Until our recent house fire, my husband Lee and I lived on a 60 acre farm. We grew strawberries and raspberries and had a houseful of kids all summer long. We sold fruit and sweet corn for 10 weeks each summer — and you couldn’t turn around without friends dropping off their children for some “good old fashion hard work”.
We never told parents about the late night tours of the haunted barn, or the round-robin chess tournaments, or the chocolate cookie bake-fest (6000 cookies in under 6 hours). We pretended it was all slave-labor so parents would keep sending their kids.
I learned much as a strawberry farmer — and only a very little was about farming. Take a moment to listen to this farm-hand’s wisdom. Maybe you’ll learn a little more about the business of aquatic therapy.
Pick Your People Well
When we first started out, we knew we wanted to sell our fruits and veggies at farmer’s markets and road-side stands. We checked out the competition and found a WIDE variety of business models in effect. One farmer obviously believed that 16 year old hormonal boys were the #1 target market for fresh fruit. He employed the “hot girl in the bikini top” method. The stand was always swamped, but I never saw actual commerce taking place.
Another competitor felt that the buying public would believe the vegetables were “direct from the field” if he employed a crusty-looking curmudgeon who would hand over melons in between spitting chaw. For obvious reasons, I couldn’t bring myself to buy his wares. So, when my husband and I first began to interview for summer help, we looked for three things.
1. We wanted self-driven people who never needed a kick in the butt to make our stand look fabulous. We did not want competent people who would do whatever we asked; we wanted people who got excited and came to us with their “latest idea”. We held competitions and rewarded brilliance, but none of it would have worked if our people were not internally driven.
2. We wanted clean-cut, well-groomed, and engaging people. Our staffers were constantly conversing with the people who stopped at our stands. They were so good at it, we had regulars who came just to talk. One octogenarian came to our New Richmond stand every morning at opening time and bought a 1/2 pint of raspberries from Jessica. He would go home and put all 25 raspberries on his cereal, just so he could come again the next day. Jessica once told the man that he could buy a pint of raspberries for a cheaper price and then come every second day (fresh-picked raspberries last 1-2 days). She saw his crumpled face and quickly added that she hoped he wouldn’t, because it made her day to see him waiting for the stand to open.
3. We needed honest, trust-worthy help. In the farmer’s market business, you deal with a lot of cash. At any given time, there might be $1,000 in cash sitting on the table. But that wasn’t the only way honesty showed itself. Our employees worked independently; they were on their own much of the time. They could cheat us a million different ways; by leaving early, by taking home unsold fruit, by giving away produce to friends. And honestly, we’d never know. But, by hiring people who we could trust (and firing 1 we didn’t!), we never experienced angst over our staff. If an employee came late and said her car broke down, we could take her at her word. If the till was off $70, we believed our employee had nothing to do with it — we just had a day where we lost some fruit to spoilage. It is such a relief to trust the people you work with. It makes you able to accept everything at face-value.
Pay Your People Well
If you expect to get good help, you’ve got to pay them well. When we placed an ad in the local paper for our summer staff, we said exactly what we wanted: “Wanted: Summer help to work at fresh-fruit and veggies stand. Must love people, love talking, and enjoy sitting outside in the sun. Must be great handling money. $10/hour plus weekly incentive bonuses.” For the most part, we ended up hiring high school and college students whose friends were working for $6.25 at Subway. We advertised for — and paid — a higher wage, because we planned to be picky with the hiring process. We received 80 phone calls in response to our ad, interviewed 30 on the phone, interviewed 8 in person, and hired 5. And we got what we paid for.
In addition to a decent wage, we offered $50 weekly incentive bonuses. Each bonus was tied to a specific objective for the week. The first week, our 3 stands competed for “cleanest stand”. The stands were located in the parking lots of very busy gas stations and the lot could get dirty fast. We wanted our stands to look CLEAN and inviting — and a pile of cigarette butts did not say “buy your produce here”.
Our second week, the stands competed for “best sign campaign”. The staff came up with slogans to draw in the public. They would invent them, then I would put them up along the road like Burma Shave signs. The signs were always funny and quite often drew people in who would not have otherwise stopped. Our best received campaign was one that played on the “Wisconsin Packers” versus “Minnesota Vikings” football rivalry.
First sign: Buy our Green Bay Packer sweet corn
Second sign: It’s green and gold
Third sign: And doesn’t choke mid-season
(For those of you not from Minnesota, this third sign referred to the Vikings annual mid-season implosion). We even managed to lure the father of a Vikings running back to the stand. He couldn’t decide whether to laugh or complain, but he bought $5 of corn.
The world of business is the same whether you are hawking berries or providing therapy. Get the best people — then pay them well. These were two of the most important things I learned as a strawberry farmer. In my next blog, I will discuss product, pricing and marketing as they relate to the world of aquatic therapy.
Excerpted from The Aquatic Therapist Magazine.
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