Buylines Spring 2016

BUYLINESTHE OFFICIAL PUBLICATION OF BWI COMPANIES, INC.

ALSO INSIDE:Options OnGreenhouse Coverings

SAVE THE DATE2016 EXPO | September 19-21Nashville, Tennessee

What Is The “GO-TO” In Your Business?

APRIL 2016

bigger • better • faster

DominAnt Liquid Ant Bait is super attractive to ants and the

bait station is easy to use. No scissors or knife is needed—just

snap open the bait station, lock the lid and place the station...

then watch ants flock to it!

Compared to our previous station, each DominAnt bait station

contains 30% more liquid, plus there are two more stations

per box. That’s 56% more killing power per box for you—and

DominAnt is a professional product so your customers won’t

see it in stores.

The Dominant® Bait Station –

application:

target pests:

Click open bait station to expose entry ports. Lock and place station in locations where ant traffic is visible.

ants

DOMINANT®

ACTIVE ingredient: 5.4% BORAX

creating a world of sustainability.

Ants, cockroaches, crickets, silverfish, slugs and snails

all consume Niban bait. The active ingredient in Niban

disrupts the metabolic process in the pests’ guts. This

effect is specific to insects and gastropods.

Niban has no known resistance to target pests and

helps you to create a sustainable treatment program –

and that helps you build a sustainable business.application:

target pests:

Scatter granular bait around perimeter of structures and near heavy infestations or entry points. Inside, use Niban in wall voids and under cabinets & appliances.

100 Nisus Drive • Rockford, TN 37853800.264.0870 • www.nisuscorp.com

ants cockroaches CRICKETS SILVERFISH

Remember, always read, understand and comply with the label. DominAnt, Niban and Nisus Corporation are registered trademarks of Nisus Corporation. ©2016 Nisus Corporation #BUY-NB-0416

and CREATE A SUSTAINABLE TREATMENT PROGRAM.

Use it to


niban®

ACTIVE ingredient: 5% ORTHOBORIC ACID

www.bwicompanies.com | APRIL 2016 BWI Companies, Inc. | 1

CONTENTS APRIL 2016 IN THIS ISSUE

3What Is the “Go-To” In Your Business?By Mark Fomby, VP Sales & Marketing

10Transportation TechnologyBy David Simpson, Corporate Transportation & Safety Manager

15Understanding What A “Go-To” Service Means In Professional Pest ManagementBy Brent Bunch, Marketing Manager Pest Management

22Mosquito Control: Why Every PCO Should Add It To Their List of ServicesBy Donnie Spence, Sales Manager BWI Memphis

26The Strategy DisconnectBy Randy Townsend, Marketing Manager Consumer Products

30Your “Go-To”...More Than Just A ProductBy Kolby Keeling, Marketing Manager Turf & LCO

35Know Which Way You Skin the CatBy Barkley Sippel, Sales Manager BWI Greenville/Spartanburg

41Anatomy Of A “Go-To” SupplierBy Clay Wilkerson, Marketing Manager Horticulture/GTS

44Options: MuckBy Will Welch, Key Accounts Manager

16SAVE THE DATE

The 2016 BWI EXPO will take place in Nashville, TN

September 19-21.

bigger • better • faster

DominAnt Liquid Ant Bait is super attractive to ants and the

bait station is easy to use. No scissors or knife is needed—just

snap open the bait station, lock the lid and place the station...

then watch ants flock to it!

Compared to our previous station, each DominAnt bait station

contains 30% more liquid, plus there are two more stations

per box. That’s 56% more killing power per box for you—and

DominAnt is a professional product so your customers won’t

see it in stores.

The Dominant® Bait Station –

application:

target pests:

Click open bait station to expose entry ports. Lock and place station in locations where ant traffic is visible.

ants

DOMINANT®

ACTIVE ingredient: 5.4% BORAX


Ants, cockroaches, crickets, silverfish, slugs and snails

all consume Niban bait. The active ingredient in Niban

disrupts the metabolic process in the pests’ guts. This

effect is specific to insects and gastropods.

Niban has no known resistance to target pests and

helps you to create a sustainable treatment program –

and that helps you build a sustainable business.application:

target pests:

Scatter granular bait around perimeter of structures and near heavy infestations or entry points. Inside, use Niban in wall voids and under cabinets & appliances.

100 Nisus Drive • Rockford, TN 37853800.264.0870 • www.nisuscorp.com

ants cockroaches CRICKETS SILVERFISH

Remember, always read, understand and comply with the label. DominAnt, Niban and Nisus Corporation are registered trademarks of Nisus Corporation. ©2016 Nisus Corporation #BUY-NB-0416

and CREATE A SUSTAINABLE TREATMENT PROGRAM.

Use it to


niban®

ACTIVE ingredient: 5% ORTHOBORIC ACID

18Options On

Greenhouse CoveringsBy Amy Lynch, AT Films

6A Two-Brand Strategy: Drive Traffic & Differentiate Your StoreBy Ian Baldwin

2 | BWI Companies, Inc. APRIL 2016 | www.bwicompanies.comAlways read and follow directions. Extinguish Plus is a registered trademark of Wellmark International. ©2016 Wellmark International

GIVE FIRE ANT COLONIES A CASE OF

EMPTY NEST SYNDROMEExtinguish® Plus fire ant bait combines the knock-down power of an adulticide with the long-lasting control of an Insect Growth Regulator (IGR), killing worker ants and sterilizing the queen. This two-way action eliminates fire ant colonies — and the property damage they cause.

