Frank Benzing feels fortunate to be leading the 12-store SummerWinds chain. Benzing has been with the company since 2001 and took on the CEO role last year. His home base is SummerWinds’ corporate office in Boise, Idaho. But you’re just as likely to find him visiting stores in Arizona, California and Missouri.
For more: SummerWinds Garden Centers, (208) 345-2559; www.summerwindsgc.com.
Q. What’s your customer service pet peeve?
A. The first thing that comes to mind is lack of genuine interest in the customer. When an associate doesn’t acknowledge or make good eye contact with customers and the nonverbal cues that show apathy toward a customer.
Q. Name one business book you think is worth reading.
A. One that’s sitting on my desk right now is “The Power of Nice: How to Negotiate So Everyone Wins -- Especially You” by Ronald Shapiro.
Q. Which plant is generating the most buzz for your business?
A. That’s kind of a twofold question. Because even though some plants create buzz, we might not sell a lot of them. In our Phoenix market, firecracker bush and purple heart are selling well. In
Q. How do you feel about loyalty card programs?
A. I love loyalty-type programs. You have to create a program that best fits the customer you’re servicing. We’re working to improve how we use the information we collect from our program right now.
Q. Do you like or loathe the term ‘outdoor room’?
A. I love it. We use quite a bit of that slant in our marketing. It’s a concept that I think still needs to be driven by our industry and our company.
Q. Name one Web site you’re constantly checking.
A. Lately, I’ve found myself visiting sites that focus on the green side of the world -- sustainability, organics. GreenBiz.com is one site I frequent.
Q. Complete this statement: When I’m not at work, you’ll find me …
A. Hanging out with my beautiful 8-year-old daughter and my wife -- who keeps me in line. Or, riding Mango the mountain bike. (Yes, the bike has a name.)
Q. How do you feel about all the new plant introductions these days? Too many? Too few? Or just right?
A. My feeling is, let’s keep them coming. But we need to find a way to simplify marketing of the products to the end consumer.
Q. What’s your favorite green-industry event?
A. We’re very committed to the ANLA Management Clinic. We usually send between five and seven people. It’s a worthwhile investment.
Q. Who is your mentor, or someone you admire?
A. That’s a really easy one for me: Robert Barney [founder and former owner of NorthWest Food Service]. He’s someone I’ve known for many years on a personal and professional level. I went to work for him at age 14 and stayed with the company until it was sold 20 years later. He was like a father to me.
Q. What’s your best personal organization tool?
A. I was a tried-and-true FranklinCovey planner guy for 15 years. Just a year ago I untethered myself and started using a PDA and computer.
Q. What is your favorite thing about your job?
A. For me, it’s seeing the enthusiasm and knowledge of our associates, when they’re in the moment, enjoying sharing their knowledge with the customer and each other. That’s what really makes me tick.
Q. What do you prefer -- the mountains or the beach?
A. These days I’d say the mountains. In my younger days I liked the beaches better.
Q. What’s your biggest challenge this year?
{sidebar id=3}
A. Two things come to mind. First is tackling real sales growth and building new stores. Second is continuing to find and hire associates with terrific enthusiasm.