota and the surrounding region operate their businesses more successfully.
BOARD OF DIRECTORS Debbie Lonnee, MNLA-CP, President Bailey Nurseries, Inc. 651-768-3375 debbie.lonnee@baileynursery.com Heidi Heiland, MNLA-CP, Vice-President Heidi's Lifestyle Gardens 612-366-7766 • heidi@BloomOnMN.com Herman Roerick, Secretary-Treasurer Central Landscape Supply 320-252-1601 hermanr@centrallandscape.com Bert Swanson, MNLA-CP, Past President Swanson’s Nursery Consulting, Inc. 218-732-3579 • btswanson2@gmail.com Randy Berg, MNLA-CP Berg’s Nursery, Landscape/Garden Center 507-433-2823 rberg@smig.net Scott Frampton Landscape Renovations 651-769-0010 sframpton@landscaperenovations.com Tim Malooly, CID, CLIA, CIC Irrigation By Design Inc. 763-559-7771 • timm@ibdmn.com Mike McNamara Hoffman & McNamara Nursery & Landscaping (651) 437-9463 mike.mcnamara@ hoffmanandmcnamara.com Bill Mielke Waconia Tree Farms LLC 952-442-2616 billmielke@waconiatreefarms.com Bob Fitch MNLA Executive Director 651-633-4987 • bob@mnla.biz All original works, articles or formats published in The Scoop are © Minnesota Nursery & Landscape Association, 2012, and may not be used without written permission of MNLA. The Scoop is published 12 times per year by MNLA, 1813 Lexington Ave N., Roseville MN 55113. Address corrections should be sent to the above address. News and advertising deadlines are the first of the month preceding publication.
The Scoop | LANDSCAPE DESIGN
Maintaining Quality By Seth Midura, Natural Creations Landscape n early spring arrival means excitement and anticipation of a long and prosperous landscaping season. It seems everyone is off to a fast start and optimistic it will be a productive and profitable year. Mixed in with the excitement and energy is a dose of reality as I scramble to the next item on the ever-growing to-do list. Seth Midura If you are anything like me you may wonder ‘How can I fit any more into my schedule?’ If you find yourself writing ‘eat lunch’ on your to-do list, then you know what I am talking about. As I look forward and plan for the weeks and months ahead, I continue to remind myself that busy is good. Customers, contractors and gardeners we have worked with throughout the years are satisfied with our previous work and have pointed new potential clients in our direction. The on-going referral process has allowed us to grow our network exponentially. This satisfaction is a direct result of exceeding expectations and “going the extra mile.” In this article, “going the extra mile” means clearly communicating with clients during the planning phase of the project to help them understand what it means to properly maintain their property after the project is completed. In the landscape industry, designs and plans are presented to clients looking for a unique change, a landscape upgrade, or a completely new look. The excitement of starting and completing a new installation often overshadows the importance of maintaining existing landscapes. When a installation project wraps up, we all enjoy positive feedback received as a result of our thoughtful planning and hard work. After we walk through the results with our client and they are in awe, we leave the job site feeling a sense of accomplishment. The immediate results are rewarding to both us and the client. But, as I continue to meet with more and more clients, I realize the completion of the previous project has resulted in a beautiful landscape they simply cannot manage on their own. As a result, the projects rapidly depreciate in appearance, function and value. In order to prevent your project from reverting back to ‘out of control and unkempt’, clearly communicate to clients the on-going effort that will be needed to manage and maintain their new landscape. Although success for many companies comes from selling new landscape installation, both short term and long term maintenance plans can be incorporated into the selling strategy. I now put additional thought into how the client will manage
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Continued from page 10 the property maintenance after the project is complete, and this maintenance plan is presented to the client with the designs and bids. The answer to maintaining a beautiful new garden, landscape or patio might lie outside the walls of the company that designed or installed the project. If your company is not set up to maintain landscapes after the installation, refer a qualified maintenance company, gardener or property manager. Maintenance crews need proper training about specific materials and components installed. The proper maintenance plan and team will enable you to build long-lasting relationships with clients and also help you grow your professional network. Whether it is a licensed arborist, master gardener, reliable irrigation technician, artistic lighting designer or other contractor, these services are all part of what I consider to be a quality maintenance team. Learn to include short term and long term maintenance services in your bidding process. Build relationships with other maintenance professionals to utilize their expertise. Exceed client expectations and go that extra mile by helping clients understand quality maintenance is essential to the ongoing appearance, function and value of their property. q _________________________________________________ Seth Midura is a member of the MNLA Landscape Design Committee and can be reached at seth@naturalcreationsmn.com.
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ust ask Van why he chose CounterPoint and Dailey Data as his POS solution providers for Malmborg’s Garden Centers:
“CounterPoint and Dailey Data have helped us become more profitable by improving our purchasing with detailed historical sales information, as well as controlling our margins by identifying return items and limiting inventory losses with controlled receiving procedures. “I highly recommend Dailey Data and CounterPoint to others in our industry because they have the hands-on experience to understand the specific needs of the Nursery, Greenhouse, and Garden Center businesses.” ~ Van Cooley Malmborg’s Garden Centers
Want to know more? Call or email for a no-obligation survey and ROI analysis for your company. 12
www.MNLA.biz | JULY 2012
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The Scoop | ARBORISTS
Our goal is to exceed your expectations.
Start the Chain Saw and They Will Come By Mark Madsen, Bartlett Tree Experts
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hings in the tree care end of the landscape industry are certainly in mid-season form now, and we all see things going on and hear things every day Mark Madsen in the tree care business that make our heads spin. For example, one customer told me that a “competitor” had assured her that he could prevent her ash tree from producing seeds by pruning it so as to change its sex. We’ve all heard of coldcalling “tree cutters” who roam neighborhoods trying to scare homeowners into letting them top all their trees “before they fall over.” I shuddered recently when a neighbor down the street from me was having his
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trees pruned by a couple of guys in an unmarked, beat-up pickup truck, wearing no PPE other than cotton gloves, climbing only with a tether rope tied to a high branch while making onehanded chain saw cuts roaming through the tree. Once the “climber” got back on the ground, there were several neighbors waiting for him, asking anxiously if he had any business cards! “Start the chain saw and they will come”—indeed. We all shake our heads and declare our level of professionalism to be light years beyond practices such as the above, but sadly they can define what our industry is for unknowing, unsuspecting homeowners. To them, we are all “tree cutters.” The key, of course, is educating them as to who our company is, what standards we adhere to, certifications that we possess, insurance we have that protects them as well as us, what p our o memberships in ISA, MSA and a MNLA mean to our knowledge level and ability to k bring them the highest level of b ttree care expertise and business p practice available. Each of our eemployees who interacts with tthe public should be up to date iin his or her training, education, aand certification for the job they aare doing. Let’s continue to ““raise the bar” of professionalism ffor ourselves that the purchasers oof our services see. Perhaps only tthen will they understand why w we are more expensive to hire tthan just a “tree cutter”— bbecause we are more than just a ““tree cutter.” q _________________________ M Madsen is a member of the Mark M MNLA Commercial Arborists C Committee and can be reached at m mmadsen@Bartlett.com.
The Scoop | NURSERY
New Pots Stop Spinning Roots By Jeff Gillman, University of Minnesota, o you watch black and white TV? Use a rotary dial phone? Listen to your music from a record player? No? Well, that’s probably because all of the technology I just mentioned is from the 1950s. Since then, all kinds of new advances have come along. Flat screen TV, cell phones, and ipods have replaced what were Jeff Gillman once old standbys. What we often fail to recognize is that the plastic nursery containers most of us use are 1950s era technology too.