Learn more about Extinguish Plus® at ExtinguishFireAnts.com, contact your distributor or call 1.800.248.7763

C

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CMY

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BWI Spring Expo 2016 ad.pdf 1 3/8/16 11:59 AM


what’s the GO-TO in your

BUSINESS?By Mark Fomby, VP Sales and MarketingAS WE DEVELOP ARTICLES FOR BUYLINES, OUR GOAL IS TO ATTEMPT TO MAKE THEM GERMANE TO OUR DIVERSE CUSTOMER BASE. In this edition we want to focus on what the ‘go to’ service or product(s) are that each of us utilize in our day to day dealings with our customers. We believe this is vital due to the simple fact of confusion facing the consumer and their lust for someone to give them an answer/solution vs. adding to their confusion. Here are some examples of what I am referring to when I say ‘go-to’ products or services:

RETAILERSMost garden centers, farm stores and hardware stores carry multiple brands of potting soils and there is a very good reason for it because of manufacturer advertising and diversity in the marketplace. However, when a consumer asks what they should use, the answer should always be your ‘go to’ product. You have more of it, know more about it and you have the most confidence in its ability to perform. However, if you respond with “well we have this one but some people use this one and this other one is new and we are trying it also” … the consumer did not get what he came to an independent for…. answers and the confidence of knowing how to utilize their purchase to solve their problem or finish their project. Depending on which type of retailer your business is, you should have a ‘go to’ in each category of your product selection. Do your associates know what the ‘go to’ products are in each of these categories as it pertains to your business?

Go-To product categories should include:• Pre-emergent herbicides for lawns• Post emergent herbicides for lawns• Total vegetation killer• Flower Bed Fertilizer• Sprayers• Lawn Fungicides• Home Pest Control• Lawn Insect Control• Rodenticides• Fire Ant Control• Lawn Fertilizers• Deer Repellents• Flea and Tick Products• Food Plot Seed• Deer Attractants

SERVICE COMPANIESThese types of businesses as they relate to the BWI customer base would include landscape businesses, lawn care companies, and pest control operators. Each of you most likely have a ‘go to’ solution or service that separates you from the competition.

Go-To services could include:• Leave behind items like a ‘free’ water hose or sprinkler or

insect monitoring card• Free design services or estimates • Insect control or fungicide guarantee programs• Diversity such as inside the house services and lawn

services as well with one provider

The essence of this is that while each of us try to offer a variety of services and a diverse product selection, we must never forget our core or ‘go to’ aspects of our business. It is most likely the reason the consumer engaged us in the first place.

4 | BWI Companies, Inc. APRIL 2016 | www.bwicompanies.com

KILLS & SANITIZESIN ONE SPRAY.

POWERFUL FOAM SPRAY

TRAPS & KILLSWASPS

INSTANTLY.

© 2016 The Scotts Company LLC. World rights reserved. 16AD09

For details, contact your BWI/Scotts Sales Person

P333780_2016 Ad - BWI Spring Expo: Full Page 02.23.2016 SIZE: 8.5"x 11"


®

The NEW Martin’s Brand Pen & Poultry Spray is what every backyard chicken raiser needs to protect their chickens and roosts from poultry lice, flies, fleas, ticks, gnats and other insects. Convenient spray bottle has two settings: a strong stream setting for spraying in and around roost, walls, nests and cages; and a fine mist, perfect for spraying directly onto the birds to help keep them pest free.

The ready-to-use permethrin spray will kill insects on contact and then repel them to help keep your flock happy!

martinsbrand.comFor more information call 800-242-5562


When I ask local retail owners why there are no Scotts, Bayer or Weber on the shelves, a common response

is that they want to differentiate themselves from the big, corporate “box” stores, so they sell their “independent” version of similar products. Owners and managers tell me they’ll lose their independent identity, that their brand is reflected in the array of differ-ent products and names not seen in larger, corporate stores. I suggest that the long term value of their brand is based on customer success with the product, any product. Brand value of anything is based on trust of the outcome. Increasingly in Home and Garden, customers want an outcome with a short time frame, little fuss or low risk. Shopping for many has become a confusing, unsuccessful chore, which is why we are talking about a “go-to” approach. Retailers who shun national brands are missing a big opportunity. National brand advertising campaigns get consumers off their couch and into the garden, so retailers should take the opportunity to ride on the back of these traffic building programs. The declining traffic count in independent retailers and the rise of national garden brands is not a coinci-dence.

COVER ALL THE BASESA two brand approach answers both issues and fits perfectly into a “go-to” strategy. It’s a win-win. Independents can be different from the big guys but still carry what customers know and seek out. When consumers are told the store doesn’t carry a product just seen on TV, it encourages thoughts of doubt and confusion. A customer who asks for a specific brand has already been sold before they leave home! There’s no need to try and convert that sale to an unknown brand, so having a “go-to” strategy will help team members recognize that moment and offer items accordingly. Consumers trust national brands in every facet of their daily lives and brand power is immense, especially with younger consumers. This group doesn’t have time or inclination to listen to a “try this unknown brand because we think it works better,” sales pitch. A national brand like Roundup carries credibil-

ity, assurance and familiarity, especially with newer, fearful homeowners – all for $5.99! It’s a grab-and-go item. Teams need to be trained in “go-to” product knowledge and use their time to sell higher margin or higher ticket products for which the customer has little or no brand-loyalty. Driving traffic with national brands while differentiating by service, information, customer confidence and success, covers all the bases. This strategy actually strengthens the independent retailer’s market position. As L&G shopping time declines and SKU count rises, “go-to” thinking can make a “chore” shopping trip into an enjoyable and success-ful experience.

