Shopping can be instructive

My teenage daughter likes to shop at TNA. I have never fully understood the attraction. The clothes are attractive, sensible, decent quality and a little overpriced for a teen. As a parent I am thankful for the first three attributes.

Yesterday I went shopping with my daughter, and now I get it. Shopping at TNA is a connected, solutions-orientated experience. The shop assistants were right there connecting with my daughter, and finding solutions that worked just for her. It makes shopping a real breeze when you have someone looking for a way to make your experience personally satisfying.

How do they do it? I think I know the answer - passion. The young women who work for TNA love the product they sell and are excited to bring it to their customers. This can't be an accident.

Our next stop was a sporting goods store. The contrast could not have been more dramatic. It was hard to get the attention of the staff; they were lackluster and not very helpful. Clearly this was no more than a job.

Retail highlights the need to engage employees and bring them along on the corporate journey. There are lessons for the rest of us whether we are manufacturing tractors of developing software. We all have customers or clients even when we work in government or not-for-profits. If the people who work for you love the service or product you offer - they will sell or support it gladly.

Can you make people love your product or service?

Yes I think you can. Here are some of the things you will need to do:

• Help your employees understand how they support the product or service you offer. Help them understand how their daily activities move the organization closer to its goals;
• Help your employees understand the broader context in which you operate; who your customers are, and the added value you offer them;
• Show them the complete selling cycle;
• Set clear expectations and relate these back to your goals and objectives;
• Provide training;
• Build a culture that celebrates the people who exhibit the behaviors you want.