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In a recent study we planted a variety of different, somewhat potbound, trees from containers into a field. All of the trees were planted so that the level of media at the top of the container was the same as the level of the soil where the container was planted. We tried a variety of methods for controlling the circling roots before planting them, including
leaving them be, slicing them on four sides and across the bottom, and cutting the root ball into the shape of the box. When we harvested the roots five years after planting, we discovered that the roots from those trees that had their root system cut into the shape of a box had the fewest roots circling the stem, but even they had a few, and cutting their roots that severely did affect their growth the first year and wouldn’t be easy for the typical consumer at home. The quick cure for this problem is simply planting trees at the right depth. When this is done there is no chance for roots to circle the stem, because the stem is above ground. But still, homeowners and inexperienced landscapers will make mistakes and plant too deeply and end up with spinning roots.
Left, smooth plastic container Right, RootTrapper ™ container
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www.MNLA.biz | JuLy 2012
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cure. There are containers made today There is a cure a and ay readily available that can stop roots from spinning around the inside of containers. Products like RootTrappers, Smartpots, and Superoots can all play a part in stopping roots from spinning. Yes, they are more expensive, but then a smartphone cost more than a rotary phone when it first came out, and we all slowly made the transition because they were a better product. The same is true with these new containers. We need to be at the front of the curve rather than the back, testing these new containers so that when consumers start to demand them because of the superior product they can offer, we’re ready. q _________________________________________________ Jeff Gillman is a member of the MNLA Nursery Committee and can be reached at gillm003@umn.edu.
STRATEGIC PLAN | The Scoop
MNLA Strategic Plan Zeros in on Core Competencies By Bob Fitch, MNLA Executive Director re there any of you who haven’t made changes to your business plan in the last 10 years or the last 10 months? With the ever-increasing changes in technology, society, and the economy, maybe you’ve even changed a method of operations in the past 10 days or the last 10 minutes!
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Associations face many of the same challenges as businesses and must be innovative in their approaches to the future. The latest gospel on association management – the book “Race for Relevance” – states: “. . . While most associations and professional societies are not in immediate danger, they will struggle if they cling to conventional
approaches and structures. Trade associations will have members, but they will lose market share and influence.” Instead of falling prey to the dangers of the status quo, the MNLA Board of Directors invested in qualitative research to determine member and non-member needs and brought those findings into extensive discussions over the past year by an MNLA strategic planning group called “Team Tomorrow.” The goal was to build MNLA’s value and relevance for current and future generations of green industry companies and professionals.
With the guidance of Kip Creel, owner of The Standpoint Group, a market research firm which specializes in the green industry, Team Tomorrow made bold, exciting, and sometimes painful decisions. All decisions were made with an eye towards ensuring that MNLA continues to be a positive force in helping our members operate their businesses more successfully. Creel’s work included an in-depth two-day discussion with a focus group made up of 12 progressive MNLA members and four non-members. This research was combined with the knowledge base and ideas of committee members which were brought forward by Continued on page 18
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Strategic Focus Area #1 Governance
Continued from page 17 a number of committee chairs and key committee members; statistical analysis of member participation vs. investment of financial and staff resource; and consideration of trends in the green industry, associations, society and the economy. According to MNLA President Debbie Lonnee, “It was clear from the focus group and from our leaders that we want MNLA to continue to be a ‘big tent’ organization welcoming many segments of the green industry. At the same time, MNLA needs to be more focused in its programs and services. Instead of trying to do a wide variety of programs at an ‘okay’ level, we plan to deliver a higher level of excellence on our core competencies of education, government affairs, and networking.” Following is the Executive Summary of the MNLA Strategic Plan. Additional background and information will be reported in the August Scoop.
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MNLA will streamline and modernize its governance model in order to be the most effective and responsive association to meet the challenges of the future. The goal is to create an association whose governing and operating structures are nimble and agile enough to seize opportunities and respond to challenges in an extremely timely fashion. • •
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Key Points: Create a rigorous Board member screening process. Streamline the committee system. Five committees will exist: Education and Certification; Government Affairs; Membership; Networking; Communications and Technology. More task teams. e nature of task teams is to be flexible, projectspecific, and time-limited. is format will broaden the appeal of volunteer service, providing for greater member input and
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involvement. Continued grassroots input via industry segment networking groups. Strategic Focus Area #2 Education
MNLA will improve educational opportunities for members and create a more agile and progressive educational program decision-making process. •
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Key Points: Create a new centralized education decision-making body comprised of individuals who are connected at a national level, and have familiarity with current educational and industry trends. Develop a robust set of on-demand educational resources that members can access at their convenience. ese resources will be designed to verify educational achievement levels
Continued on page 20
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or competencies. e MNLA Certification Program will be remodeled and be included as a component of the on-demand education. Stratify education for two levels: employees and the employer / manager. Offer specialized educational/trade show events for niche markets. Strategic Focus Area #3 Government Affairs
MNLA’s government affairs program will continue to protect the interests of MNLA’s members. •
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Key Points: Be a prominent resource for lawmakers on environmental, agricultural, construction, and small business issues. Improve communication and create venues for members to interact with association leaders on government affairs.
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Continue to grow the association’s capacity to influence regulations affecting members. Strategic Focus Area #4 Business Connections
MNLA will become the catalyst to help members and related professionals build business opportunities, foster industry camaraderie, and provide a fun atmosphere. In addition, these groups will serve as an incubator of ideas for educational programs, government affairs direction, and other innovation in association member services. •
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Key Points: Make small groups a cornerstone of networking and business connections, and increase emphasis on CEO-level networking. Increase the use, visibility and availability of subject matter experts as a resource for members; and increase the business intelligence of MNLA’s online member directory. Enhance cross-industry business
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connections with groups such as landscape architects, engineers, golf course superintendants and others. Many of MNLA’s current committees will be re-purposed into networking groups. Strategic Focus Area #5 Information, Marketing and Communications
MNLA will be a critical hub for members to access vital and unique knowledge. •
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• •
Key Points: Members will be able to rely on MNLA to provide ready access to vital information in areas such as business trends; industry analytics; pertinent research results; and regulatory compliance. MNLA will be a critical information hub for members to access marketing expertise, tools and techniques. MNLA will make it easier for members to access vital and unique knowledge through actions such as revamping online resources to ensure members find them clear and easy to navigate; increasing the value of the members-only section of MNLA.biz; creating mobile versions of online resources. Revamp printed communications to modernize the look and content. Create and enhance MNLA’s social media presence. Strategic Focus Area #6 Membership
MNLA will be an association that green industry companies aspire to join because it represents professionalism and prestige, as well as because it provides a competitive business edge through education, government affairs, access to information, business connections and leadership development. •
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Key Points: Enhance member professionalism and prestige by creating a baseline set of standards/expectations for being a member.
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•
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MNLA will increase its personal touch with new and veteran members, plus devise new methods of demonstrating and promoting its value to members in order to increase retention, gather member ideas and concerns, and discover potential new volunteers. Intentionally work with member suppliers to enhance connections with prospective members. Proactive staff and volunteer connections with members and prospective members, both through in-person visits and intentional phone calling. Initiate a leadership development program (e.g. communication skills, public speaking, coaching, mentoring).
Strategic Focus Area #7 Narrow the Scope of MNLA Activities In order to focus its staff and volunteer resources, MNLA will direct its energies into education, government affairs, business connections, access to
STRATEGIC PLAN Core Competencies Education Government Affairs Networking information, enhancement of industry professionalism, and membership retention and recruitment. Staff and volunteer resources will be directed away from publications and association directto-consumer marketing.
Key Points: • MNLA will no longer do direct-toconsumer industry marketing and public relations programs, in favor of becoming a hub of information to help members market themselves. is step will include ending the Garden Minnesota brand; ending Capitol decorating; ending Green for Life; and discontinuing the Landscape Awards program. • Discontinue member service programs/services with third party providers which have weak participation or value. • Create a phase-out plan for the catalog program which balances the needs of members vs. net revenue to the association as compared to the investment of staff time. q ________________________________ Bob Fitch is executive director of the Minnesota Nursery & Landscape Association. He can be reached at bob@mnla.biz.