NOT “EITHER – OR”But this brand strategy is NOT mutually exclusive, i.e. carry either big brands or small brands. By all means carry “differentiating” products, have more volume of them and feature them as much as possible. But give the national brands their place in the custom-ers’ shopping experience. Two brands, one to differentiate, one to drive traffic and sell at a glance. Consumers will appreciate the choice. Some situations (e.g. pest control on edibles) require a one on one conversation, where the salesperson has the chance to suggest their recommended line, be it national or unknown. But other needs, such as pot-ting soil, lawn food or grills are familiar and trusted, so it seems unproductive to deny cus-tomers the few products they will recognize. Team members need to be able to read their customer and offer the correct product to fit those needs, so having a “go-to” hierar-chy is an essential part of spring planning and training.

“I CAN’T GET THE MARGIN I NEED”This is a familiar push back to which my response is “Good, don’t try to on national brands, that’s not where you make your mon-ey anyway.” Remember that not everything in the store has the same mark-up potential. My margin mantra is: “You get it where you can and give it back where you have to.” One owner told me he tried a national brand item once but it didn’t sell; then I saw

A Two-Brand Strategy Drive Traffic & Differentiate Your Store!By Ian Baldwin


the 60% Gross Margin they were asking! Here is the rub, national brands MUST be priced competitively, because they are nationally known, promoted and used by others to drive traffic. Don’t expect national brands to sell at “independent” mark-ups! In reality they don’t need to. The loss in margin dollars is a very small price to pay for the benefits these brands can bring. I’d even suggest seeing the “loss” of margin dollars on known-value lines as a promotion cost subsidized by the marketing budget. Who knows, you might even make more money in the long run as the familiarity of national brands have taken a lot of the fear out of buying – meaning a quicker sale, increased turns and better return on inventory.

We live in a brand-obsessed world. National home and garden brands such as John Deere, Rain Bird or Osmocote, are everywhere in many retail channels. They bring familiarity and trust to the name long before the customer enters a store or opens a retailer’s web page. It’s hard to ignore that reality, so why fight it? Put another way: Let’s assume you sell your retail business and follow your life’s dream to open a liquor store. Would you really not carry Bud Light? Cheers!

Ian Baldwin BioRetail business consultant Ian Baldwin was born in England and has worked in the nursery industry since he was 16, holding a BS in Horticulture and an MBA from England. He has lived in California since 1986 and is an American citizen.

For over 30 years Ian has consulted for the best L&G companies in N. America and Europe on store-planning, merchan-dising, “retail detail”, team and business leadership and increasingly, financial success. Ian is a trained trainer and facilitator, has been an expert witness, a “Strategic Retreat” leader and a market analyst.

Through his national network groups of owners and managers, Ian has access to POS data and trends in the garden retail and hardware channels.

Ian is a featured speaker at many L&G meetings and over the years he has been retained by The ANLA, Armstrong Garden Centers, Gardener’s Supply Company, The National Gardening Association, Ball Horticulture, Epicor, Westlake Ace Hard-ware and The Scotts Company.

His business management program “The Garden Center University” (www.gardencenteruniversity.com) has set the standard for future training in the busi-ness of the retail garden business and is fully subscribed at each enrollment.

For the last six years Ian has been asked by the National Gardening Association to analyze their “National Gardening Survey”, giving him a unique insight into the consumers’ attitudes and shopping behavior in the L&G industry.

How Local Retailers Are Using National Brand Power to Compete and Build BusinessIan will show you the benefits he has seen with a Two-Brand strategy among Local Retailers as they figure out the future. The smart guys are re-positioning their stores as the “local-first-time-success-center”. Shopping time and customer counts decrease, SKU choice increases, hobbies fade, demographics change and full-service labor costs climb rapidly, while on-line becomes a dominant source of lawn and gar-den information. Something has to change!

Ian will show how Local Retailers are driving traffic with trusted national brands to validate what consumers just saw on TV/on-line and then differentiating their stores as the trusted, local experts. It’s a double-win, reducing “conSKUsion”, simplifying shopping while leveraging your full-service team to sell higher ticket, higher margin lines, including all those plants!

“With my employees costing me $14 to $25/hour, it makes sense to use them to sell something more valuable or exclusive than a $14 bag of soil or a $12 box of plant food”...hmm…

Make plans now to attend this exciting discussion at theBWI EXPO Tuesday September 20 at 2:00 pm

NASHVILLETENNESSEESEPTEMBER 19-21

2016 BWI EXPOTHE MUST EXPERIENCE EVENT OF THE YEAR

2016 EXPO PREVIEW


DISCOVERVisit our websitebwicompanies.com

CONNECTLike our business pagefacebook.com/BWICompanies

INTERACTFollow us @bwicompaniestwitter.com/BWICompanies

WATCHSubscribe to our channelyoutube.com/BWICompanies

KNOWLog in to our website and click the“join email list” link

BWI To Open New Location

BWI is proudly opening a new location in Oklahoma City, OK geared to the profes-sional markets and will open mid to late April to service the Pest Control, Turf, and Landscape industries. The new location located just north of I-35 in the Bethany area boasts an 11,500 sq ft building with an approximately 800 sq ft show room, plus an additional 2,500 sq ft of outside storage with 2 freight docks and a cus-tomer load out ramp.

Warren Gullette will be the manager of the location. Warren started with BWI as a sales trainee after graduating from the University of Arkansas with a Bachelor’s of

Science in Horticulture, Landscape, and Turf Science. In his short 9 months with BWI, he has proven himself to be an ideal candidate to manage this new location.

BWI Oklahoma City will be primarily supported by the sales efforts of Brandon Dubose, Cody Osborne, Colby Gathers, and Shawn Lee. BWI has serviced the Oklahoma City area from its Dallas loca-tion with weekly deliveries since the mid 1980’s.

BWI Oklahoma City5109 NW 3rd St.Oklahoma City, OK 73127

The advantage of distribution is access to products and brandsWe provide the retailer with access to thousands of the most regionally appropriate products from hundreds of brands and manu-facturers, including multiple brands within a category.



