Grow Your (Snow) Business

I had the opportunity earlier this month to speak at the Landscape Alberta Green Industry Show & Conference (GISC). One of the seminars I led was Grow Your Snow Business. As we’re just starting the winter season, I thought that some of the information I shared at that seminar might be helpful and get you off to the most efficient start. Although I was speaking specifically about snow businesses, all this information is easily transferable to any contracting business.

We talked about six areas of business: Leadership, Customers, Staff, Finances, Operations, and Safety. Below I’ve listed some key points for the first three areas. each area, as well as some KPI’s to help you have success in that area.

1. LEADERSHIP

• Invest in professional development opportunities: Always be learning. Attend conferences, get involved in your local landscape organization, listen to podcasts, read books, network with others, join a peer group.
• Implement regularly scheduled meetings: A regular meeting rhythm provides structure for your business, allows your staff to know that you’re available, helps keep everyone on the same page, and develops a positive company culture.
• Discuss future planning: Where do you want the company to be in 1, 3, or 5 years? Where do YOU want to be in 1, 3, or 5 years? Talk about this with your business partner(s), your spouse and your staff. Put a plan in place to help you meet those goals.
• Instill a sense of purpose: People want to know they’re part of something bigger. Share your vision and purpose with your employees and let them be part of it.

LEADERSHIP KPI’s:

• How often are you sharing the vision with your staff?
• What professional development are you involved in?

• How often are you meeting with your direct reports or senior management team?

2. CUSTOMERS

• Know your ideal client: You cannot be all things to all people. Determine who your ideal client is and go after that type of client.
• Implement a customer onboarding program: This is a great way to ensure that customers know what to expect and that they understand your process
• Set boundaries: This can be communicated during the onboarding process. Let them know how to get in touch with you and when they can expect you to respond.
• Proactive communication: Keep your customers updated on services. Let them know when you will be on site, or if you’re going to be late. Proactive communication will greater decrease any negative issues with your clients.

3. STAFF

• Recruitment: Always be hiring. In the current labour market, you need to be creative to attract good employees. Think outside the box, then make it easy for people to apply.
• Training: There’s a direct correlation between the amount of time spent training an employee and the length of time that employee stays with the company. Don’t skimp on training. It pays off in spades.
• Employee incentives: This is what may set you apart from the competition. But you need to do it well, because a poor employee incentive program will do more damage than no incentive program.
• Regular 1-on-1 interviews: Even though you may not need regular affirmation and praise, most people do. Especially those who look up to you. Take advantage of every opportunity to encourage, affirm and seek feedback from your staff.

STAFF KPI’s

• Employee retention rates - both full-time and part-time

• Net promoter scorecard

• Peer to peer evaluation

• Regular one-on-one check-ins

We'll cover the next three areas next time. If you find this overwhelming, contact me. I’d love to chat with you about how we can help this winter season be your best, most efficient and most profitable yet!