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The Scoop | BUSINESS MANAGEMENT
How to Use Your MNLA Membership to Differentiate Your Company in the Mind of Your Prospects By Mike Jeffries, Closing Success System
or the past 10 years I’ve worked with hundreds of home service contractors and I’m amazed that few, if any, take full advantage of their membership in a trade association or group in their marketing.
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When a typical homeowner/prospect is looking for a contractor they really don’t know how to evaluate each company versus their competitors. They don’t know what questions to ask or if they do know what questions to ask, they don’t know what the answers should be. Here’s what we’ve found after surveying and talking to hundreds and
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hundreds of homeowners. Please keep in mind that prospects always want to know “what’s in it for me” or “why would this be important in my decision.” ere are 3 general areas that they want information about you and your company: •
Reputation and Stability of Your Company • Experience With a Project Like eirs • Follow Up and Customer Service Armed with this knowledge you can now use your membership to help position your company as the obvious choice to do business with.
Virtually all of our clients are members of their trade association. If our clients are not members, we strongly recommend that they join. BTW -Most of the “good guys” in each industry belong to their trade association. The problem is that many contractors don’t take the time to explain to their prospect what their membership means to them. They simply put the logo on their marketing, ads or website and leave it at that. Remember, the homeowner has no idea what that logo represents, so part of your job is to teach them. For Example: It’s estimated that 3 to 5% of all contractors belong to a professional
association for their industry. For many industries the % is a lot less. What else could you teach your prospective buyer about this? How about: • Your code of ethics • Ongoing industry training in best practices • Guidance in complying with new regulations and more What if you hold or have held an officer or board member position? People like to know that you are responsible and that you take an active role in your association. What professional certifications do you hold? The number of professionals with certifications is even smaller than those that belong to an association. In most industries it is far less than 1%. Again – don’t just tell your prospects that you have the certification – explain
the amount of time involved to get it, what % of your competitors hold it and what additional skills it gave you and how that will help the prospect get the service and results they really want. Keep in mind that the real problem is most buyers are too embarrassed to ask questions about your membership. Many are afraid that this might make them look “dumb”… It is easier for them to think “he or she seems nice so they must be honest too.” Your goal is to never lose a prospect to a competitor that doesn’t take advantage of all the benefits of belonging to your trade association. Not even one. You need to educate your prospects about the benefits of hiring you and by doing that they will realize the risks in hiring someone that is not a member. q _______________________________ For information contact Mike Jeffries at (877) 280-0715 or visit www.closingsuccesssystem.com
Go to MNLA.biz for concise, useful environmental information. Titles include: • IPM & PHC • A Stormwater Primer • Native Plants • Rain Barrels • Permaculture • Business Energy Efficiency • Residential Raingardens • Low Input Lawns
Compiled and reviewed by the MNLA Sustainable Environment Committee
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TIME to RENEW your MEMBERSHIP Successful Businesses Grow Here! • • • • • • • • • • • •
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Education Northern Green Expo Technical Training Business Management CEO Symposium Pesticide Recertification Networking and Fun New Networking Groups Landscape Design Tour Rolling Retail Experience Widmer Golf Tournament Girls Night Out Shootout Sporting Clays Tournament Garden Party
www.MNLA.biz | JuLy 2012
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Government Affairs your voice at the State Capitol Regulatory watchdog and advocate Information The Scoop MNLA eNews MNLA.biz Membership Directory
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Business Services TBG Workers Compensation Insurance The Credit Card Dr. Zlimen & McGuiness Attorneys Outdoor Living Catalogs Holiday & SA Fuel Savings Garden Center Carryout Trays
For more information on any of these member benefits, to renew your membership, or for other help, contact MNLA at 651-633-4987 or mary@mnla.biz.
Welcome New Members! MNLA welcomed two new members in May:
Nelson Turf Services of Rosemount Marketplace Events of Minnetonka anks for joining the Minnesota Nursery & Landscape Association! Also, congratulations to Anderson Custom Landscapes of Mankato who won the drawing for two Expo registrations and a hotel stay for being among those who renewed their membership prior to the early bird deadline in June.
Got something to say? MNLA is looking for Scoop writers. To learn more, email susan@mnla.biz or call 651-633-4987. JuLy 2012 | www.MNLA.biz
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Volunteer at the MNLA Garden During the 2012 Minnesota State Fair! Three-hour shifts • August 23 - Sept. 3 — Free tickets to the Fair plus a T-shirt - Call 651-633-4987 or 888-886-6652
9 a.m. - 12 noon Thurs. Aug. 23
12 noon - 3 p.m.
3 p.m. - 6 p.m.
6 p.m. - 9 p.m.
Otten Brothers Nursery & Landscaping
Maddell Companies
St. Croix Tree Service
Catholic Cemeteries
Leslie’s Garden
Fri. Aug. 24
Bailey Nurseries
Sat. Aug. 25
Oak View Nursery
Sun. Aug. 26
Bourdeaux Enterprises
Mon. Aug. 27
Home Sown Gardens
Mpls Park & Rec
Arteka Companies
S&S Tree Specialists
The Mustard Seed Landscaping & Garden
Mpls Park & Rec
Bachman’s
Verbena Design
Curbside Lawn & Irrig. City of Golden Valley Leslie’s Garden, Inc
Thurs. Aug. 30 Fri. Aug. 31
Trio Landscaping
Malmborg Garden Center
Tues. Aug. 28 Wed. Aug. 29
Lynde Greenhouse
Maddell Companies
Dundee Nursery & Landscaping Linder’s Garden Center
Visionary Landscape
Sat. Sept. 1 Sun. Sept. 2 Mon. Sept. 3 28
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The Mulch Store
Wild Ways to Garden
Maddell Companies
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A Deeper Shade of Green Local Genetic Origins
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The Scoop | MNLA MARKETING TOOLBOX
Are You a Brand or a Business? By Jeff Korhan, Jeff Korhan News Media and Small Business Marketing ocial media enables brands and businesses to extend their marketing reach, thereby achieving new opportunities for interaction with followers, fans, prospects, and customers. The challenge is converting that activity into new business. Jeff Korhan This is accomplished by distinguishing the brand from the business – understanding how the dynamic of reach and interaction, and how they work together to respectively achieve practical results.
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Native Minnesota Woody & Herbaceous (651) 438-2771 • Fax (651) 438-3816
www.outbacknursery.com
Call us first for all your native planting needs
Brands Attract Attention Your brand represents many things. It can project playfulness and fun, stability and security, a knack for innovation, or a combination of all of these – and more. The characteristics or qualities of a brand can sometimes be difficult to define. Nevertheless, your brand is a powerful asset for attracting the attention of consumers. Consumers can be very loyal to a brand, despite not fully understanding it well. Why? Brands are largely symbolic – something that creates alignment. This explains why many consumer brands have been hugely successful with Facebook marketing. If your friends like a brand, and you like your friends, then there is an excellent chance you will also align yourself with that brand. What’s really happening is you are really aligning yourself with your friends via the brand. And Facebook and the large consumer brands are loving all of this. As a small business, you can make this work for you too. 30
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Businesses Engage and Interact Relationships with brands can be fleeting. For one thing, one can be a fan of brand without actually being a customer. And how well can you know a brand if you have not had direct experience with the products and services it represents? Thus, if even one thing goes wrong with that tenuous relationship – the brand is likely to lose a loyal follower. This is one reason why the reach of a brand is essential. Attract as many followers as possible because you are sure to lose some along the way. Businesses, on the other hand, have deep and often personal relationships with their customers. The nature of business is that there are ups and downs. Why else would you even need to concern yourself with customer service? When a business works with customers to resolve problems and otherwise exceed expectations, it solidifies relationships – and builds true loyalty. The key for businesses is to move beyond attraction and engage with followers, fans, and prospects – such that they become customers. This requires personal interaction. It’s not a numbers game – but one of focus. Thankfully, there are means for accomplishing this with social media, such as Facebook Smart Lists, Twitter Lists, and LinkedIn notes, tags, and messaging.
e Future of Business is Personal Attraction is accomplished online with content marketing – providing free solutions that solve problems. Your blog and Facebook page serve this purpose, along with others. Unless you are an online marketer, if you expect to convert brand attraction into new business, you have to develop relationships by interacting with your communities. You may be able to accomplish this online via tweets and comments, or you may have to resort to emails, and yes, even that oldfashioned method we know as a telephone call. Regardless of your industry, you can only score new business if your prospects believe you understand and care about them. While this may be possible with online marketing, there is no substitute for personal human interaction. This means getting prospects into your store, or otherwise managing their experience with your company. Even if you don’t have a store, you can effectively engage prospects with experiential marketing – anything that gives them confidence. The answer to the aforementioned question is that you are both a brand and a business. The key is understanding the distinction – and taking appropriate actions to make the most of each of them to sustain your profitability and success. q _________________________________________________ Jeff Korhan helps mainstream small businesses get practical results from their online marketing - as a consultant, professional speaker and coach. Learn more at jeffkorhan.com.
