What's the diagnosis?

What does your garden center do to consistently win in the market place? After asking that question to owners of very successful retail operations, I’ve discovered the answer is quite consistent: Never lose your laser focus and relentless commitment to the basics of running a business. Here is a business “health” quiz to diagnose areas of your business that might need strengthening. New, innovative trends are fun to explore, but they will only help an already strong garden center business get stronger. First, you want to become—and stay —strong. This quiz would be a great place to start.

1. Do you have a current, updated handbook with your company’s mission and vision statements, as well as the required performance skills for each employee?
Don’t have a simple company handbook? You can download a free template and customize it to your garden center. Go to www.freebusinessforms.com.
 

2. Do you use assessment tools as part of your hiring process to better position each and every employee for success?
Do you have a hiring procedure, or do you find yourself in “panic hiring” mode, looking for a warm body to fill a position? 
Create job descriptions that allow you to match the ideal candidate with job requirements, and use assessment tools to match personality styles. Go to www.ttiassessments.com to take a free assessment and see its value.

3. Do you have a clear accountability for sales goals and performance measurement for all of the people in your company?
By creating and informing all of your employees of the goals of the garden center, you will create purpose-driven employees.

4. Do you have a well-developed ongoing training program for customer service?
Customer service is one of the last remaining ways that you can stand out in a cluttered market place. Don’t shortchange this area.

5. Do you have clear, updated customer-service measurement tools in place?
The only way to find out where you can improve is by gathering customer feedback and immediately implementing corrective changes.

6. Do you have a clear understanding of how to give corrective feedback to your employees?
Employees do not perform well when they are managed by criticism. Praise employees, and make corrective suggestions that can improve their performance.

7. Do you have quarterly reviews for all employees, conducted face-to-face with a manager and allowing for reinforcement of performance skills?
A cup of coffee and a short chat about job challenges can be addressed faster than a lengthy yearly review.

8. Do you have a reward program in place for employees who deliver excellent customer service?
Statistics for 2011 reveal that three-fourths or more of your staff may be considering a job change. Don’t lose your most important employees. Implement a simple praise and reward program today.

9. Do you deliver your current level of branding in such a way that customers and employees understand who you are, what products you deliver, and the value you place on your customers?
Does your constituency want to to be your cheerleaders? The new term for this is called “Likeonomics,” and it’s something that should be part of your strategic focus for 2011.

So, how healthy is your garden-retail business? Did you find your business blood running a little weak in a few areas?

Choose those areas that need “business vitamins” and vow to have a laser focus and relentless commitment to strengthening and flexing your garden center business-muscles.

Anne Obarski is a retail strategist and frequent speaker regarding customer retention and relationship building. Join her group for garden center professionals at www.merchandiseconcepts.com/gcroundtable.