Telematics allow BWI to monitor drivers, equipment, and the custom-er orders. Monitoring the drivers for their hours of service, BWI can better schedule the routes, ensuring our drivers are operating within Federal Regulations. In addition to hours of service, BWI monitors driving behav-ior while on route to keep the public and drivers safe. Using vehicle telematics allow BWI managers to be more proactive on the mainte-nance of equipment with access to real time engine data keeping our trucks in operation, thus keeping the deliveries on time. In this ‘just in time’ delivery world that we are in, BWI believes that using this and other technolo-gies keeps us ahead of the curve and ahead of our competition. Once BWI receives an order from our custom-er, BWI can track that order at any stage, from invoicing, pulling, load-ing, and shipping until it is delivered to the customer. BWI drivers and equipment are the last person and some cases the only one customers see from BWI, so by using technology to our advantage, BWI strives to make that a great experience.

I remember the days that when a customer called and wanted to know where their truck was and about when it would arrive, the transportation department would have to look in the route

book and “figure out” where the driver might be and call a few stops ahead for the driver to call in to the office. Once the driver called, the transportation department would call the customer back to inform them when they should get their order. It was not the best system but at the time it was all we had to use. As technology increased with the advent of cell phones, our customer service increased as we were able to contact the driver immediately and get the information without having to call the customer back. In 2010 the Federal Motor Carrier Safety Administration (FMCSA) enacted the Comprehensive Safety Accountability (CSA) to better monitor a motor carrier’s safety rating. BWI started looking for new technology that would aid us in keeping our safety rating as low as possible. BWI started investigating electronic logs for our drivers and we saw the advantages imme-diately. The FMCSA planning on mandating EOBR at a later date put us ahead of our competition. BWI chose PeopleNet to be our partner in safety and they had other telematics solutions that we incorporated.

TRANSPORTATIONTECHNOLOGYBy David Simpson, Corporate Transportation and Safety Manager

BWI MONITORS DRIVING BEHAVIOR WHILE ON ROUTE TO KEEP THEPUBLIC AND DRIVERS SAFE.


800-621-8829 • 859-254-1221 [email protected] • www.neogen.com

ARIA INSECTICIDE– THE SMART CHEMISTRY APHIDS CAN’T RESIST. Excellent control of aphids and other nursery and greenhouse pests

A Group 9C, Aria is an important addition to your Insect Resistance Management programn Gentle on 80 cultivators in over 33 different plant speciesn Low impact to beneficialsn Provides 1 to 4 weeks residual after applicationn Allows a re-entry interval of 12 hours

Always read and follow label directions. FMC, FMC logo and Aria are registered trademarks of FMC Corporation. ©2016 FMC Corporation. All rights reserved.

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CHAPIN SPRAYERS AND SPREADERS MAKE IT EASY TO MAINTAIN YOUR LAWN AND GARDEN

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AGRICULTURAL IRRIGATION | A Hunter Industries CompanyLearn more. Visit senninger.com

LOW PRESSUREHIGH PERFORMANCESenninger Products - Proven Performance and Reliability

Xcel-Wobbler® PROVIDES INSTANTANEOUS COVERAGE OVER A LARGE AREA.

The Xcel-Wobbler distributes water in an extremely uniform pattern that resists wind-drift and evaporation. The counter-balance design reduces vibration for a smooth, stable performance eliminating the need for costly support stakes. Ideal for frost protection, salt leaching and germination. It has only one moving part, which translates to longer product life. Available in high and mid-angle models.2014 IMPACT SPRINKLER

Senninger’s impact sprinklers are designed for a variety of flows and operating pressures. Various trajectories available: 9°, 12°, 14° and 23°. Double nozzle models are available for increased coverage and uniformity. Senninger’s NEW Hand Tight Nozzle requires no tools for an easy change/easy clean nozzle-vane combination.


Have you ever been asked, “What makes someone want to use your company over your competi-tors”? It’s a simple enough question, but for

many it leads to a complicated answer. As a BWI Sales Representative, I was asked this question by a vendor sales rep one evening during a post-dinner conversa-tion. I’ll admit, it caught me off guard to be asked that during what I thought was a relaxed year-end dinner celebration. I caught myself explaining BWI’s timely delivery options, fair prices, adequate inventories, and accurate billing were all of importance; but, I kept circling back to specific services I offered to my customers. I launched in to a discussion about how I had studied the chemical side of the business so that I could be an informed resource. I fervently explained how hard I worked to take care of my customers by promptly returning any missed calls, responding quickly to emails, ensuring their orders were delivered on time, and any other issue that might arise was extin-guished with haste. At this point, the vendor chuckled at my reddening face and sweaty brow to point out that he had a far simpler explanation. “Brent, it sounds to me like your customers are buying from BWI because you truly care about the level of service you provide to them.” I’ve thought about some of my old customers, and what made them successful as PMPs. In almost every instance, my most successful customers displayed a “go-to” service that was unique to them in their specific region.

Below is a list of some of the things I remember most vividly:

• Expertise in not only pest, but lawn care as well• Services such as cobweb dusting on patios, light

bulb changing, and other simple gestures such as carrying garbage cans from the road in to the garage

• A business built around large scale commercial termite pre-treatment applications

• Specialty applications such as poultry and dairy farms, nursing homes, hospitals, and food process-ing facilities

• Offer services other companies stay away from such as live animal trapping, or outdoor mosquito fogging

• A focus on large scale apartment complexes • Fumigation expertise. It’s amazing how few com-

panies participate in this segment of the market• Eco-Friendly “Green” pest control services

In summary, I think it’s crucial to remember that it is nearly impossible to be all things to all people. If you stick to your go-to, you’ll more often than not have success.

