Coaching Retail Staff: Our Best is what we Fail at the Most


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Coaching Retail Staff: Our Best is what we Fail at the Most
Reid, Member, CEO, United Kingdom

David Beckham's approach to winning and disciplined execution is applied to performance coaching in retail stores.


I was reminded of the story of David Beckham's earliest football successes when reading our company blog. We often get asked when delivering our performance coaching programme how to ensure coaching is conducted throughout the organisation in a way we like to call 'disciplined execution'.
David Beckham is an excellent example of a person who succeeded because he was disciplined. Sure, Beckham had a natural football talent, but so do lots of young players. What singled him out and stayed with the public's perception of him throughout his career was his attitude to success.
His attitude was that to get a particular shot or skill perfect at exactly the moment you need it to be perfect (like against Greece in the 2001 World Cup qualifier), you need to have the discipline to perfect it.
It reminded me of how very successful people don't turn away from failure but embrace it as a necessary part of being the best at something.

Lessons retail people can learn from Beckham:
For retail people who need to sell the right product at the right time in the right way there’s a lot to learn from the disciplined execution of David Beckham.
You see, Beckham chose to master the free-kick after achieving all he could with the basic skill of keep-me-ups. Only then did he move forwards.
In performance coaching our retail clients, who are endlessly striving for increased sales and profitability, always move forwards when they find a system that delivers performance.
Performance coaching show people how to be the best at something. Once you give your people formal coaching, disciplined execution in sales and conversion, Average Transaction Value, Items Per Sale and Sales per Hour becomes the natural result.
Beckham’s 2001 World Cup goal turned out to be his first real moment of fame. He seemed to miraculously bend the ball around four players to land it in the top left corner of the goal. A move that led to the phrase, to 'bend it like Beckham'.
If customers have used online browsing to decide what to buy, then what are they doing in your physical store? This is the moment on the customer journey when your staff have to be the best.
Performance coaching sales staff to use zero pressure selling, selling from the top-down, link selling, selling good, better, best and other techniques to score the sale will improve numbers. At the same time, performance coaching gives staff lots of room to practise, self-score, and examine their own ability to 'bend it'.
Beckham has shown us the more you practise something, the better you will get at it and the same is true for your staff and your store sales.

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