Farm Stands 101

Customer Service: How to treat folks to keep them coming back.

Farmstands sell produce, and if it weren't for the people buying the vegetables, there wouldn't be a farmstand. Simply put, customers keep you in business. ALWAYS REMEMBER THIS, and act accordingly.

The Basics: GOOD PRESENTATION If you remember and do these things, people will come back because you are giving them the service that big grocery stores don't. Being treated well is rare enough. Take it on yourself to give what you don't often get. Keep everything tidy and clean. Know what you're selling. Keep everything stocked. Treat your customers like invited guests.

LISTEN TO YOUR CUSTOMERS
If people think you could do something better, or maybe want something you don't have, or want to know some information about something you sell, do your best to give it to them. Within reason, of course- for example, "We don't sell mangos, bananas, or oranges because they're not grown in Pennsylvania, and we only sell stuff grown from this state". But tell them WHY something is like it is. (If you can't tell them why - maybe you could be doing something better!)

EDUCATE THEM
We've all been there… 'What is that thing? I won't eat that!' I used to say that about tomatoes… now I eat them all the time. Well, you've eaten things that were funny looking to others, let them know how very NOT funny they are! And also let them know how to eat them…raw collards aren't all that tasty - so say 'cook them with some vinegar for 45 minutes', and all of a sudden you have an educated consumer. Getting them hooked means you can keep them coming back!

It's your responsibility to know about all the stuff you're selling - put up signs for produce, and offer recipes - get to know your produce, and let folks know about what they're getting.

BE NICE
Isn't it nice to see friends…they smile and are glad to see you and know your name. Imagine being treated like you just walked into a friend's house when you are at the store. Wouldn't know how to react, would you? Me neither, but I think it would be nice if I was treated well by someone who was about to take money for something I needed. People like that kind of stuff, and for good reason!

If you know people's names, call them by name! Ultimately, everyone will have a place to go where they know everybody, and if the stand is also a social place as well as a shopping place, it'll be fun to go there and you'll always have customers around. That's what successful businesses do.

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COMPLAINTS
People will always complain. They can win the lottery and complain. It's natural. A lot of times they're just blowing off steam - so listen for a while, think about what they say, and then determine if you can help them. When people say something critical, it is often because they want to keep shopping at your stand - but they want something to be better. That's good - so that means they're on the same team as you - because you should be trying to make the stand better too.

So listen, don't get mad, and tell them why things are like they are - again, if you can't tell them, maybe it could be better! If they really rattle your cage - don't argue, apologize politely, let them know that you have other things to attend to, and say "NEXT CUSTOMER PLEASE!"

1. The customer is never an interruption to your work! The customer is your real reason for being in business. Chores can wait.
2. Greet every customer with a friendly smile. Customers are people and they like friendly contact. They usually return it.
3. Call customers by name. Make a game of learning customers' names. See how many you can remember.
4. Remember, you are the company! As an owner and an employee, the way you represent yourself to your customer is the way your business will be perceived by that customer.
5. Never argue with customers. The customer is always right(in his or her eyes). Be a good listener; agree where you can, and do what you can to make the customer happy.
6. Never say "I don't know." If you don't know the answer to a question say "That's a good question! Let me see if I can find out for you."
7. Remember, every dollar you earn comes from the customer's pockets. Treat them like the boss.
8. State things in a positive way. It takes practice, but will help you become a better communicator.
9. Try to get your customers to remember a good experience at your market.
10. Always go that extra mile! Always do just a little more than the customer expects.

Setting up a good looking stand
Fresh produce is responsible for creating the image of a store. Proper presentation of products increases sales. Shoppers receive a positive impression if products are top quality, clean, and tastefully displayed. Remember that high-quality products are the strength of produce markets!

A lively, well-stocked produce department entices the customer to buy and increases sales and profits. Think of yourself as an artist, with several palettes of colors to choose from - visual: color, contrast, shape, size; smell: herbs, fruits; and touch: soft or firm.

Make displays that look like they came from the farm. Wooden crates or boxes work well. Baskets are beautiful; slant them toward the customer. Even an attractive tablecloth can add to your sales. Stair-stepped displays create an array of depth, color and texture; however, they may not be easy for the customer to reach or easy to restock. Utilize vertical space by hanging products from slings or hangers.

Merchandising
"Pile it high and kiss it good-bye!" Full, well-stocked displays make customers want to come and get it. Customers don't like taking the last of something from a bare, picked-over display; they want the best. A cornucopia of produce conveys abundance, prosperity, and quality. Never overstock, however, to prevent the risk of crushing tender items on the bottom. For most products, avoid piling them higher than 6 or 8 inches- they might bruise or tumble. Avoid steep pyramid displays, for instance, where products continuously roll off the top. Stock fully, but not so picture perfect that customers hesitate to disrupt the display by removing produce. Removing one or two may even help customers start buying.

Make it easy for the customers to reach for the produce. Your display should be no more than an arm's reach in depth, and between knee- or waist- level and eye-level in height. Don't put your merchandise on the ground. Instead of placing your boxes flat, try slanting your produce to give the customer a more pleasing visual sense of your product.

Organize products in related groupings. Such groups might include dessert items, salad items, cooking vegetables, apples and pears, etc. Displaying compatible products together serves as a suggestion for additional purchases and uses of the products.

Place high demand items in strategic locations throughout the market. Large displays attract attention, so use bulk displays to generate sales, especially for high-volume seasonal crops such as apples or corn.

Use color and texture to enhance eye appeal. People enjoy food with their senses, so displays must be eye- and sense- appealing. Mix a row of radishes between the mustard and kale, tomatoes between the lettuce or cukes, or intersperse peaches with blueberries to create dazzling color displays.

Good color groupings:
	Red and yellow or green
	Light green with yellow or purple
	Dark green with red orange or yellow

If you don't have a lot of variety, create a color mixture with flowers or signs.

Creative touches can enliven a produce display, e.g. carrot wheels, fresh flower bouquets, garden like groupings of lettuce and greens, baskets in displays, or hand stacked yams.

Seasonal themes work well on dry tables, such as fall squash and yam displays, or summertime berries. Produce has its best flavor, holding qualities, and overall value in season, when it is available at its greatest volume and lowest price.

Price signs
Prices should be clearly marked on or near the display. Most shoppers are in a hurry and will not search out the manager to find out how much something costs.

Restock displays frequently, rotate products as needed, and remove damaged, decayed, or unsaleable products promptly. Unsightly produce left on your stand not only detracts from sales, but it leaves the customer with the notion that you sell rotten produce. If you'd buy it, leave it, if not, pull it out.

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