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The Scoop | RESEARCH
What Have You Been Missing? ou need knowledge to improve your business and operations – and in turn increase your profitability. The MNLA Foundation has contracted with an experienced scientist, Dr. James Calkins, to search environmental horticulture and landscape research literature world-wide and then provide that information to you in a concise, usable format. “Research for the Real World” articles are featured in The Scoop, MNLA eNews and via social media, and are being archived on MNLA.biz.
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Here’s what you’ve been missing: In the Scoop: • • • • •
Jan: Sell the Value of Your Products, Services (pg 30) Feb: Rain Gardens Work on Both Sandy and Clay Soils (pgs 42-43) March: USDA Releases New Hardiness Zone Map (pgs 16-17) Also in March: Daylily Leafminer Identified in North America (pg 18) April: Research Characterizes and Highlights Trends Within the Nursery Industry (pgs 17-19) In eNews:
March: • A novel selection of big bluestem should thrill native plant enthusiasts and garner grassroots attention • Damage claims, lawsuits, replanting, and composting; the aftermath of Imprelis® April: • e hidden costs of water • What’s crisp, juicy, and sweet and was named the official state fruit of Minnesota in 2006? May: • Sterility and invasive plants • Irrigation system audit information reveals most common residential irrigation maintenance issues 32
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Research for the Real World - What Have You Been Missing? continued from page 32
Facebook, Twitter and LinkedIn
Have you missed any of these topics? Connect with MNLA on these social media channels:
May 17- $20,000 for a streetlight, $8,000 for a tree grate, and $800 for a boulevard tree; backward priorities and a recipe for dead trees.
Like us on Facebook, Minnesota Nursery and Landscape Association (MNLA) Connect with us on Twitter, MinnesotaNLA Join our group on LinkedIn, Minnesota Nursery & Landscape Association (MNLA)
May 11- 2,4-D Petition Denied by EPA – 2,4-D tolerances safe; no basis for any changes in registration.
You can also access Research for the Real World articles at www.MNLA.biz in the members-only section. If you have a topic-of-interest that you’d like to suggest for a future article or to pass along a piece of research-based information that might be of interest to your industry colleagues, please email us at Research@MNLA.biz.
May 4- Capture and reuse is an important nursery and greenhouse water conservation practice, but be sure to disinfect.
April 26- Chicken-feather-based, biodegradable nursery containers?
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The Scoop | GROWERS
Pest Monitoring: A Best Practice for Insect Management with Biological Control Agents By Julie Graesch and Chris Quinlan any growers have increased their use of biological control agents (BCAs), no longer relying exclusively on conventional pesticides to control pests. As growers become more familiar with these pest management tools, they are discovering how well BCAs work and how to easily incorporate them into pest management programs. Growers are also finding that certain management practices can make a significant difference in how much control they can get with BCAs. e growers that see the most success with BCA applications take the time to educate themselves about the tools they are using. Considerations include packaging, storage, temperature, moisture, compatibility … and the list goes on. Aside from these considerations, there is also the need to understand how BCAs work, and what steps can be taken to increase their efficacy. Regular pest monitoring is critical in this process. Building your BCA program into an overall integrated 9:18 PM pest management program (IPM) can also be helpful.
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and Nationwide Agribusiness
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Development of pest management strategies that marry mechanical, biological and chemical control methods are foundations of IPM. e six guiding principles of IPM include: 1. Establishment of action, or economic, thresholds aimed to control, but not to completely eradicate, pest populations. 2. Regular monitoring, scouting and record keeping to accurately identify and quantify pest populations over time. 3. Development of cultural practices to maintain healthy plants without excess water, fertilizer and pesticide inputs. 4. Utilization of mechanical barriers or methods that physically prevent or remove insects from a greenhouse or nursery. 5. Use of biological control agents to manage insect populations. Page 1 6. Applying conventional synthetic insecticides responsibly, by only treating when necessary and rotating modes of action to limit potential for targeted pests to develop resistance. Why is monitoring so important? A limitation of many biological control agents is that they cannot quickly control high insect pest populations. Regular monitoring and scouting early in a crop cycle is important to identify the presence of pests. Studying previous pest monitoring and control records will identify what pests were present, at what time of year, what control d and nd effectiveness f ti n off control ff ntr l measures m r in measure(s) were used, controlling the pest. With this knowledge, growers can develop biologically-based IPM programs that minimize the potential of pests reaching economic thresholds. If pests do reach thresholds, conventional insecticides that are compatible with biological control agents can quickly reduce pest populations to manageable levels. Economic thresholds vary depending on grower preference, crop species and stage, crop susceptibility and growing conditions.
Several key practices are recommended for pest monitoring. 1. Schedule time for monitoring and scouting. Scouting and monitoring are essential to a successful IPM program. Scouting should take place once or twice a week throughout the entire production season – no exceptions. 2. Monitor early. Begin monitoring as soon as new plants and cuttings arrive to help identify pests before the populations rise. Quarantine incoming plant material in order to prevent introduction of pests to other areas of the facility. Continue to monitor pest populations throughout the season.
3. Determine infestation levels. Use sticky card counts, potato slices, beating trays and other pest monitoring tools to determine population density and subsequent control measures. • Sticky cards are an inexpensive and effective tool for monitoring flying pests. ey help determine when and where the insect appears. • Potato slices attract larval stages of many pests, especially fungus gnat larvae. Place potato slices on the soil surface and check every few days. • Randomly pick up plants while monitoring to look for flightless insects. Study the tops and undersides of leaves and flowers for signs or symptoms of insects. • Some insects will fall from a plant when disturbed. Place a white piece of paper or cloth and tap or gently shake a plant to dislodge insects. Quickly capture, identify and record the dislodged insects. • Look for signs of damage from insect pests. Some insects have chewing mouthparts while others have piercing sucking mouth parts, and insects usually leave characteristic and diagnostic signs. 4. Keep detailed records. Record the species and number of pests found while monitoring. Create a map or outline of areas that had Continued on page 36
11151 Chaparrel Ave. 4105 85th Ave. North Shakopee, MN 55379 Brooklyn Park, MN 55443 (800) 831-4891 (763) 493-5150 (952) 496-1043 ext. 214 JuLy 2012 | www.MNLA.biz
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Continued from page 35 higher infestations levels. Keeping these detailed records helps determine when certain insects become a problem and when to implement control measures. 5. Treat preventatively. Because biological control agents work best with low pest populations, it is important to prevent high infestations from occurring. Make regular applications of beneficial nematodes and other pest control methods that you choose. Pest proof netting or other physical barriers often are the first line of defense. When feasible, plants should be selected with resistance to common pests. Likewise, banker or buffer plants also can be effective. Regular pest monitoring is essential to develop effective IPM programs, and to help guide management and application decisions. Being proactive in controlling insect pests with a combination of biological and chemical control agents will help keep your plants healthy and your customers happy. q _________________________________________________ Julie Graesch is the nematode field development specialist at Becker Underwood in Ames, Iowa. She is responsible for product development, as well as coordinating research opportunities with universities and third parties. Chris Quinlan is a Midwest and Great Plains territory manager at Becker Underwood. Becker Underwood produces a variety of professional plant health solutions.
