The difference between a wildly successful holiday and a good or bad one almost always comes down to one element. I know, because I’ve both run and consulted with large retail chains and independent stores.
The difference won’t be the economy, the political landscape, what the competition does, or if you go with silver or blue bows this holiday. The difference will be you.
There are certain intangible attributes that separate a winning store from the rest over the course of the holiday season. These aren’t the things we train on, but are the result of the leader and the effect he/she has on the team.
These intangibles directly impact each customer’s experience and, ultimately, store results, in either a positive or negative way. They are the difference between a wildly successful holiday and one that’s not.
Here are some key intangibles for your consideration. I encourage you to identify one behavior or action you successfully demonstrate with your team, and one behavior or action you can also do better.
Attitude
Well-led, winning teams are excited about the upcoming holiday. They know that the next seven weeks will be very busy and at times exhausting, but they’re also eager to get started because they know how important the holidays are to a store’s long-term profitability.
In the so-so stores, the staff is dreading the holidays. They’re talking about how difficult customers are, how the store hours stink, and about everything they believe is going to be bad about the holiday.
The attitude of the leader is the attitude of the team.
With what behavior/action do you successfully demonstrate a winning attitude?
What behavior or action could you execute better to demonstrate a winning attitude?
Beliefs
Well-led, winning teams believe they control what happens this holiday. They don’t dismiss how challenging the economy is for a lot of people, but they also know they have the products and store experience that people will pay for. They’re ready!
So-so teams are already preparing to struggle. Maybe even fail. They’ve been told that customers only buy on price so they just do the best they can. Unfortunately for them, when the bar is set so low, even the best isn’t going to be good enough.
Staff beliefs come directly from the leader.
With what behavior/action do you successfully demonstrate winning beliefs?
What behavior or action could you execute better to demonstrate winning beliefs?
Energy
This may well be an outcome of attitude and beliefs, but customers can feel the energy and passion from a well-led team. Energized teams have a bounce in their step as they work the floor and enthusiastically welcome every customer into their store. The busier and crazier it gets, the more energized this winning team will be.
Not so for the so-so teams. Maybe they’ll find it when the holiday crowds hit – but if they don’t have the energy now I’m not sure they’ll get it later.
The daily energy level of the leader sets the energy level for the team.
With what behavior/action do you successfully demonstrate winning energy?
What behavior or action could you execute better to demonstrate winning energy?
Focus
Well-led, winning teams are laser-focused on their customers. Their goal is to win every customer who walks in the door, and maximize every opportunity. Everything else is secondary. They know how important it is to start the holiday strong, and they do that one customer at a time.
The so-so teams are still waiting for the holiday customers and are juggling current customers with getting everything ready for the big day. They fail to see that every day is the big day.
A team’s focus is determined by the leader’s expectations and own actions.
With what behavior/action do you successfully demonstrate a winning focus?
What behavior or action could you execute better to demonstrate a winning focus?
Being a winning leader
As a leader, all you have to do is look around to see what your attitude, beliefs, energy, and focus are. Your team is reflecting them back to you today.
So let me ask, are you leading a winning team?
