Retail Executive

SEP-OCT 2017

Retail Executive is the trusted advisor to top retail executives from the industry’s most profitable retailers. We help retail executives succeed in their job role and grow their business via exclusive, actionable, peer-driven content.

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5 Ways To Bolster Your Team's Professional Development Motivation and inspiration are earned in drops and lost in buckets. Here are five key steps to keep your team on their toes. T A M M Y L Y N N E J O N A S Retail Executive 1. TELL STORIES OF HEROES Especially for younger team members, it is important to give them context around current financial perfor- mance. In most businesses, there are peaks and valleys from a sales perspective. In retail, there are many exam- ples where sales were tight in Q1 to Q3, but then a knock- out campaign for holiday/Q4 made the entire year's plan. Help your teams remember examples from your own company's history when you were down for the count, but still came up with the win. Even providing some storytelling about these exam- ples of when your company had some historic and he- roic efforts can help bolster morale and provide some empirical examples of how your company has handled these tough times. Going back to the tape can inspire your younger players and remind your veterans of how great it felt to be a winner. Every company has folklore they can be proud of and share. Highlight the unsung heroes who saved the day. Share their stories in the company newsletter. Create a culture that celebrates heroes, and you will create more heroes. 2. CHANGE THE GAME PLAN When sports teams struggle, the winning teams don't keep doing the same old thing. They mix up their drills, their play- book, and their coaching staff. Examine your team and iden- tify which variables can be adjusted. Your teams are watch- ing the executives; showing that you are changing how you approach business will inspire them to do the same. hat mood turns sour once the team starts losing. Teammates start to snip at each oth- er. People start to point fingers. Camaraderie among teammates turns hostile as the team starts to lose. Just like winning is a habit, so, too, is losing. Have you seen a losing team that tries so hard they actu- ally get worse? They are so worried about making more mistakes that they lose their confidence and forget the elements that made them win in the first place. The same thing happens in retail. Everyone loves to be in retail when times are good. People ask where you work, and you beam as they shower you with compli- ments about how much they love your business. We take pride in where we work, and we like to know that our customers love our brand as much as they do. How does that change when your company isn't doing well? I'm not sure that employees at Sears or The Lim- ited were beaming with pride in 2016. If our executive teams aren't holding their heads high, what does that do to our teams? "WINNING IS A HABIT. UNFORTUNATELY, SO IS LOSING." VINCE LOMBARDI For anyone who thinks that being in retail isn't about "winning," I hate to break it to you. Retail is absolutely about winning. There is a finite share of wallet, and if you aren't "winning" the customer's sale, that means some- one else is. If we want to drive our teams to greatness and build the types of teams that win in retail, we have to do a few things. T Everyone wants to win. That's what drives us to do well in the workplace or to root on our favorite sports team. We want to do our best, but we also hope that our best is better than everyone else's best. PROFESSIONAL DEVELOPMENT Operations By T. Jonas 5 WAYS TO BOLSTER YOUR TEAM'S PROFESSIONAL DEVELOPMENT RETAILEXECUTIVE.COM SEPTEMBER/OCTOBER 2017 28

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