The Retailer Winter edition_2020

workforce

Leading from the front or leading from behind? NEWS FROM THE bRC When a customer visits a branch of a multi-national chain they’ll have a pretty good idea what to expect. But despite the same branding, the same in-store layout, the same uniforms and the same product choices, it is possible to have two completely opposing experiences. What’s the difference? How the retail leader leads the environment. To explain the point further let me tell you a story. A few years ago, I visited New York City, and like millions of other tourists I took the elevator up to the 102nd floor of the Empire State Building. When the doors opened, I was ‘greeted’ by three members of staff who looked bored and totally disengaged. Their arms were folded and despite the incredible views they looked as though they wanted to be anywhere else. For me this was a once in a lifetime event, but my experience was influenced by how I was greeted upon exiting the lift. Later in the trip I visited the Rockefeller Centre and made the journey up to the observation deck. As the doors opened, I was once again greeted by members of staff, but my experience couldn’t have been more different. The team of greeters were smiling, talkative and high fiving guests. The energy was so positive and the experience was fantastic. In both scenarios the jobs were essentially the same, to greet visitors as they exited the elevator. However, it was clear that at the Rockefeller Centre the team were inspired, they were motivated, and they were empowered to do their job extremely well. The difference? How the leader created the environment for their team. At OSS Foundation I will be running coaching workshops to help delegates understand how they unlock the best version of themselves. By being their best-selves they are able to create the best environment for the team. A good question to ask yourself as retailers - is the environment a product of you or are you a product of the environment? To answer that every leader must decide whether they are leading from the front or whether they are leading from behind. Leading from the front Leading from the front simply means leading by example and asking the team to follow. It is the notion of showing your team what can be done and setting the tone of the workplace by your actions. This is quite a traditional method of leading, however the notion of ‘command and control’ doesn’t have the impact it once used to.

Leading from behind The modern workforce looks for purpose and meaning in what they do. They are empowered by ownership and responsibility within their role. When a leader leads from behind the team are elevated to the front. Leading from behind relies on an understanding that the importance of a colleague is not just based on their salary or position. It is the impact that they can have on the customer. In the earlier example to me (the customer) the most important people who had the greatest impact on my experience were the greeters. To me, the young, low-paid staff had the greatest power to impact my visit to these iconic places. A leader who leads from behind would empower these greeters to create their own environment. To take ownership of their role and the space within which they work. In order to achieve this the leader should invest time in getting to know the team on both an individual and collective level. Being present, known as a listener and getting involved only when required will help you understand what the team are good at and where they want to grow. This will help you tailor the roles to fit their skills and help them to develop wherever possible. Nelson Mandela famously said: “It is better to lead from behind and to put others in front, especially when you celebrate victory when nice things occur. You take the front line when there is danger. Then people will appreciate your leadership.” Nick Booth is founder of SEVENTHWAVE®, a consultancy which coaches and supports newly appointed leaders through the transition from individual talent to becoming an effective and engaged leaders. Nick leads a series of interactive coaching workshops at OSS Foundation. He will explain to delegates how great retail leaders understand when and how to take a coaching approach with individuals and the team. They will then practice the key techniques to develop a coaching style they can then use to engage and develop their team. For more information about OSS Foundation please visit ossretail.co.uk/foundation or to find out how the programme can support your Graduate Managers in Retail Operations & Head Office Functions, Department Managers please contact Terry Lees on terry.lees@brc.org.uk How can we unlock the best version of you, unlock the potential of individuals.

14 | winter 2020 | the retailer