Points to take care before pricing

Price your plants realistically. Before setting a price, total your upkeep, such as the original cost of seed, cuttings, plants, tubers, or bulbs; your pots and potting material; and an approximately proportional share of heat, light, and water, fertilizer, insecticides, and greenhouse deterioration.

Take into consideration, too, the customers you will serve. If you are offering a general, popular selection of plants and you aim to capture the trade of the home town folks, you may have to meet local competitive prices. Also, because your venture is new (as is your reputation), your merchandise will have to be as good as and preferably better than plant items available elsewhere in town. What’s more, you’ll have to maintain high standards to keep your customers coming back for more.

If you intend to sell through the mail, you should check with catalogs and other listings to arrive at a fair price for your plants.” . . . . The Best Policy”

Before we go further in this sales discussion, there’s an extremely important point about marketing I want to bring up. It is obvious but worth emphasizing: In all your advertising and promotional material, even on plant labels and the like-in other words, in all your dealings with the public-observe that old maxim about honesty. I don’t mean actual, obvious dishonesty but that borderline thing called “deception.” For instance, wouldn’t it be a form of dishonesty or fraud-or at least unethical business conduct-to promote the sale of a “new” plant when it is really only an old plant species with a newly coined name? But you can stimulate sales by giving an old-time plant a more catchy and salable name while avoiding any taint of deception. Simply give prominence to the proper botanical name right after the new name.

If you sell plants, bulbs, or seeds meant for outdoor culture, you are a part of the nursery industry. The Federal Trade Commission has on its books a very strong and inclusive set of “honest business” laws-called F.T.C. Trade Practice Rules- that were issued specifically for the nursery industry. The previously cited example of deceptive naming is just one of the many practices covered by these rules. If you want to see all of them you can obtain a copy of the rules from the Commission (Washington 25, D.C.) or perhaps from your local Better Business Bureau. (Incidentally, the B.B.B., even more than the F.T.C, is the public’s first line of defense against unscrupulous businessmen. Suffice it now to emphasize that these rules do exist, and they have teeth. But they are no threat to the operator who is always on the up and up, who knows that customer confidence (resulting in repeat trade) is the greatest business asset.

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