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The Most Valuable Time of the Day
I have had the opportunity to visit countless retail stores over the years, and I have noticed something interesting. Every store has a few precious minutes each day that may be the most valuable time they have—the 15 to 30 minutes before the doors open.
Think about it. During those few moments, there are no customers asking questions, no phones ringing, no interruptions, and no unexpected challenges demanding your attention. It is one of the few times during the day when the entire team can focus on improving themselves and preparing for success.
Unfortunately, in many stores, this valuable time is spent discussing last weekend’s activities, upcoming plans, movies, restaurants, sports, or the latest gossip. While these conversations can help build camaraderie and strengthen relationships among team members, they rarely contribute directly to improving customer service or increasing sales.
There is certainly a place for friendly conversation. Team chemistry is important. However, there are usually plenty of opportunities throughout the day—especially during slower periods—to catch up on personal matters. The minutes before opening are simply too valuable to waste.
Imagine the results if those same 15 to 30 minutes were devoted to discussing sales techniques, customer service strategies, product knowledge, add-on opportunities, handling objections, role-playing customer interactions, or sharing recent success stories. What if every morning began with a quick review of features and benefits, questions to ask customers, or ways to create a better buying experience?
Those few minutes of preparation can have a tremendous impact on the rest of the day.
A short morning meeting keeps everyone focused on the same objectives. It reinforces skills, builds confidence, improves communication, and creates a culture of continuous learning. More importantly, it directs everyone’s attention toward the people who make the business possible—your customers.
Ask yourselves:
- How can we serve our customers better today?
- How can we create a more memorable shopping experience?
- How can we increase our closing ratio?
- What add-on opportunities should we be looking for?
- How can we strengthen relationships that lead to repeat business and referrals?
When a sales team starts the day thinking about customers, service, and success, they are far more likely to achieve all three.
The most successful retailers understand that great sales days do not happen by accident. They are the result of preparation, focus, and commitment. Those valuable minutes before opening provide an opportunity to set the tone for the entire day.
Use them wisely. The return on that investment of time may be one of the highest returns your business ever receives.
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