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The Scoop | GREENHOUSE & HERBACEOUS GROWERS
California Spring Trials Report – Part II By Carolyn Jones, BFG Plant Connection Editor's Note: Our apologies to Carolyn Jones for publishing a photo of her co-worker, not her, with her June article. elcome to Part II of the 2012 California Spring Trials Report. We are traveling south down the California coast and reviewing each stop in the order I visited them. We ended Part I at Westhoff, so we will begin Part II at PanAmerican in Santa Paula and continue south until we end in Encinitas at Ecke Ranch. There are some great new introductions in this second half of the trip, so here we go…..
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PanAmerican Seed
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Petunia ‘Sophistica® Blackberry’ and ‘Debonair™ Black Cherry’ – black petunias from seed that offer a less expensive alternative. Sophistica® is a grandiflora (same series as Lime Bicolor) and Debonair™ is a multiflora. Both are black with some reddish-purple undertones. Also introduced is Sophistica® Lime Green, which looks great with Blackberry! Vinca ‘Jams and Jellies Blackberry’ – this is a 2012 All-America Selections winner, and it is a lovely dark blue-purple flower. It is also featured in ‘American Pie Mix’ with Pacifica Red and Pure White. ‘Cool Wave™ Pansy’ – a new series of spreading, trailing pansies. Great prostrate habit and large flowers. In the landscape, plant 1 per square foot…don’t crowd them! 4 colors: Frost, Yellow, White and Violet Wing. e POP for this item is free for the first year if you register at www.wave-rave.com! Patio Veggies – PanAmerican has a new collection including Zucchini ‘Easy Pick’ with no hairs on the stems, Cucumber ‘Patio Snacker’ which will vine on a trellis in a pot, and Tomato ‘Topsy Tom’ which has very flexible stems and will work well in “upside down” tomato planters as well as patio pots and the garden.
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Petunia ‘Fortunia® Paradise Punch’ – a bright new petunia with a pink outer ring and yellow center.
Zucchini Easy Pick
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Osteospermum ‘3D™ Berry White’ – a new color that has white petals and a violet double center. Really a standout!
Fortunia Paradise Punch
Osteospermum ‘Zion™ Red’ – the best red I’ve seen in an osteo, with a touch of bronze in the color. It’s quite dark and intense. ere is also a new ‘Zion Shadow Yellow’ that is a very unique yellow and lavender bicolor.
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Geranium ‘Belcanto’ – interspecific geranium with large blooms in lilac.
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Osteospermum ‘Margarita Supreme’ – a new sub-series with larger flowers, well suited to 6” pots.
Calibrachoa ‘MiniFamous™ Double Rose Chai’ – a unique new color that is yellow with pink veining and a dark eye. It looks great when mixed with pink or purple.
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C li Ca l bra r ch ra c oa Double Rose Chai C ai Ch Calibrachoa 38
Carolyn Jones
Proven Winners Calibrachoa ‘Superbells® Lemon Slice’ – a new, unique flower on a calibrachoa, this one is white with a large yellow star. It has a mounding habit, similar to ‘Dreamsicle’ and the new ‘Cherry Star’. Very bright and showy.
Calibrachoa Lemon Slice
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Lobularia ‘Blushing Princess™’ and ‘Frosty Knight™’ – joining the family started with Snow Princess®, Blushing Princess™ is a soft lavender color that will be brighter with more light intensity. Frosty Knight™ has white flowers and variegated foliage. Both are about 30% less vigorous than Snow Princess®.
Suntory
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‘Sun Parasol® Garden Crimson’ – a new addition to this line of mandevilla, Garden Crimson is compact and bushy, and was bred to work in 4-4.5” pots. Works well in the landscape too.
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Petunia ‘Surfinia® Summer Double™’ – a small flowered double petunia in 3 colors, Pink, White and Rose. is series has good heat and rain tolerance for a double, and blooms early. It has a nice mounding habit.
Begonia ‘Arcada™’ – a new series that is more vigorous than Nonstop®. Great for hanging baskets in shady areas. 7 colors including Apricot Bicolor.
Begonia Arcada Apricot Bicolor Lobularia Blushing Princess •
Coleus ‘Colorblaze® Keystone Kopper™’ – this is a truly beautiful deep, rich copper color that will add a wow! factor to any container or garden.
Summer Double Pink Surfinia •
Begonia ‘Crackling Fire®’ – a new boliviensis-type begonia that is naturally compact with upright growth. 4 colors: Creamy Yellow, Orange, Pink and White. Very nice for pots and baskets. is one looks nice in a 4” pot!
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A note: Suntory has developed a Virtual Combo Designer that is fun to work with. You’ll find it on their webite, www.suntorycollection.com.
Colorblaze Keystone Kopper •
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Petunia ‘Supertunia® Picasso in Pink™’ – a close cousin of Pretty Much Picasso®, this petunia has clear pink flowers without veining, making a brighter show in a basket or pot. is one also has an improved habit. Petunia ‘Supertunia® Pink Charm’ and ‘Watermelon Charm’ – the Charms are small-flowered petunias with a thick, dense habit that spreads vigorously in the landscape. ey make great baskets, and will take a lot of wind.
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Begonia ‘Nordic™’series – 2 colors, Nordic™Dawn (hot pink) and Nordic™ Fire (orange) have great garden performance in full to part shade. ese make beautiful baskets!
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Geranium ‘Maestro™ Violaceous’ – a new lavender/pink bicolor that really pops!
I hope you’ve seen some varieties that will spark your excitement for spring 2013 as you make your production plans. If you have a chance to visit trial gardens this summer, that’s a great way to see how these new plants are performing in our summer weather. Thanks for joining me on this review of the Spring Trials trip! q
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Begonia ‘Santa Cruz™ Sunset’ – a boliviensis begonia from seed! is will mean more uniform quality than we sometimes see from cuttings, as well as a better price. Orange flowers, ideal for hanging baskets and pots.
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Begonia ‘Nonstop® Red’ – the new Red will replace both Deep Red and Bright Red Nonstops, and the color will be closer to the Deep Red.
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July 26, 2012 | 8:30am—4:00pm | Southwest Twin Cities Metro Area
Looking for design inspiration? Join your colleagues to tour nine design sites in the southwest metro area. The stops are sure to inspire and the event will provide great networking opportunities. Bring back ideas to implement in your own designs and share your ideas with your peers! Tour stops will include (in no particular order): • • • • • • • • •
Ankeny-Lang Memorial Garden, Chanhassen—Designed by Landscape Renovations Brunn Residence, Edina—Designed by Corduroy Studio, Inc. Reynolds/Miller Residence, Minnetonka—Designed by Creative Habitats, Inc. Berman Residence, Deephaven—Designed by Dirtflower LLC Benson Residence, Minnetonka—Designed by Creative Habitats, Inc. Shelby Residence—Designed/Installed by multiple companies including Irrigation by Design and McGuire Landscaping, Inc. Cargill Corporate Headquarters, Minnetonka—Designed by Damon Farber Associates, Inc. Schramm Residence, Plymouth—Designed by Prairie Restorations Christianson Residence, Eden Prairie—Designed by Bachman’s Landscape Department
July 26, 2012 | 9:00am—1:00pm | St. Paul
Calling all garden center owners and employees! Join your colleagues to tour two urban garden centers in St. Paul— Linder’s and Highland Nursery. Following these two stops, the group will gather to virtually tour garden centers from outstate Minnesota featuring interviews with owners and managers, videos and photos. The event will provide great networking opportunities. Beg, borrow and steal ideas to implement at your own garden center and share your ideas with your peers without having to spend hours on a bus! The event will feature a catered lunch from Famous Dave’s. Visit www.mnla.biz for registration and details for these and other programs! Questions? Call 651.633.4987. Sponsorships are available for these seminars. Call Betsy at 952-903-0505 or e-mail betsy@pierreproductions.com. JuLy 2012 | www.MNLA.biz
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Thank You, Mickman Brothers… for reaching out to the next generation! It has been a busy spring season in more ways than one for those who work at Mickman Brothers in Ham Lake. John Mickman has been working hard to “build community support while engaging these young, energetic kids.” In the process he’s not only expanding his customer base, but also partnering with the MNLA Foundation to grow the next generation of green industry professionals. Local teachers and students are grateful for his efforts, as is the MNLA Foundation. e MNLA Foundation supplies MNLA members like John Mickman resources to support their outreach to schools, all for free. Are you connecting with the next generation of customers and employees? Tell us your story at jodi@mnla.biz. What a fantastic day! Everything worked out so very well. Your staff are great and it was clear they welcomed and enjoyed sharing with the students, the lunch worked out well to have them eat at your business, the speakers were engaging, and the blend of moving around in the morning and sitting with the presenters in the afternoon was the way to go!