Understanding What a “Go-To” Service Means in Professional Pest ManagementBy Brent Bunch, Marketing Manager Pest Management


2016 BWI EXPOONLINE REGISTRATION & HOTEL ACCOMMODATIONS COMING IN MAYInformation on EXPO’s Schedule of Events, Customer Appreciation Events, Hotel Accommodations, Education Sessions, and more will be posted online in May. Visit the website starting May 2 for more information - bwiexpo.com.

SCHEDULE AT A GLANCEMonday, September 198:00 am - 2:00 pm ....... Customer Appreciation Events3:00 pm - 7:00 pm ....... BWI EXPO Open3:00 pm - 7:00 pm ....... Hot BuysTuesday, September 207:30 am - 6:00 pm ....... BWI EXPO OpenWednesday, September 217:30 am - 11:30 am ..... BWI EXPO Open

Registration opens May 2!

bwiexpo.com



Luminance Over High TunnelsLewis Nursery & Farms (Rocky Point, NC)

OPTIONS ON GREENHOUSE COVERINGS: Improve growing conditions by changing your poly

By Amy Lynch, AT Films


Not all greenhouse coverings are created equal. And now there are more options than ever before. When it comes to the most economical option, polyethylene film still remains to be the most afford-able option. Just because this hasn’t changed, does not mean the options among films has not changed. From more

manufacturers than ever before, to films that manipulate light, control condensation and prevent heat loss - growers have many choices when selecting the right poly for their operation. It may seem obvious but one of the most vital elements of plant growth is light. And the quality of light entering the greenhouse is equally important. For example direct sunlight

is just that, directional. Depending on the sun’s position at a given time reflects the intensity of light coming from a certain angle thus limiting the available light and creating shadows. Whether it is a 600 foot sky scraper, a 6 foot tall human, or a 6 inch bedding plant, direct light creates shadows. On the con-trary, diffused light is light that is broken up and scattered in all directions. When light is scattered it is able to reach objects, or plants in this case, from all angles. Diffused films like Luminance from AT Films help to distribute light evenly throughout the greenhouse without sacrificing the amount of light. Creating an even light canopy helps the light to reach the plants from all directions. This results in a fuller healthier plant, rather than a tall lanky plant that is stretching for light. Think for a moment about a grow-ing operation that has hanging baskets hung above flats of

Thermax & Super 4Bob’s Market & Greenhouse (Mason, WV)

OPTIONS ON GREENHOUSE COVERINGS: Improve growing conditions by changing your poly


bedding plants. With traditional clear plastic, are those bedding plants getting good quality light? Not only do diffused films like Lumi-nance provide a better quality of light but they can provide the best of both worlds when it comes to controlling tem-perature. While on one end it is a thermal film that will help to retain heat in the cooler months; it also helps to reduce the heat load in the greenhouse in the warmer months. During the warmer months, greenhouse temperature can be reduced by up to 9 degrees.

When asked about the use to different types of greenhouse films at his facility in Oklahoma City, Chris Rowland from

TLC Greenhouses states, “Luminance has made better working conditions for the employees working our vegetable houses without negatively affecting crop growth.” Also beneficial to a growing operation are thermal films with anti-condensation additives. Installed on the inside layer of a double-poly application, these films reduce the amount of heat loss at night with the added benefit of condensation control. When condensa-tion forms inside the greenhouse, it can reduce light transmission up to 50%. Additionally, “without the use of a condensation control film the dripping is excessive and it is detrimental to plants and pest control programs,” adds Row-land. An additional poly option for growers is a 55% white. While it does significantly cut down on light transmis-sion it can be ideal on the right house. “We have 40 gutter connect greenhouses of retail space. The use of 55% white has completely eliminated the need to use shade cloth during the hot season. It has changed the temperature by 12-15 degrees,” Rowland contends. While there are several options when it comes to greenhouse poly, double-lay-er inflated poly is highly recommended. Not only does this provide energy savings but the double-layer gives the structure more stability and will increase the longevity of the poly. It is always recommended to inflate with outside air. Choosing a greenhouse poly is an important decision for a greenhouse operation. It is the only thing standing between a crop and the elements of Mother Nature. Choosing a quality film that provides an ideal growing environ-ment will keep an operation growing. Contact the BWI Grower Techni-cal Sales Staff for more information at 888.447.3403 or visit us online atgrowertechnicalsales.com.

Thermax & Super 4Bob’s Market & Greenhouse (Mason, WV)


WE’VE GOT YOU COVERED

Greenhouse and High Tunnel Films featuring our innovative SmartStructure® Technology are renowned for tremendous strength, durability, and superior light transmission - backed by the best customer service team in the industry.

High quality plants start with high quality light. Which is why BWI customers have put their trust in Dura-Film® greenhouse products for over 20 years.

800-661-3606 www.atfilmsinc.com

ATF_BWI_Spring2016-2.indd 1 2016-02-02 9:01 AM


Over the last several years, like most industries, Pest Control Operators have seen changes that

have altered the way they do business. It used to be that a Termite and Pest Control Company’s core business was only termite and pest control. Over the past 25 years, the introduction of termite baits and non-repellent termiticides have reduced termite pressures. While Pest Control continues to move forward, changes in laws, labels and application methods have had some impact. Pest Control in some cases can be still viewed as a luxury item where consumers have choices with Do It Yourself products and frequency of service determined on need. These changes have required Pest Control Operators to expand their service offerings to include services such as Wildlife, Attic and Crawl Space Insula-tion, Crawl Space Encapsulations, Mold Remediation as well as other services in order to maintain revenues and long term growth. One service that has become widely popular over the last several years and one that should be a “GO TO” service

