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“Gentlemen, This Is a Football”
In retail, our “game season” is almost here. The rush of customers, the energy of the sales floor, and the opportunity to make a real difference—it’s all coming fast. That’s why now is the time to sharpen our focus, fine-tune our skills, and get back to the fundamentals that drive success.
Think about professional football. Every summer, the very best athletes in the world—men who have been playing the game since childhood—head to training camp. And what do they do first? They go back to the basics. Blocking. Tackling. Running plays they’ve run a thousand times before. It all starts with a simple reminder from the coach:
“Gentlemen, this is a football.”
If the best in the world never outgrow the fundamentals, why should we?
For us in retail, the reminder is just as powerful:
“Salespeople, this is a customer.”
Every shopper who walks through our doors represents opportunity. But more than that, they represent trust. They’ve chosen to spend their time with us, and it’s our job to honor that by giving them the best experience possible.
So as we gear up for the busy season, let’s ask ourselves:
- Are we greeting every customer with energy and genuine care?
- Are we asking the right questions to uncover their needs—not just what they say they want, but what they truly value?
- Are we creating connections that turn one-time shoppers into repeat and referral customers?
- Are we handling objections with confidence and respect, never pressure?
- Are we maximizing every sale by suggesting products that add real value to their lives?
- Are we working as a team—making turnovers smooth and seamless, so the customer always feels taken care of?
The truth is, success in retail isn’t about gimmicks or shortcuts. It’s about execution. It’s about doing the basics—every single time—with excellence.
I’ve heard countless salespeople say after a training session: “I need to get back to the basics.” And they’re right. Because the basics are where greatness lives. The basics are what separate a mediocre season from a championship one.
So as the season begins, let’s make a promise:
We will not lose sight of the fundamentals.
We will not take customers for granted.
We will not stop pushing ourselves to be better, sharper, stronger.
Because this is retail. This is our season. And every customer is our chance to win.
“Salespeople, this is a customer.” Let’s get back to the basics—and let’s make this our best season yet.
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Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read a fabulous article titled:
What is Your Jewelry Store Really Worth?
By Chuck Frey – President of Charles Frey & Company Inc.
Recruiting, Interviewing and Hiring Guide – Now Available
Introductory Price: Just $89.95 Instant PDF Delivery to Your Inbox! NOW ON SALE FOR 1/2 PRICE OF $45.95 – In Addition, the EMPLOYEE HANDBOOK IS NOW ON SALE FOR 1/2 PRICE AS WELL – $49.95
Tired of high turnover, poor in-store experiences, or hiring people who just “don’t fit”?
This powerful, step-by-step guide is designed specifically for retail business owners and managers who need a better system for hiring employees that actually drive sales and elevate your customer experience.
What is inside the Guide
✓ Retail Hiring Philosophy
How to build a team that reflects your brand and boosts customer loyalty.
✓ Where to Find Great Retail Recruits
Field-tested sources to find motivated, coachable team members.
✓ Retail Interview Questions That Matter
- 1st Interview: Spot potential early
- 2nd Interview: Assess attitude, trainability & culture fit
- Final Interview: Seal the deal with confidence
✓ Pre-Hire Screening Tools
- Basic Math Test (for POS accuracy)
- Reading Comprehension Test (for signage & promo understanding)
- Pre-Interview Questionnaire (to save time)
✓ Legal & Smart Hiring Essentials
- Employment Application + Waiver
- Background, Drug, and Physical Exam Consent Forms
- Questions to Avoid (stay compliant!)
- Reference Check Form & Phone Script
✓ Easy-to-Follow Hiring Checklist
To stay organized and avoid costly missteps.
PERFECT FOR:
- Jewelry Stores
- Home Goods & Furnishings Retailers
- Electronics & Appliance Retailers
- Pawnbrokers
- Apparel Stores
- Franchise & Multi-location Operators
Introductory Price: Just $89.95 Instant PDF Delivery to Your Inbox! NOW ON SALE FOR 1/2 PRICE OF $45.95 – In Addition, the EMPLOYEE HANDBOOK IS NOW ON SALE FOR 1/2 PRICE AS WELL – $49.95
👉 Order Now:
www.principlesforbusinessandlife.com/products/
Have your staff subscribe to the Munchies Newsletter and please pass this along to others within your circle of influence. https://principlesforbusinessandlife.com/contact-us/
FINAO
Brad Huisken
IAS Training
[email protected]
https://principlesforbusinessandlife.com/