Recently, Mickman Brothers also hosted a group of 4th grade students at their Garden Center. A sampling of over 100 thank you cards they received after the visit shows that the students had a great time, and learned a lot.
On the bus, the kids … were all talking about the tree climber! They were pretty impressed by your son-in-law. I was impressed by all your staff - Brad and Melinda were so accommodating with taking away my worry about the A-V, lunches and dealing with the last minute changes (please extend my appreciation to the folks at Subway the next time you are there!), the
Inspiration for a career can start with you.
Greenhouse young lady really knew her "stuff" and the stop by the herbs was a perfect place to visit (one student has a career dream of starting a herb farm - medicinal? - so he was very inspired by her work). And the "Jeff's" are an awesome duo and it helped the students understand even more aspects of the industry. Your daughter and son-in-law added a really nice twist to the day, not only because of their expertise but also because of their adventures and where they had worked in the past;
it just helps our students understand that this is all not beyond their reach. It was so special to have met your brother and to hear the story of how you two ventured out to begin the business and the fact that these enterprises do not just start immediately and businesses are "built" by a lot of thought and sweat! I hope I haven't missed anyone; it is truly a TEAM. I appreciate the fact that you always had someone accessible to me for any help or questions. You are a great host, John.
As I visited with the students on the bus, they all walked away with something from the day inspirations about entrepreneurship, questions answered about different careers (law enforcement, forestry, tips of how to get the right education, etc). All had a common opinion in that they liked the movement at the beginning and then it branched off on the specifics as it applied to them personally. Again, thank you to all for welcoming us and fitting us into your busy day. Appreciatively, Judi Orluck Career and College Specialist Coon Rapids High School
J John M Mickman a addressing s students ffrom the A Anoka SSTEP p program.
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Membership MNLA wants to know you better!
MNLA Ex EExecutive xecuti xe t ve ti v Dir Director ire ir recto t r Bob Fi to FFitch tch tc ch and MNLA Associate t Dir te Director ire ir recto t r to Cassie Larson with Bruce Houston, Houston’s Garden & Gift of Kasson. Houston’s will be a video stop on the July 26th Rolling Retail Experience (see page 41 or the enclosed registration form).
MNLA staff and volunteer leaders want to see you in action! We know that MNLA will meet your needs better as we increase our understanding of your operations, including the challenges you face every day. If you'd be interested in a short visit to your nursery, garden center, shop, or job site, please call Mary at 651-633-4987 or email mary@mnla.biz.
Scott Moon, Moon Sarg Sargents r ents rg t on 2nd in ts i Roch Rochester c este ch t r wi te w with t Bob Fi th FFitch. tch tc ch
MNLA Members Membership r hip rs i Director ip Dir ire ir recto t r Mary to r Dunn wi ry w with t Ti th TTim im Kr im K Krey, rey re ey Nature Natureview r vi re v ew Landscaping of Inver Grove Heights, which is celebrating its 25th year in business.
Nick c Sarg ck Sargent, r ent Sarg rg Sargent’s r ent’s rg ’ Gard ’s Gardens r ens in rd i Roch Rochester, c este ch t r wi te w with t Bob Fi th FFitch. tch tc ch Both t th Sargent’s locations will be featured as video tours as part of MNLA’s Rolling Retail Experience on July 26th, along with in-person visits to Highland Nursery and Linder’s Garden Center in St. Paul.
MNLA Membership Members r hip rs i Dir ip Director ire ir recto t r Mary to r Dunn wi ry w with t Mick th c McGuir ck McGuire, ire ir re McGuir McGuire ire ir re Landscaping of New Prague.
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CERTIFICATION | The Scoop
CERTIFIED Professional
Promoting Your Certified Professionals Essential
By Robin Fruth-Dugstad, Rochester Community and Technical College romoting certification to the public is important. Home Depot doesn’t just promote their Certified Nursery Consultants they also recruit experts on their website. “Are you a licensed specialist with a passion for customer service? Bring your know-how to The Home Depot.” Our industry members should be doing the same.
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Visit the Certification Section of www.MNLA.biz to learn more about what your career path could look like after becoming a Certified Professional. I would love to talk to you about the application process, test dates, study groups, mentors, training session, and more. Contact me at robin.fruth-dugstad@roch.edu.
Robin Fruth-Dugstad
How can your company promote industry certified employees? • Add the individual's name with the industry certified designation and the logo next to that person's name on your company's Web site.
There is now an MNLA Certified Professionals Facebook page! The MNLA Certification committee is using Facebook to post information helpful to those preparing to take the exam, and also as a networking tool for current Certified Professionals. Join me on Facebook for the month of July. q _________________________________________________ Robin Fruth-Dugstad is a member of the MNLA Certification Committee and can be reached at Robin.Fruth-Dugstad@roch.edu.
• Add the individual's name with the industry certified designation and the logo next to that person's name on company's promotional literature. Advertise employee achievement in company newsletter. Send out a press release or other media format about your industry certified staff. Advertise to clients that employees hold this designation showing commitment to excellence. Certification can enhance your image as a professional and create depth of expertise that helps you make informed decisions about the plants that you are growing, selling, and maintaining. More than ever in these tough times, we need to stand out in every way possible. Industry certification showcases your expertise and education. MNLA certification is voluntary but it demonstrates that you have the knowledge, dedication, and passion required to excel in your profession. Certification helps employers and consumers identify qualified, knowledgeable horticulture professionals who understand the importance and value of plants in our landscapes. Join other certified professionals in making our landscapes and our environment better. JuLy 2012 | www.MNLA.biz
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The Scoop | CERTIFICATION
Certification Training: Magic in the Manual Professional - Sales Skills By Terry Ferriss, Professor of Horticulture, University of WI-River Falls
enter acknowledges they are welcome and establishes an initial rapport.
Certified Nursery Professional will demonstrate strong professional sales attributes which in turn creates a positive, professional image for Terry Ferriss the company and enhances sales. As Green Industry sales continue through the growing season it is a good time to evaluate one's sales performance, refresh and enhance how the basic skills are implemented and assist others in strengthening their sales skills.
