Question

Name a time when you had to Deliver a critical message to your team? In retail

Answer 1

In retail, such instances are very common and it is important to share the critical message to the team.

Retail has a lot of in shop demonstrators (promoters) who assist customers in the purchases and they are responsible for closing the sales end to end. These days promoters are brand specific and hired by brands to promote their specific products.

Because of the retail width, number of promoters need to be high and there is a high manpower cost attached to it. Also the marketing team at the headquarters need to ensure that their program is running profitable, that means the promoters are able to provide good returns to the company and doesn't become a cost centre in itself.

There was a time when the profitability of the promoters decrease and the instruction was passed to cut down on number of sales personnel in the retail. Although this can be debated with the management at the headquarters, still the order has to be followed. But there was a relief at the end of message that the team is being given a finite time period under which it has to perform well and if the team performs well, the members would stay, otherwise non profitable promoters have to leave.

We had to call the team meeting of all the promoters and in such cases, the clear communication is the need of the moment. Everything needs to be communicated clearly to the team. the message that has been communicated is :

a) The team has to perform better than previous otherwise some members have to lose their jobs

b) Low performing ones should rise from wherever they are and the only way for them is up. it provided them a great motivation

c) Everyone was told their purpose of being there and what contribution they are giving to the company. When the purpose is being communicated, the team works towards a single objective.

d) Low performing team members were told that if they need any kind of support in boosting the sales, we are there for them for support like training, marketing collaterals, product placement etc.

The messaging to the team was powerful and it resulted in team being fired up and everyone gave their heart out in the subsequent month, resulting in no single firing from the team.