Home > Business, Examples, Optima, Products > Bloom or Bust! A Tale for Deadheads.

Bloom or Bust! A Tale for Deadheads.

AuthorI was outside the other evening doing my normal thing: watering and deadheading (i.e. removing spent blooms from) my flowers. This is usually a meditative time and I do my best to think about anything except work. But on this particular evening, I had a work-related thought creep in that was actually kind of cool – it occurred to me that gardening duties have a lot in common with generating and maintaining sales. 

I mentioned the idea to my boss Dave Brown the next day. Not only did he get it (yay, I wasn’t crazy), he contributed his own insights. Awesome. Then the whole “Deadhead” thing dawned on me and that was just icing on the cake – for those who aren’t aware, Dave is a huge Grateful Dead fan.
Thus my plans for a blog post were seeded. OK I’ll stop with the puns now. Back to my odd comparison study… ☺
Basic gardening principles:

  1. Sow the seeds – timing is everything
    • Say you’re trying to grow a bed of lilies; they won’t bloom worth a crap if you wait until spring to sow the bulbs. They need to be planted in the fall so they can incubate and get strong over the winter.
  2. Watch the plants grow and set roots
    • It’s a cycle: water daily, feed weekly. Mulch. Try to keep the stupid squirrels out. Your flowers will become beautiful and big. But don’t overwater them, or you might kill them.
  3. Prune regularly to stimulate growth
    • If you don’t deadhead when your flowers fade, your plant will think its life cycle for the year is over and stop blooming.

How this all translates to sales – specifically selling tradeshow items:

  1. Sow the seeds – timing is everything
    • You need to get the hot new product up on your site now. Even better, if possible, launch or reintroduce the product at a time when your customer will be looking for it (i.e. planning their next show).
  2. Watch the plants grow and set roots
    • As long as you’ve presented the product well (and don’t suck at sales), you’re bound to score some deals. But for even better results, you can “feed” the process through a nurturing and personalized approach to your customers’ specific needs and wants. And don’t “overwater” your lead with excessive marketing and “just checking in” emails, you might just kill your sale.
  3. Prune regularly to stimulate new growth
    • At some point, your product will naturally lose its internet presence if you don’t refresh your marketing efforts and stay top-of-mind. Try posting case studies or presenting new ways of using the product.

Exhibit folks: where does this get us in terms of your relationship with Optima?

You need to get the NEXT! & H-Line up on your websites and in your showrooms NOW if you want to stay ahead of the curve and capitalize big-time on this fall’s tradeshow season.
And remember, you can rent H-Line! For your customers that think big but don’t have the budget, you can lean on Optima for the perfect display at a spectacularly low cost and easy set-up (no I&D!).

We look forward to partnering with you this fall season. In the meantime, get with your Account Executive for all the materials you need to make your sales bloom, because now is the time to plant your seeds!

About the Author

Kat Andres is the Inside Sales AE and Sales Development Rep at Optima Graphics. She has been in the Trade Show industry since 2014.

The views expressed in this article are those of the author and do not necessarily represent the views of, and should not be attributed to, other Authors, Optima Graphics or Taylor Corp.

  1. July 8, 2016 at 1:03 pm

    Well put Kat – sales is all about relationship building and being top of mind when need arises.

  2. Kat Andres
    July 13, 2016 at 12:28 pm

    Thanks Kevin! And I appreciate you further validating that my comparison isn’t as far-fetched as I had originally thought. 🙂

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