with every PCO is Mosquito Control. For many years, Mosquito Control was done by municipalities driving vehicles throughout neighborhoods dispersing a dense fog. The intent was to alleviate the discomfort of being outdoors in heavy mosquito months. Very few, if any, PCO’s offered residential mosquito control as part of their service offerings. In 1999, the introduction of West Nile Virus was reported in North America. Soon, grow-ing concerns would introduce the Pest Control industry to the need for provid-ing mosquito control to homeowners and businesses. While some companies jumped on board initially, others were reluctant to venture into this area due to concerns with equipment costs and the probability of increased call backs. Over time, as the industry advanced with bet-ter equipment, chemical labelling and education to reduce mosquito popula-tions, more and more companies have jumped on board to offer this as part of their menu of services. Today, with the new threat of the Zika Virus, Mosquito Control has become part of the daily con-versation within the pest control industry

and operators everywhere. There are many benefits for PCO’s who are providing mosquito service. There are increased revenues during seasonal months. Most companies are offering services on a monthly basis during peak mosquito months which typ-ically run April through October. Some states with warmer climates may endure longer seasons and possibly year round service for control. The initial equipment costs are minimal. For best practices, it is recommended to use a backpack blower or misting unit that can be fitted on most spray rigs used in general pest or termite applications. When marketing mosquito services, look no further than your existing customer base. Service per-sonnel are visiting these customers on a regular frequency and have established relationships. Simply letting customers know this service is available will add new opportunities to grow revenues and enhance the current pest programs offered to the customer without increas-ing marketing costs.

Mosquito Control:Why Every PCO Should Add It To Their Menu of ServicesBy Donnie Spence, Sales Manager BWI Memphis

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In order to do this in the most efficient and effective way, we must have a good plan in place. A plan that maps out all the activities of our daily routine prac-tices so that the staff of your business is working towards the goals you have set. Within those plans should be a product hierarchy as the opening article to this publication suggests. All sales associates should know what items they should be offering first and those that are back up and why you have that hierarchy in place. The opening article gave a snapshot on those “go to” products, and the possible categories that should be included.

Looking across the retail landscape, the “go to” hierarchy could be lined up for many as:

• Retailers Private Label products in each category if applicable

• Independent brands/items (if inde-pendent retailer) and/or National brands/items with advertising

• Regional brands/items• Items purchased with marketing

support or coop including discount purchases

Good planners will develop a market-ing campaign for their sales plan which incorporates the above into consumer awareness to help drive purchases. This campaign can include ads, circulars, in store promotions, etc. and can utilize marketing/coop funds, purchasing discounts, manufacturer programs (such as rebate and loyalty) and coordination with national ad campaigns. This process can start as early as the booking season at trade shows with the overall sales plan in place ahead of the selling season with adjustments and additions tweaked as needed. Many retailers do well in developing campaigns but struggle to have the cor-rect communication devices or programs in place to coordinate with their staff. The sales plan may have been well thought out but without a plan of action to make certain what you have spent your efforts purchasing to sell can create a disconnect on what actually makes it to the register. Successful retailers that make the most of their sales plan take that addi-tional step of action in making sure their staff is up to speed on the sales plan. Meetings held each morning, weekly, monthly or at the beginning of each sell-ing season, go a long way to keep what


By Randy Townsend, Marketing Manager Consumer Products

THESTRATEGY

DISCONNECT It’s spring, and if you are a retailer offering products for outdoor activities, your days are likely filled with much excitement as consumers venture out to accomplish those tasks planned over the winter months. The hustle and bustle of spring sales can be very rewarding but also bring long days and extra work. But as the old adage goes, we must make hay while the sun shines.


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everyone should be working towards collectively. Even utilizing the cliché white board in the break room or staff area is a good way to keep the strategy at the forefront. A retailer’s “go to” strategy can change based on purchas-ing plans or timely needs so a good communication channel is paramount to keeping everyone informed on the sales strategy. Utilizing manufacturer and distributor personnel to help with these meetings is a good way to help build product knowledge and sales tips on the targeted items/lines within your categories. Some will even build programs to incent their staff to work within the strategy. Those programs can include sales spiffs on “go to” items, rewards for hitting specific sales goals as an individual or staff, and/or overall goals towards the sales plan. These programs can be extremely effective if devel-oped correctly and can drive the sales plan to its goal. However, they can be inefficient and not produce the results needed adding additional costs if not developed correctly. So good planning and implementation is crucial when putting these programs in play. The “go to” strategy is an important factor in the success of a retailer. It takes good planning and implementa-tion to ensure success. Our goal at BWI is to provide the retailer with the tools we have available to help plan for suc-cess. Your BWI representative stands ready to help with their tool chest in hand to assist in developing your strat-egy. Wishing you success in your “go to” strategy and a great spring!


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Defining Your PromiseDefining your promise can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

• What is your company or sport facility’s mission?• What are the benefits and features of your products or

services?• What do your customers and prospects already think of

your company?• What qualities do you want them to associate with your

company?

Do your research. Learn the needs, habits, and desires of your current and prospective customers. Don’t rely on what you think they think. Know what they think.

Get the Word OutOnce you’ve defined your promise, how do you get the word out? Here are a few simple, time-tested tips:

• Get a great logo. Place it everywhere.• Write down your promise. What are the key messages you

want to communicate about your promise? Every employ-ee should be aware of your promise, it’s your “Go To”.

• Integrate your promise. Your “Go To” promise extends to every aspect of your business--how you answer your phones, what you or your employees wear at work, your e-mail signature, everything.

• Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your prom-ise.

• Be true to your promise. Customers won’t return to you or refer you to someone else if you don’t deliver on your promise.

• Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can recommend. If you can’t do this, your attempts at estab-lishing a “Go To” will fail.

Good luck and here’s to a successful spring!

YOUR “GO TO”...MORE THAN JUST A PRODUCTBy Kolby Keeling, Marketing Manager Turf and LCO

Your “Go To” is one of the most important aspects of any business, large or small. An effective “Go To” can give you a major edge in increasingly competitive markets. But what exactly does “Go To” mean? How does it affect an LCO business, Sports Field or Golf Course like yours?

