Retail Contrarian

An Impeccable Customer Experience

When my children were younger and were called to a meal or wanted to help in the kitchen my wife always asked them if their hands were impeccably clean.  She would explain why impeccably clean hands were needed.  She pointed out that you always want to eat with clean hands, and if you are going to be help in the kitchen you need clean hands to handle the food.

At first I wondered why she just didn't tell them to go wash their hands since she knew they hadn't, but I came to realize that she wasn't asking them to go through a motion, she was teaching them to maintain a standard.   Just as important, she wanted them to create a habit of washing their hands instead of having to be told.

Over time, the girls learned that impeccably clean meant never coming to the table or to expect to help in the kitchen without first washing their hands with soap and warm water. (Disclaimer: It doesn't always happen but for learning purpose let's pretend it does.  I digress.)

The point is that the girls learned why it's important to have clean hands and inherently understood the expected outcome.

Successful companies use this same approach to deliver a better customer experience than their competitors.   Employees who understand why an extraordinary and memorable customer experience is important to the company and their own success are more likely to deliver it than those who don't understand that concept.

Customer-centric companies also have a standard for the customer's experience.  Like my wife's expectation for children to sit down to dinner with impeccably clean hands, there is a stated desired outcome that all employees strive to deliver.  It's a key part of the company culture and is reinforced on a daily basis.

Of course everyone needs to be trained how to do their job, but when employees know the why and the expected outcome the how becomes much more important.

Take something as simple as a customer walking in the door.  Most retail employees have been taught to "greet" the customer within x amount of time but they don't understand why those first thirty to sixty seconds are so important in setting the tone of the customer's overall experience.  They also don't engage the customer in a meaningful way since they've never been taught how the customer should feel as a result of this initial engagement.  So they say things like, "How's it going?" but never stop to hear a reply because as far as they know their how is over and done.

Companies will always be more successful when the how is only taught after the why and the expected outcome.

So let me ask, metaphorically of course, does your staff have impeccably clean hands or do you have to tell them to go wash?  The difference is in the experience.

10 and 51 - The Birthday Edition

I can't believe it but my youngest daughter, Jane, turned 10 the other day. It's hard for me to believe but I no longer have a child in single digits. And then the next day I turned 51. 

Here are 51 things I've learned in my life.  Some you may have read last year, but like life this list is constantly changing and evolving.

1. It's easier to give advice than take it.  Usually the advice I give is also meant for me.

2. Focus is extremely underrated. The most successful people I know have the ability to focus and get things done.

3. Jobs, places, and things come and go.  It's the people we meet that make life special.

4. It's my actions that define who I am, not who I say I am.

5. Learning to start my day over was one of the best lessons I ever learned.

6. Humility is the greatest trait I can have as a leader, partner, husband, friend, and father.

7. Having humility is easier said than done.

8. The more I try to learn from successful people the better my chance at success.

9. The only person who can decide if I'm having a good day or bad day is me.

10. The more teachable I am the more I know.  The more I know the more I can help others.  The more I can help others the better my life, and that's why I try to remain teachable.

11. Work hard when it's time to work, but go home when you're supposed to go home.

12. When you're a manager people have to do what you want them to do.  When you're a leader people want to do what you'd like them to do.

13. Everyone makes mistakes but not everyone learns from them. The difference has a huge impact on your ability to have a happy and productive life. 

14. The only person or thing that can hold me back is me.

15. We all need mentors in life.  Do you have one?  More important, are you one?

16. Your children won't remember much of what you said while they were growing up but they'll always remember how you said it.  The same advice applies to people who work for you.

17. To be a good parent and a good manager I need to set high but appropriate expectations.  It's even more important to hold the children or the employees accountable for meeting those expectations.

18. Most people are inherently good.  I can't let the few who aren't impact how I feel and act towards the others.

19. Take care of your employees and they'll take care of the customers.  Take care of the customers and they'll take care of the business.

20. Neither your employees nor your customers will know you care unless you tell them.  Tell them.  Often.

21. I can't let the news and what happens in other people's lives affect how I feel about mine.

22.  I believe faith and spirituality is extremely personal. I'm always offended when someone tells me what or how I should believe.

23. Always do what's best for the customer  - unless you no longer want that customer.

24. The best thing I can do when I am wrong is to promptly admit it.

25. Every time I'm told by a retailer "we have no competition" I always think, "You're delusional."

26. Criticizing someone you don't know and who has no impact on your life is a total waste of energy.  Criticizing someone you know is a waste of good karma.

27. Innovation is important to most retailers' success only if it is built on the bedrock of a commitment to customers and employees.

28. I make an effort to learn something every single day.  I know that combining the experience of the past with the knowledge gained today creates success.

29. Failing is important because if I never fail I'm not trying enough new things.

30. I can't afford to have resentments. I hope those who have one with me share it instead of holding it.

31. Don't miss the moment.  As my wife says, keep your head where your feet are.

32. Be grateful. Demonstrate it with both words and actions.

33. Specialty retail is more about relationships than selling products.  I wish more retailers understood that.

34. Accept or change anything in your life that causes you problems or concerns but don't waste energy complaining about it.

