Watch Out for These Red Flags When Seeking Out New Greenhouse Technology

Note: This story was first published by Nadia Sabeh, aka “Doctor Greenhouse”, on DoctorGreenhouse.com.

We all know the saying “if it sounds too good to be true, it probably is.” Even though we know this, we can still be lured by the idea that technology will fix all our problems, make our lives easier, and give us a competitive edge. Too often, though, the promise of new technology leads us down a treacherous path or into a vicious cycle of finger-pointing, band-aid fixes, and even more problems to solve.

Before you buy the next tech-fix, look for these 10 red flags to mitigate your risks.

1. It promises to do everything.

This is Red-Flag 101. When a new technology comes along claiming to simultaneously increase output, raise quality, improve efficiency, reduce waste, and create world peace, that’s probably a red flag.

2. It promises to solve a problem you didn’t know you had.

The “imagined problem” has become ubiquitous in the age of AI. Tech-heads have a solution (e.g. AI), so they start looking for problems. But is everything a problem? And is every problem best solved by technology or a computer? If you didn’t know you had a problem, maybe the problem is them.

3. It promises to be a one-size-fits-all fix.

There’s only one model. The same model is used in other applications. There are no custom features. If they can’t meet you halfway, walk away.

4. It’s a lot cheaper than the competing options.

This should be one of the biggest red flags. Why is it cheaper? What corners did they cut? What inferior materials did they use? What standards did they ignore? What risks are you buying into? Health, safety, performance, durability, service … The old adage “You get what you pay for,” is almost never wrong.

5. It’s white-labeled equipment

White-labeled equipment has been stripped of its mother brand and slapped with a no-name brand and sold by a third party. Do you know why equipment is white-labeled? Usually because the mother company thinks the market is too controversial, too volatile, too litigious, too unknown, and too risky to their reputation, stock value, or bottom line. If it’s too risky for them, could it be too risky for you?

6. Their data sheets look suspicious.

If you’ve ever walked a trade show floor, you’ve probably picked up sales brochures from several booths selling a similar technology. If the graphs, charts, and numbers look the same from booth to booth, someone is lying. The fun part is figuring out who.

7. It promises “no harm.”

Why would you even have to bring up harm if it does “no harm?” That sounds more like a CYA or shirk of responsibility in case their technology does do harm. Run.

8. They have big, flashy exhibit booths and promotional materials.

Companies that spend a lot of money with big displays, bright lights, and fancy giveaways want to grab your attention and create foot traffic. But is the flashy booth a façade, blinding you from what they don’t want you to see? If you need sunglasses or beer goggles to hear their pitch, you may not clearly see the whole picture.

9. The sales person never lets you speak or ask a question.

Fast-talking, hand-waving, and bravado are all tactics to distract you from noticing the flaws in their sales pitch. What they’re selling sounds good. What they’re saying sounds smart. But if they never take a breath to let you ask a question, that’s probably because they don’t want you to.

10. It promises to fix an issue that could be fixed with different operating standards.

Buying new technology feels good: it shows you’re in the know and it’s physical proof that you are attempting to solve a problem. But what if what you have is good enough, it just isn’t tuned to your operations? How would you know? Who would you ask? Finding an expert to guide you is hard. Clicking the “complete order” button on your phone is easy. Next time you’re ready, click “buy”, consider seeking out an expert who isn’t selling anything but knowledge and experience to guide you to the right solution.

Other red flags to look for:

• It promises to fix a systemic issue.
• It promises that you won’t need to do anything else.
• It promises to be easy to use.
• There are no operating guidelines.
• There are no purchase protections or warranties.
• It’s a lot more expensive than the competing options.
• Its pitch depends heavily on what the other guys can’t do.
• Their sales person can’t answer basic questions about how it works.
• It was developed for other industries or applications.

How can you mitigate the risk of following a red flag into a costly and frustrating experience?

• Check their website against their competitors’ websites. If the website shows data and graphs without tying it to a customer case study or internal research, they may be trying to sell others’ successes as their own.
• Ask to review case studies. If they are selling something brand new and have no case use data, ask them to run a trial at your facility at their expense to test performance.
• Ask to talk to their other customers. If they don’t have any or say that their other customers are unavailable (because they’re out of country or under NDA), that may be another red flag.
• Ask a neutral party for their opinion and advice. Do to they know anything about the company? The sales person? Does the science seem sound? Has the tech been successfully used in other applications? What are the potential limitations? Are there alternatives.
• Hire a qualified consultant to evaluate your situation and give you impartial guidance. Do they recommend buying new equipment? Fine-tuning what you already have? Training your team? All of the above?

The next time you’re evaluating new technology investments, look for these red flags. If you spot any, you may want to step back, ask more questions, and reconsider. Purchasing new technology may seem like a good investment, but if it doesn’t solve the core problem, it’ll likely cost you more in the end.

What are some of your red flags when approached with new technology?