Simply put, your “Go To” is your promise to your customer. It tells them what they can expect from your products and servic-es, and it differentiates your offering from your competitors’. Your “promise” is derived from your industry knowledge, successes, experiences and support from quality business suppliers / partners.

Are you the innovative maverick in your market type? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.


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KNOW WHICH WAY YOU SKIN THE CAT

By Barkley Sippel, Sales Manager BWI Greenville/Spartanburg

WE HAVE ALL HEARD THE OLD ADAGE “MORE THAN ONE WAY TO SKIN A CAT”. How often do we realize the frequency in which that applies to our daily business and the customers we serve? Many times throughout the day we are asked “how do I skin a cat?” i.e. “How do I kill this weed?” “How do I make my grass a darker green?” “How do I kill this bug? This rodent? This fungus?” You get the picture.

As a retailer, you have many options to offer your customers. It’s hard to imagine how many brands of fertilizers, how many brands of herbicides, how many brands of pesticides you carry. When you multiply that by the number of options each brand has it can get complicated, confusing and overwhelming very quickly; especially for the average consumer. It is our job to make things simple for our customers and one way to do that is to have a go to method of “skinning the cat”. When a customer is challenged with a particular need; make things simple for them, offer them a solution instead of a choice. This is your “go to”, you suggest it every time. In their mind, if they know what they want they will not be asking you to help them. They are asking because they don’t know. Be the expert and tell them how to “skin the cat”.

Allow the customer to identify their problem, you then recommend the prod-uct to solve it for them. Determine what works well in your region and stick with it. Have confidence in your method of “skinning the cat” and your customer will leave your store with a clear understanding of the product and how to use it. They will be more likely to return for clear, concise advice on their next project. Giving them too much information can cause confusion and doubt. They are not coming in the store for a chemical lesson, they just want something to “skin the cat”. In a world of choice and information overload, less is often more. Remember, you are their expert, that’s why they come.

DISCOVERSign up for BWI e-News to receive news and specials in your inbox!

An electronic newsletter sent to BWI customers, BWI e-News includes new product information as well as BWI Companies, Inc. news and links to useful information and tools on the Web. To sign-up for e-News, visit the BWI website and log in to your account. The “Join our Email List” link is at the top.


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MOST OF US HAVE A PARTICULARPERSON OR BUSINESS WE GO TO WHEN WE HAVE A PROBLEM.

Whether it’s a mechanic, a plumber or a carpenter, they are the first person we call when we need help. We do this because we have learned through trial and error they are our best option for solving a problem in a particular area of our lives. It’s not that they’re perfect, but they have demonstrated over time that they can be trusted to provide the prod-ucts and services we need in a timely manner and at a fair price. Working with them has proven to save us time, money and frustra-tion so they have become our “go to” service providers.

If you own or operate a greenhouse or nursery business that same dynamic is at work in relationship to your customers. There are buyers out there looking for a “go to” grower to supply plants for their business. There are independent retailers, other wholesalers, landscape contractors and others who are in the market to purchase a variety of plants, and they want the process to be as convenient and painless as possible. They have budgets to work within, timelines to fulfill and customers to satisfy so they are looking for someone they can go to who will meet their needs and allow them to move their business forward.

Given this dynamic, an important ques-tion to ask would seem to be, “why can’t that someone be you”? In other words, what would it take for you to become their “go to” supplier? For them to be so comfortable and satisfied with you and your company that you are the first place they come to when they need prod-uct.

There may be some who would be tempted to say,” it’s all about price” but as consumers our experience tells us differently. As any of us can testify to from our own buying habits, price might get your foot in the door but on its own it doesn’t have the power to convey “go to” status on any business. It takes much more than that for companies to earn that kind of standing in your mind and the same is true of your customers.

So what are the services/solutions that, over time, have the potential to make you a “go to” supplier? I would suggest the following as a good place to start the conversation.

• Product selection (including variety and/or unique niche products)

• Convenient and reliable delivery service • Ease of ordering• Product merchandising (i.e., pot selection,

tags with product/planting info, etc.)• Excellent customer service

Notice I didn’t say anything about quality. That’s because in this day and age it’s a given. As Dr. Charlie Hall says, “Growers will continue to have to have quality to even play in the game.” So if you are struggling with quality, focus on that until you get it right and then build from there.

So as we move into the spring of 2016 I would encourage you to focus on the kind of services/solutions that have the potential to make you the “go to” provider for your cus-tomers. Those who do this will be rewarded by their existing customers and sought out by new ones. Those who don’t will wish they had.

By Clay Wilkerson, Marketing Manager Horticulture/GTS

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Congratulations

2015 BWI EXPO Grand Prize Winners

2016 CHEVY SILVERADOChastant Bros., Inc. (Lafayette, LA)

70” SAMSUNG TELEVISIONAlldredge Gardens (Midland, TX)

Ross Seed (Chickasha, OK)

BOSE SPEAKER SYSTEMGreen Valley Farms (Montevallo, AL)Neosho Gardens (Council Grove, KS)

SONOS PLAY SPEAKERSLinseisen’s Feed (Bellville, TX)

MICROSOFT SURFACE 3Good Earth Garden Center (Little Rock AR)

APPLE IPADAmerican Pest Management (Manhattan, KS)

Decatur Garden Center (Decatur, TX)La Casa Verde Garden Center (Midland, TX)

New Braunfels Feed (New Braunfels, TX)Standard Feed Store (Jacksonville, FL)

SAMSUNG GALAXY TAB SHot Springs Country Club (Hot Springs, AR)

Tri-Parish Co-op (Slaughter, LA)

Pictured above: BWI Jackson Sales Representative Randall Robinson hands keys to John Chastant of Chastant Bros. in Lafayette, Louisiana.