Many of our customers can be overwhelmed or intimidated by the vast array of product especially if they are not a seasoned gardener. Consequently consulting with the customer about their needs is critical. The rule: "You have two ears, but one mouth so listen twice as much as you speak." provides good guidance. Gather all of the facts about "what, where, why, how many, how much and how often " before jumping in with a recommendation. Avoid asking questions that can be answered with yesno and ask open ended questions. "What other plants do you have in the area?" "How much light does the area receive during the day?" "Describe what you are visualizing as the finished design." Asking questions and listening to obtain all of the facts first can take time but generally results in better outcomes. Developing the skill to accomplish this in a rapid, efficient and yet courteous manner requires practice. Customers want honest, credible answers
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Garden center surveys have revealed that the number one reason for customers not coming back to purchase a second time is discourteous or poor sales assistance during the first visit. Training and setting the expectation for employees to demonstrate strong, professional sales service skills is good for business. Professional selling embraces product knowledge, effective communication, listening to customers, technical knowledge, technical assistance and problem solving. Professional sales people welcome the guests or customers to the business, provide credible product knowledge, and problem solve, all with a positive, professional, friendly attitude. Strong sales people will develop the skill to be able to deliver this service even during the busiest Saturday of the season. Salespeople should be easy to identify by their appearance and be well groomed and self-confident. The salesperson is frequently the first and last impression the customer will have of that company. A friendly hello or at minimum making eye contact with the customer as they 46
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and advice but can be turned off by a "know-it-all" attitude or over indulgence in information sharing. Honesty means remembering the label on any product is a legal document and it is unlawful to recommend anything that is in direct conflict with the label. Honesty means advising a customer against purchasing a plant that they love if you know the plant will not grow in their particular site and recommending an alternative more appropriate plant. Use body language including eye contact, nodding and smiling to signal to the customer that they are being heard. Knowing more about the customers situation also enhances the salesperson's ability to up sell. Suggest other products that could complement or enhance their success with their initial purchase. Explain and even demonstrate how the use of one plant can look insignificant and frequently a grouping of three of the same species will better accomplish the look they are trying to achieve. Remind them that using plants in odd numbers will visually be more appealing. Be sure to thank the customer for coming and shopping. Learning to read the customer and balancing listening and telling will lead to effective salesmanship and happy customers. There are many great references on how to enhance salesmanship including a very good chapter in the MNLA Certification Manual by Dale Bachman and The California Retail Nurseryman's Manual which were used as resources for this article. How strong are your professional sales skills?
CERTIFIED Professional
Test yourself with the questions on the next page. q ________________________________ Terry Ferriss is a member of the MNLA Certification Committee and can be reached at terry.l.ferriss@uwrf.edu.
Practice Questions for Certification 1. T F Most customers prefer to be approached by a salesperson after they have had at least five minutes or more to look around at the product on display. 2. T F A good sales rule to follow is: "You have two ears, but one mouth so listen twice as much as you speak." 3. T F A professional salesperson can judge how much a customer will spend by the way they dress or behave. 4. T F "e customer is always right." If the customer has a deep shade location in which they want to plant a sun-loving rose, the professional salesperson will help them select a larger starter plant so it will have a better chance of surviving. 5. Which is an example of professional, credible up selling to a customer? a. When a customer is going to purchase a decorative pot for their patio, ask them if they need potting media and additional plants to fill the container. b. When a customer wants to buy a new shrub for their landscape convince them to buy a more expensive species than the
species they really wanted. c. A customer is purchasing grass seed. Knowing that the company's profit margin is greater on sod than seed, convince the customer that sod would be a better purchase. d. When a customer wants to purchase a shrub, describe all the attributes of at least three different species so they can compare products. 6. Which practice best represents appropriate professional salesmanship? a. e salesperson should walk away from the entering customer and move towards the section of the store where the lead product lines are sold in order to encourage the customer to come deeper into the store. b. e sales person should greet the customer by eye-contact and/or a verbal greeting of hello. c. e sales person should immediately ask the customer what they are looking for as they enter the door. d. Customer complaints should immediately be dealt with by taking the customer to the cash register and asking the cashier to call up the manager for assistance.
7. What is the number one reason why customers do not return to a garden center after their first visit? a. Found lower prices elsewhere. b. Other people, through the use of social media, convinced them to shop elsewhere. c. ey had been treated discourteously or had poor sales service during their first visit. d. ere were not enough shopping carts available during the first visit and it was difficult to get product to the check out area. 8. A customer is looking for a chemical control to kill aphids on a prize hibiscus and is bewildered by the sheer number of products claiming to be effective against this pest. A professional salesperson would: a. Ask questions to verify that the plant is actually a hibiscus and that the pest is really aphids. b. Explain the differences between control products including duration of efficacy and systemic vs non-systemic action. c. Ask if the customer has a preference for biological vs chemical control. d. All of the above. Answers: 1. F; 2. T; 3. F; 4. F; 5. a; 6. b; 7. c; 8. d
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The Scoop | GOVERNMENT AFFAIRS
Hot Issues Range from Labor to Sales Taxes By Bob Fitch, MNLA Executive Director he 2012 Minnesota Legislative session may have been relatively quiet for MNLA, but association volunteers, staff and consultants are diligently protecting the collective interests of our members through a wide range of public policy initiatives. (1) Government Affairs Committee Chair Bob Fitch Tim Malooly, Irrigation By Design Inc., and MNLA Regulatory Consultant Tim Power are monitoring activity by the State Plumbing Board related to the adoption of new codes. These codes could threaten the ability of professionals in our industry to work on green roofs, rainwater harvesting, subsoil drains and drain tile unless they are licensed plumbers or under the direct supervision of a licensed plumber. Some of the code language appears to use the terms "landscape" and "irrigation". Power and Malooly are conducting research on the meaning and ramifications of the inclusion of these terms in the new code language. They are also closely watching the process by which the Plumbing Board is choosing code options and whether or not due process and transparency is given to all stakeholders. (2) Executive Director Bob Fitch recently met with Forrest Boe, new director of the Forestry Division of the DNR to discuss issues related to the DNR nurseries, reforestation, and community forestation. It was a positive meeting and Boe is someone the industry can work with successfully. (3) Bob Fitch and Past President John Mickman, Mickman Brothers Inc., represented the Government Affairs Committee at a policy forum presented by the Minnesota Business Immigration Coalition. CEOs from EcoLab, Cargill and Carlson Companies were the panelist/speakers, all stressing the importance to the American economy of immigrants of all skills levels. (4) ANLA called on Bob Fitch to assist in brokering communication between the MDA Nursery Inspection Program and an out-of-state grower related to compliance with federal rules. The grower’s approach was technically in compliance, but was causing a time burden for the Department of Agriculture, hurting their ability to serve other growers and dealers. A resolution between the two parties has been reached. (5) Tom Faust, Bachman’s Inc., represents the landscape industries on the Gopher State One Call Board of Directors. While Gopher One is not a government agency, being on this
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board is one of the best means to keep abreast of activities by the Office of Pipeline Safety. Faust represents MNLA’s members in our seemingly never-ending quest to have utility companies (especially cable TV) bury their lines at the correct depth, and not attempt to pass along costs for cut lines to landscape professionals when the utility company is the one at fault. (6) A new “Nursery and Greenhouse Production Sales Tax Fact Sheet” has been introduced by the Minnesota Department of Revenue. MNLA was instrumental in pushing this fact sheet into reality after years of fighting multiple interpretations of how the traditional ag fact sheet applied to our growers. Thanks to the team who helped make this happen: Bert Swanson, Swanson’s Nursery Consulting; Dean Engelmann, Tangletown Gardens; and MNLA lobbyist Doug Carnival. The fact sheet is available online at MNLA.biz. (7) Is a new “Landscape Installation and Management Sales Tax Fact Sheet” in our future? Hopefully, the answer will be “yes.” MNLA has drafted a revision of the existing fact sheet and presented it to the Department of Revenue who is currently reviewing it. The landscape sales tax issues are very, very complicated. Thanks to team members who have helped so far: Heidi Heiland, Heidi’s Lifestyle Gardens; Scott Frampton, Landscape Renovations; Mike McNamara, Hoffman & McNamara; John and Wendy Mickman, Mickman Brothers; Jim Saybolt, biota; Gail Nozal, S&S Tree; Jim Walsh, Vineland Tree Care; Randy Berg, Berg’s Nursery; and Rep. Denny McNamara. Keep your fingers crossed that we’ll eventually see some new clarity for our landscape professionals. (8) Irrigation contractors are now faced with one more legal requirement. A new permit and training is required for all those who install/remove water related equipment from lakes. Unfortunately, the irrigation industry was not notified in a timely fashion to allow contractors to get the necessary permit and training prior to the start of the spring season. MNLA worked with the DNR and Minnesota Waters to add extra training opportunities, plus the association has received assurances from lawmakers and DNR officials that there will be flexibility and warnings on the enforcement towards the irrigation community who only recently learned of this applicability. Thanks to Ron Soukup, Headwaters Irrigation; Tim Malooly, Water in Motion; Jeff Latterell, Mickman Brothers; Rep. Denny McNamara; Sen. John Pederson; and DNR Government Affairs Director Bob Meier. q _________________________________________________ Bob Fitch is executive director of the Minnesota Nursery & Landscape Association. He can be reached at bob@mnla.biz.