35. The greatest gift you can give someone you don't know is a smile.

36. Ask for help when you need it.  Offer to help when you don't.

37 Surround yourself with positive people who love life and love you.  Don't listen to people who don't share the same values you do.

38. Never regret the past.  Use it today to create a better tomorrow.

39. Compliments are wonderful things to give and receive.  I need to remind myself to give more than I do.

40. Prioritize your day and always put the customer first.

41. Whatever your title, if you're in a leadership role you always go first.

42. Passion trumps knowledge and skill.  Never try to cover a lack of knowledge and skill with passion.

43. Never shy away from a difficult conversation with an employee, friend, or family member.  You'll both be the better for it.

44. Be happy for others.  Don't compare their lives to yours, identify with what they do or have done so you can do the same.

45. Always say, "thank you," "please," and "you're welcome."  Expect the same from your staff and your children.

46. Sometimes bad things happen.  It's one thing to be a victim; it's another to stay one.

47. No matter the cause, if I'm bent out of shape about something the problem is always within me.  If I don't believe that I'm giving others the power to control me.

48. If you don't take the time to enjoy the rewards of your hard work, why work hard?

49. I wish you could buy patience online.  Since you can't, you have to just find it within yourself.

50. Thinking about doing something is not doing something. As they say, Just Do It!

51. Love and value your friends and family. You never know when your time together will end. I miss those I've lost.

52. Always go above and beyond in everything you do, especially when it is for others.

Thank you for reading this and sharing my birthday! May every day of your life be a learning day.

The Daily Take Five Meeting

The other day a reader asked me to explain what a Take Five meeting is.  I realized that even though I always encourage people to use the Take Five, it's been too long since I've actually described what it is.

The Take Five meeting is a tool I began using in my days as a Sharper Image store manager.  Back then I called it the morning huddle.  For a while I called it the Five to Thrive meetings, but finally changed it to Take Five to align with what many of our readers are calling it.

Take Five is a DAILY meeting between the owner or manager and his/her team before the employee begins the day. It can be done as a group or one-on-one.  I recommend you do at least one one-on-one Take Five every week with each staff member.

To use the Take Five to its fullest you need to use it with every employee at every shift. Not just when the doors are opened, not just when the team is together, but every single time someone starts his/her workday.  Put the responsibility on the employee to find the manager/owner for the Take Five Meeting before they start their shift.

In your Take Five meeting you want to review all of the crucial information the team needs to have a successful day, and you want to make sure they are focused, motivated, and ready to go. The Take Five is not just for in-store use; it's also useful for internal support and field management teams.

In the store, you can use the Daily Take Five Meeting to review things like sales results, daily goals, and other key information the staff will need. That can include everything from the lunch and dinner schedule, specials, contests, and floor coverage.

It is vital that every meeting also include giving feedback, praise, and coaching. Too many meetings are just a download of information when they should be about improving everyone present.  Take the time to share some observations of what you've seen employees do well and what they can still do better.

Challenge people on what area they're going to improve in that day. I've always said if an employee can't answer what they're trying to improve in then you're not truly developing your staff. If you have the time do some quick roleplaying. Okay so it becomes a Take Ten or a Take Fifteen Meeting, but that's better than just standing around after they start their shift. It also becomes some of the most productive time in the day that pays the highest return on investment.

Always end the meeting on a positive note. I remember attending one meeting that ended on such a down note I wondered why the staff even bothered to open the door for the day.  The team needs to feel energized and ready to succeed at the end of the Take Five.

We're in the people business.  That's where our opportunities are, that where our focus needs to be, and to maximize those opportunities and that focus we need to start every day with a Take Five.

Your Customers

Some things you may or may not know about your customers:

They don't compare you to other people who sell what you do.  They compare you to every store they shop in.

They appreciate being treated like they're special, even if don't show it.

Although they might decline that drink or cookie you offer, they appreciate and remember the gesture.

They will tell other people about your store if you give them a reason.  What they tell people is up to you.

They dislike being hounded, but they also hate being ignored.  Yes, that's confusing and yes, that's why selling in retail is not easy.

Most of them worry more about overpaying than about getting the lowest price.

They respect what you know about the products you sell.  They like being respected in return.

They watch how you handle your products to see how much they’re really worth.

Even if they don't come to an event they remember that you do things for your customers.

They're happy to hear from you on a regular basis, but they don't want you trying to constantly sell them something, either.

They appreciate knowing that your store is a good place to work as well as to shop.

They like buying from local businesses, but most aren't willing to pay too much extra to do so.

Even though they appreciate your employees, they like getting that little bit of extra attention from the owner.

They appreciate being appreciated.

Most will be loyal if you'll be loyal to them. This means that sometimes you have to do what's more in the customer's best interest than yours.

You have many customers but each one is unique.  The more uniquely you treat them the more likely they are to remain your customer.

A few of them are a pain but that should never change how you think of them.  Remember, each one is unique.

They appreciate the little things you do to deliver a great experience. A lot of them remember to tell you that: some of them forget. 

So allow me to say it for all of your customers, "Thank you."