Gemini™ has expanded its label to include new plant tolerances and use sites. Plus, the two trusted acti ves are now available in a handy, new half-gallon jug. This liquid pre-emergent will give you:

• Control or suppression of more than 125 broadleaf and grassy weeds • A cost in use per acre that’s competi ti ve with tank mixing

NEW1/2 Gallon

size

Prodiamine + Isoxaben

Expanded label. Smaller jug.It’s a bad ti me to be a weed.

Control ti mes two.

© 2016 An ICL Fertilizers Company, Worldwide Rights Reserved.

S338-039569 ICL Half Gal Gemini Print AdTrim: 8.5" x 11" Bleed: 8.75 x 11.254/CSwanson Russell

Always read and follow label directions before sale or use of this product.

S338-39569_ICL_Gemini_ad_BWI_Buylines.indd 1 3/8/16 11:04 AM

Once upon a time, the job of selling Muck Boots to your retail customer was a snap. If he was a farmer, he needed a Chore Boot.

Hunter? Fieldblazer…Oh, your feet get cold, then the Woody Max. Home gardener? Try on this Scrub Boot. Yes sir, they are comfortable and they’ll keep your feet dry and cozy. Thanks and have a nice day!

Bing, bang, boom. Sale done, money in the register.

As anyone who has flipped through the Fall/Winter 2016 Muck catalog can attest, the line has grown slightly from the dozen offerings it had for many years. A head-spinning array of Cool Technology, Colors, Patterns, Heights, etc. can lead to sensory overload and make even the most forward thinking buyer resort to the ostrich defense and order the same styles, year in, year out. This year has seen a number of the ‘old guard’ be discontinued, neces-sitating a change in your buying of certain styles. To help ease this transition, I’ll give you my go-to’s per consumer, plus give you some advice on how to open up this consumer to additional sales.

FARM STORESChore Boots are still the tried and true when it comes to those working outside, who want to be comfortable and dry. The only complaint I’ve heard about Muck Boots, is that they sometimes do their job too well, and are too hot to wear in most of our region about half of the year. The Chore’s cousin, Chore XpressCool, addresses this and with its’ wicking technology, keeps the foot cool in warmer climes. This style is actually more appropriate for the south and its weather than the standard Chore. You can determine the need with a few simple ques-tions about usage and a brief explanation of how the XpressCool works (catalog first page).

The long time styles Edgewater and Hoser were retired, but can be filled by the four colors, in two heights in the Edgewater 2 collection.

HUNTING/SPORTINGInline from the beginning, the Fieldblazer was retired by the Fieldblazer 2 this past year. This is still the most price conscious hunting boot for the entry level Muck Boot consumer (retail $120). From there, a dizzying array of insulation factors, soles, etc. are available for choosing. I advise all sporting accounts to have at least two options, an entry level (Fieldblazer, Woody Sport II, Blaze) and a higher price point for long time buyers (Woody Max, Plus, Pursuit).

This category is rife with opportunities to expand your sales, especially starting July through hunting season. While you’ll have your everyday stockers, (Fieldblazer 2, Woodys), consider bringing in a small size run of newer styles, looks (Pursuit). Rare is the Muck customer that owns just one pair!

GARDENThis year the Scrub and Daily, two original styles were discontinued. These have been replaced by the Muckster line, offering men’s, ladies, and children colors, in two heights. While you will want to replace them with the appropriate color, consider the many options as opportunity, especially during the holiday buying season.

When the weather turns cool in the fall, our best opportunity to sell Mucks comes. This is also the best time to expand past your go-to’s and target the holiday season shopper with styles like the women’s and kid’s Hale. These price conscious styles offer many colors and patterns and are easy on the pock-etbook. I try to always advise restraint on styles that might be new to a store. I would rather an owner regret not buying enough, than resent buying too much. Remember, there is no minimum and only a $1250 amount for free freight.

As always, if there is ever a question or issue that I can help you with Mucks, please don’t hesitate to contact me. Thank you for your business!

By Will Welch, Key Accounts Manager

OPTIONS: MUCKHale - Brown/Hot Leaf Camo

Pursuit Fieldrunner - Mossy Oak Infinity

Chore Cool - Brown


Gemini™ has expanded its label to include new plant tolerances and use sites. Plus, the two trusted acti ves are now available in a handy, new half-gallon jug. This liquid pre-emergent will give you:

• Control or suppression of more than 125 broadleaf and grassy weeds • A cost in use per acre that’s competi ti ve with tank mixing

NEW1/2 Gallon

size

Prodiamine + Isoxaben

Expanded label. Smaller jug.It’s a bad ti me to be a weed.

Control ti mes two.

© 2016 An ICL Fertilizers Company, Worldwide Rights Reserved.

S338-039569 ICL Half Gal Gemini Print AdTrim: 8.5" x 11" Bleed: 8.75 x 11.254/CSwanson Russell

Always read and follow label directions before sale or use of this product.

S338-39569_ICL_Gemini_ad_BWI_Buylines.indd 1 3/8/16 11:04 AM

P.O. Box 5968Texarkana, TX 75505

PRSRT STDU.S. POSTAGE

PAIDCARTHAGE, TXPERMIT NO. 80

Our Competitors Make You Compete With The Big Box Stores...With VPG Products, You Don't Have To!

insecticides • fungicides • fertilizers • weed killers

AVAILABLE ONLY TOINDEPENDENT RETAILERS

VOLUNTARY PURCHASING GROUP, INC.230 FM 87 • BONHAM, TEXAS 75418 • Visit Us At: www.fertilome.com • Product Questions? 855-270-4776

Documents

Buylines Spring 2016