GOVERNMENT AFFAIRS | The Scoop
Make an Impact Then, when you have an issue that is important to you, whether it is an industry issue or not, your candidate, now in office, will take your calls, respond to your emails and smile when you visit them at the Capitol.
By John Mickman, Mickman Brothers, Inc. 012; an election year. For most of us, election years are our big chance to vote and ‘make a difference’ – even though we each have only one vote. However, the past two Minnesota elections have each had a significant position, one Senate and one gubernatorial seat decided by just a few votes. How surprising was that?!
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John Mickman
Besides voting, election years offer each of us an opportunity to support the candidates we choose to represent us. There are many ways to show support, such as working on their campaigns and allowing signs in our yards. But what your candidate really needs is your financial support! Campaigns are costly and advertising pays big dividends. When you send a financial contribution to your candidate they know it – especially your Minnesota representatives. $50, $100 or more if you like, but any amount is counted by them as financial support.
You now have a card in the game and you get to tell your story. Our Minnesota state representatives value input from their supporting constituents that have actual relevant information regarding the decisions they need to make. The MNLA has made a large impact at the Capitol on many issues that affect all of us in the Green Industry. And when we conduct our ‘Day on the Hill,’ those members that have made campaign contributions have the rapt attention of their representatives. It really shows. This year will be an important election year on many fronts. Learn about the candidates and support the ones that hold the same views as you do. A small investment today can make a huge difference tomorrow at a time when we all may really need it. q _________________________________________________ John Mickman is a member of the MNLA Government Affairs Committee and can be reached at john.mickman@mickman.com.
Inspire your customers with MNLA’s Outdoor Living Catalogs! Titles include Trees & Shrubs, Perennials, and Ideas for Outdoor Living (a hardscapes-focused catalog). Visit MNLA.biz or call Sue at 651-633-4987.
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Minnesota Landscape Arboretum Grass Collection In celebration of the 25th Anniversary of the Grass Collection, the Minnesota Landscape Arboretum is holding:
STAFF DIRECTORY 651-633-4987 Executive Director Bob Fitch • bob@mnla.biz Associate Director Cassie Larson, CAE • cassie@mnla.biz Membership Director & Trade Show Manager Mary Dunn, CEM • mary@mnla.biz Communications Director Jon Horsman • jon@mnla.biz Executive Assistant Susan Flynn • susan@mnla.biz Accountant Norman Liston • norman@mnla.biz MNLA Foundation Program Director Jodi Larson • jodi@mnla.biz Advertising & Sponsorship Sales Pierre Productions & Promotions 952-903-0505 Betsy Pierre, Advertising Manager, betsy@pierreproductions.com Erica Nelson, Advertising Sales, erica@pierreproductions.com Government Affairs Consultants Doug Carnival, Legislative Affairs Tim Power, Regulatory Affairs Minnesota Nursery & Landscape Association 1813 Lexington Ave. N. Roseville MN 55113
Order forms or links for many of the services listed below can be found at www.mnla.biz Companies endorsed by MNLA:
Credit Card Processing (THE CREDIT CARD DR./ Better Business Solutions) 651-207-6867 877-272-0741 (Toll Free) dan@the CCDr.com www.TheCCDr.com Business Legal Services (Zlimen & McGuiness, PLLC) 651-331-6500 Fuel Savings (Holiday Stationstores) 952-830-8889 Workers Compensation Insurance (The Builders Group) 651-203-6793
Open House Days at the Minnesota Landscape Arboretum Grass Collection
July 12, 2012, 1:00-4:00 PM August 21, 2012 1:00-4:00 PM September 18, 2012 3:00-6:00 PM October 10, 2012 1:00-6:00 PM Free Arboretum entry for people attending the Open House events. For details, visit arboretum.umn.edu.
Contact the MNLA office at mnla@mnla.biz or 651-633-4987 or toll-free 888-886-6652 for information on the following products or services.
Catalogs/Outdoor Living publication series Chrysler/Jeep/Dodge Fleet Program Educational Programs/MNLA Academy Employee Recruiting/ On-Line Job Board Garden Center Plant Posters Garden Center Carryout Trays Northern Green Expo Trade Show Booths MNLA Certified Professional manuals, exam Sales Tax Rules / Nursery-GreenhouseLandscape (www.MNLA.biz.) Spanish Pocket Reference Guide
651-633-4987, fax 651-633-4986 Outside the metro area, toll free: 888-886-MNLA, fax 888-266-4986
www.MNLA.biz www.NorthernGreenExpo.org www.TheLandLovers.org
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The Scoop | PLANT OF THE MONTH
HYDRANGEA TREES A CLASSIC MADE MODERN By Vickie Pondell, Bailey Nurseries, Inc. s the size of gardens shrink, space becomes more valuable and there is a need to creatively introduce additional plants. One method of maximizing an area is by utilizing vertical accents. Shrubs trained as trees are a very useful tool for increasing the capacity of the yard, landscape or garden. These types of plants are affectionately referred to as “shrubs on a stick” because the branches are removed from the tree standard until the “head” is formed near the top giving the tree the appearance of a "shrub on a stick." These diminutive specimens complement the plants growing underneath and require minimum ground space. They are also petite enough to be planted in containers or patio gardens.
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One beautiful plant that lends itself to this culture is paniculata hydrangeas. Usually these shrubs are grown on their own roots and are not grafted. Because these compact growers are originally
Plant of the Month
shrubs, they want to revert to a multi-stemmed form and require additional pruning to remove suckers. They also thrive in the identical conditions as the shrubs-partial to full sun and ample water. The small-stature Hydrangea trees have a very modern shape and all the great qualities of a shrub hydrangea. There are many varieties available to get the desired flowering time and attributes of hydrangea favorites. Some examples of Hydrangea trees available on the market are the tried and true PeeGee, Pink Diamond, and Late Panicle as well as rising stars First Editions® Great Star, Limelight, Little Lamb, Pinky Winky™, and Quick Fire®. The PeeGee hydrangea trees have large showy white, cone shaped fflowers that bloom in mid ssummer to fall. Pink Diamond h hydrangea bears sterile and ffertile florets that blossom in llate summer as an ivory and aage to a deep pink hue. The L Late Panicle or ‘Tardiva’ h hydrangea tree exhibits u upright, white flowers that ttransform to a pinkish purple aand are one of the latest to bbloom in late summer. First E Editions® Great Star hydrangea ttree is a large flowering, vvigorous grower. The star-like fflorets are up to 4 inches across aand appear in mid summer. Limelight hydrangea is L bbursting with colors from the n new lime green flowers that ttransform to a combination of ggreen, white, burgundy, and
pink. Little Lamb is one of the most compact hydrangea trees. The florets are also extremely petite show stoppers. Pinky Winky™, the offspring of Pink Diamond has full flower panicles that become a rich pink and are held up by extremely sturdy stems. Quick Fire® is one of the first to bloom in May to early June. In addition to the flowers maturing to a brilliant pink, this variety has gorgeous red stems for interest. Hydrangeas trees possess the classic flowers of the shrub and have a modern form when trained as a tree. These plants are easy to care for, maximize garden space, and add interesting vertical accents to the yard, landscape, or garden. q ________________________________ Vickie Pondell is a member of the MNLA Nursery Committee and can be reached at vickie.pondell@baileynursery.com.
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Minnesota Nursery and Landscape Association 1813 Lexington Avenue North Roseville, MN 55113-0003
PRSRT STD US POSTAGE PAID TWIN CITIES MN PERMIT NO 7911
GardenMinnesota.com www.MNLA.biz
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