I lO 
THE NATIONAL NURSERYMAN 
SELLING METHODS 
By Stanley V. Wilcox 
The statement that outside of a few staple fruits, the 
majority of nursery stoek must be looked upon, by buyer and 
seller, as more or less of a luxury, is not a new one, but is is 
certainly one that will bear repetition. 
Keejiing this in mind, it is evident that we must inject 
into our selling dc])artment a great deal of initiative, a very 
positive quality. Phrases that mean the same are “first 
move” and “new departure.’’ 
We must continually seek new and original methods of 
interesting the public, keeping l)cforc us that this awakened 
interest must be sustained right up to the point of the actual 
sale. 
Both in the matter of initiative and sustained interest 
the relation of the business as a whole to the sales depart¬ 
ment, in the guise of a composite salesman, must be clearly 
understood and appreciated. Let us state this ])rinciplc 
briefly. 
If the business has for its object, the sale of goods for 
profit, then the entire organization may be considered as a 
salesman, a composite salesman. 
'Phe packing department has a bearing on future sales 
in every shipment that is received in the best of condition; 
the nursery dc])artment, in every perfectly grown, well 
rooted specimen that it sends out; and so on it goes, from 
department to department, from the head of the finn to the 
newest emiiloycc. 
Initiative must be a eharactcristic of every part of the 
business, therefore, but the largest cxpcnditiu'c should be 
directed through channels that have a direct bearing on sales. 
The ignorance of the general public regarding nursery 
stoek for oniamcntation or utility, is the greatest problem 
we ha\'e to face. It is a weakness in our educational system 
that should be bolstered up. Until it is, every nurseryman 
must spend freely of his time and ea])ital to disseminate 
hortieultiiral infonnation and thus increase the demand for 
his products. IMany other things that education has taught 
us to regard as necessities were one time classod as luxuries 
and this same evolution must be brought about in the nursery 
business. 
How can we do it? 
Are not our horticultural shows and exhibitions aimed at 
such a target? They should be, but I think we miss very 
often through the near-sightedness of the head gunners. 
The most telling shots are usually placed in the midst of 
those already interested while the rank and file is quite often 
missed entirely. 
The remedy in this instance is to conserve effort on the 
inner circle and to beat vigorously the outl^dng territory. 
Resolve to make our ever}' show and exhibition a great 
educator and interest breeder to the public at large. 
Possibly the most effective educational work the nursery¬ 
man does now is through his catalogues and other printed 
matter. Much garden literature is wasted effort, however, 
through failure to write it as it is to be read. 
Remember that our literary efforts must appeal to many 
classes. On one hand, we have the novices, who know little 
of plants or gardening, or of the sciences relating to garden¬ 
ing art. To these the reading should be plain, practical 
and interesting. Again, we must appeal to hosts of interested 
garden lovers who desire to keep abreast of the times. 
These have already taken their first lessons in gardening 
and are ready for advancement and sustained interest. 
How are we to know to which of these several classes our 
effort is aimed? 
This brings ipj a point that is worthy of our deepest con¬ 
sideration. A i)oint that to bring about the best solution 
will require all of our powers of initiative and concentration. 
d^o know just the kind of literature that will have the 
strongest appeal, we must first know as much about the 
customer or prospect as possible. A bond salesman must 
know that his prospective customer has the means to pur¬ 
chase his offerings. This infonnation is to be had from finan¬ 
cial Red Books and other such sources. There is no such 
short cut, however, to tabulated information regarding 
prospective buyers of nursery stock. Wealth alone is no 
criterion of a knowledge and interest in trees and plants. 
We must know principally the size of the property, 
whether new or old, planted or unplanted, fully stocked or a 
continuous purchaser. These and any other points that 
will aid in making the best appeal. 
Finns having an outside sales force are best equipped 
to secure such infonnation, other finns must secure it 
through other channels. 
Once secured the matter of properly tabulating it for 
convenient use is another serious problem. 
Such a system should be the basis of all our mailing lists 
and selling methods. Questions of personal solicitation or 
mailing campaigns should^be evolved therefrom. 
I could enumerate many instances to prove the value, 
and in the question of retail selling, almost the necessity 
of such a system. Our scope as nurserymen in general, is so 
large, however, and our appeals so diverse that the system 
would be greatly modified, contracted or enlarged to meet 
the various needs. 
The fundamental idea of all our selling methods should 
be this, to increase the demand for nursery stock, that can 
be sold at a profit, the quickest and surest way to bring 
about this increase is through such education of the public 
at large, that the planting of trees, shrubs and flowers will 
become liecessary to every home and community and not 
a luxury to be despensed with where possible. 
EUROPEAN AGRICULTURAL TOUR 
The Third Annual Agricultural Tour has been arranged 
under the directorship of Mr. J. I. Schulte, Department of 
Agriculture, Washington. 
A splendid itinerary has been arranged and takes in those 
points in Europe of most agricultural and horticultural 
interest, and to attend the International Congress at Ghent, 
Belgium, June 8th to i8th. 
It is planned to sail May 31st from New York, returning 
August 12th to Boston. 
Those interested should apply to Btueau of University 
travel. Trinity Place, Boston. 
