Process (Left column)

1. HIRE
2. TRAIN
3. SET GOALS & OBJECTIVES
4. DEFINE & MEASURE METRICS & KPI’s
5. MOTIVATE
6. PERFORMANCE EVALUATION
7. REWARDS & INCENTIVES

Required Action and Skills (Right column)

1. HIRE
   • Develop a “Successful Associate” Profile
   • Interview Skills
2. TRAIN
   • Sales
   • Customer Service
   • Product/Service Knowledge
   • Process & Procedure
3. SET GOALS & OBJECTIVES
   • Sales Targets
   • Customer Service Targets
   • Other Expectations
   • Develop a Performance Culture
4. DEFINE & MEASURE METRICS & KPI’s
   • Choose appropriate metrics & KPI’s
   • Develop a scorecard for each associate
   • Develop a scorecard for the store
   • Measure and record (reporting)
5. MOTIVATE
   • Leadership Skills (Situational & Performance Leadership)
   • Eliminate Obstacles to Success
   • Hierarchy of Needs
   • Pat on the Back
6. PERFORMANCE EVALUATION
   • People Skills
   • Feedback
   • Analyze results & develop a new personal scorecard
   • Give praise or take corrective action
7. REWARDS & INCENTIVES
   • Monetary
   • Non-Monetary
   • Personal Growth
   • Professional Growth & Promotion

More Details on Each Topic:

1. HIRE

• Develop a “Successful Associate” Profile: This involves creating a detailed profile of the ideal candidate, focusing on attributes such as experience, interpersonal skills, and cultural fit within the company.
• Interview Skills: Store managers need strong interview techniques to ask the right questions and assess candidates not only for their qualifications but also their potential to thrive in the retail environment. Behavioral interviewing techniques can be especially useful.

2. TRAIN

• Sales: Training associates in basic and advanced sales techniques, including upselling, cross-selling, and understanding customer buying signals.
• Customer Service: Focuses on teaching associates how to handle customers professionally, resolve issues effectively, and create positive customer experiences.
• Product/Service Knowledge: Employees must be familiar with the products or services they’re selling. This includes understanding product features, benefits, and how they meet customer needs.
• Process & Procedure: Familiarize staff with store policies, workflows, and processes, ensuring they can perform tasks like checkout, restocking, and handling returns efficiently and according to company standards.

3. SET GOALS & OBJECTIVES

• Sales Targets: Clearly define achievable but challenging sales goals for both individual associates and the entire store.
• Customer Service Targets: Set standards for customer satisfaction scores, response times, and resolution rates. These metrics help maintain a customer-focused mindset in employees.
• Other Expectations: Includes goals like inventory management, adherence to store protocols, or maintaining visual merchandising standards.
• Develop a Performance Culture: Create an environment where performance is valued, recognized, and rewarded, encouraging continuous improvement among staff.

4. DEFINE & MEASURE METRICS & KPI’s

• Choose Appropriate Metrics & KPI’s: Identify the most relevant Key Performance Indicators (KPIs) for the store, such as sales per employee, average transaction value, or customer satisfaction scores.
• Develop a Scorecard for Each Associate: Track individual performance by creating scorecards that evaluate key metrics tailored to each role (e.g., sales, customer interactions).
• Develop a Scorecard for the Store: Monitor overall store performance with metrics that reflect the store’s financial and operational goals, including inventory turnover and shrinkage rates.
• Measure and Record (Reporting): Consistently track and report on performance to identify trends, areas for improvement, and successes.

5. MOTIVATE

• Leadership Skills (Situational & Performance Leadership): Managers must adapt their leadership style to each situation and employee, balancing task-oriented direction with supportive coaching.
• Eliminate Obstacles to Success: Identify and remove barriers that prevent employees from doing their job effectively, whether it’s outdated technology, unclear processes, or lack of resources.
• Hierarchy of Needs: Address employee needs in a hierarchical order, starting from basic needs (e.g., fair compensation) to higher-level needs like recognition and career development.
• Pat on the Back: Recognize employees’ achievements and efforts regularly to build morale and motivation. This could be verbal praise, public acknowledgment, or small rewards.

6. PERFORMANCE EVALUATION

• People Skills: Evaluation sessions should be handled with emotional intelligence, focusing on constructive feedback that helps employees grow.
• Feedback: Provide regular, actionable feedback based on the metrics and objectives previously established. This can include praise for achievements and constructive criticism where improvements are needed.
• Analyze Results & Develop a New Personal Scorecard: Use performance data to help employees set new goals, updating their personal scorecards to reflect growth and future expectations.
• Give Praise or Take Corrective Action: Positive reinforcement should be given when goals are met, but underperformance must be addressed with corrective measures like additional training or closer monitoring.

7. REWARDS & INCENTIVES

• Monetary: Financial incentives such as bonuses, commissions, or profit-sharing programs can be very effective in motivating employees.
• Non-Monetary: Recognition in the form of awards, public acknowledgment, or additional responsibilities can motivate employees who value status and peer recognition.
• Personal Growth: Opportunities for personal development, such as skill-building workshops or mentorship programs, help employees feel invested in their own growth.
• Professional Growth & Promotion: Offering a clear path for career advancement and professional development, such as promotions or leadership opportunities, can retain top talent and keep employees engaged.

By following these steps, store managers can create a highly effective and motivated team that works towards common goals, ensuring both employee satisfaction and store success.

You can get more details on this topic in Store Management Process YourTime Study Course