The Success Series: A change is coming

Today is a great day for change—change in the way you work; change in the way you think about your profession; change in the way the green industry is perceived. The days of thinking or running your business like your predecessors did are exactly that—things of the past. It’s time to change.

In keeping with the classroom theme we established in our intro column last month, I would urge you (at least mentally) to get out the lists you made of goals, limitations, customers, products/services, and ways you’ve earned a competitive advantage. Now, get out an eraser; you’re going to change everything.

Change your goals. 
In your original list of goals, did you include the quest to become a virtual garden center? Did your list carry the notation, “become an online resource for gardening in my community?” Or was your list more like this?

1.  Be the best garden center in Anytown, USA.
2.  Build a new shed.
3.  Hire a manager—so I can take more time off.

Those are all goals that have a place on a list, but in order to be a success now—and especially in the future—the following set of goals will prove much more valuable:

1. Create local awareness of my product/service via every means possible.
2.  Contribute to my community without fail.
3.  Become THE resource for gardening knowledge.
4.  Build my brand to compete against all that stands in my path.
5.  Be willing to change the way I do business.

Change your limitations.
If your limitation list contained items like lack of resources, knowledge or skills, make sure to scratch those right out. Acknowledging limitations only feeds them. You have committed to building a better business, and your commitment has all but erased your limitations. When you are committed to change, you’ll make sure nothing stands in your way. Yes, lack of funds, skills or knowledge makes things challenging, but addressing challenges is what makes successful people tick.
 

Change your customer.
The traditional customer might engage you at the counter during checkout, in the aisle while selecting merchandise, or on the phone. Today—TODAY!—change the way customers interact with your business. Blogging, social media, YouTube and such interaction are your easiest way to reach customers—many at a time. 

Use technology to the fullest. iPhones make customer communication effortless with text messaging, e-mail and Web capabilities literally at your fingertips. Your customer base uses technology every minute of every day—so should you.
 

Change your product/service.
A pansy will always be a pansy, but your own Smartphone app that shows what pansies you have in stock takes your products and service offerings to a new level. Jot down what would make you stand out, and then get to Googling, because with a few clicks of the mouse you might just stumble upon the “next great thing.”
 

Change your competitive advantage.
Since you cannot compete on price with the big boxes (nor should you try), develop a program or service that is unique to your business. Make your standards unobtainable by your competitors, and make your ability to meet expectations your niche. Make your product or service about quality, not quantity/price.

Make sure it has marketability in the future, rather than as a one-hit wonder. Long-lasting products/services are the most profitable. And, in the end, what we should be about is earning profits.

Change is difficult, but it’s necessary in our industry—more than ever. As technology continues to develop and customers find their lives growing more chaotic by the day, they’ll relish the business that evolves as they do. More importantly, they’ll shop there.

For more information about this article, contact Chad E. Harris at charris@cever
ettharris.com; www.ceverettharris.com; www.thegardengates.com. Follow him at www.twitter.com/ceverettharris; friend him at www.facebook.com/ceveretthar
ris; watch him at www.youtube.com/user/TheGardenGatesNOLA; read about him at www.thegardengatesblog.com.
For more information about the concepts presented here, contact Chad E. Harris at charris@ceverettharris.com; www.ceverettharris.com; www.thegardengates.com. Follow him @ www.twitter.com/ceverettharris; friend him @ www.facebook.com/ceverettharris; watch him @ www.youtube.com/user/TheGardenGatesNOLA; read about him @ www.thegardengatesblog.com.