"Learn the rules like a pro, so you can break them like an artist." Pablo Picasso
Master Secret: Breaking the Rules
Strategy: Determine which rules can be broken through guile and unconventional thinking.
When you become a person who discovers your personal truth, you experience a change in thinking. Primarily, we start to shift our mindset from an "earning a living" mentality, towards an "anything's possible" frame of mind. You begin to chase down a larger vision. You start to find your centre as well as come to terms with the core message you wish to share with the world. To attain a certain level of success, breaking a few rules will be mandatory. I don't condone breaking the law by any means, but bending and breaking the rules of business and success will usually determine how far you can go. The more you understand the rules to success and business, the more you're able to see areas that can work in your favour. We are only limited by our imagination to serve. So, the more creative your thinking, the more success you'll achieve. Creativity and unconventional thinking are key.
On the journey to success, you'll face a lot of heartache, frustration and disappointment. That's the road, so don't be too disheartened. Some people won't believe in you, won't join you, and most won't share your vision or care why you're doing it. But to carry through, despite this, over a sustained period of time in the face of uncertainty, is exactly what makes successful people stand out.
Note to self: read the above paragraph every day.
One of my favourite sayings is from an old Star Trek Series, The Next Generation. Actor, Patrick Stewart (Captain Jean-luc-Picard), said: "It is possible to commit no mistakes and still lose. That is not weakness; that is life". With such a profound statement in mind, we should be somewhat comfortable, and furthermore, we should be encouraged to break the rules to attain the goal we're after. We can't break new ground if we keep walking in everyone else's footsteps. Every kind of innovation in use that exists today, from technology to new methodologies, was once a concept that broke convention. To be original and a leader in your field, you have to embrace the "Maverick" idealism.
Will failure come knocking? Yes, it will. But the great thing is, if we can apply ourselves with the right mindset, we can win.
If you feel the time is right, make a plan with all the advice, information, intuition and inspiration you can muster and look at workable scenarios. If you're prepared for set-backs you’ll be ready for them. If you experience challenges, you will learn from them. If you desire success, whether it is climbing the ladder or owning your own ladder, you must cast fear and doubt aside to reach for it. The only thing that matters is your persistence in maintaining your up-stream vision. Remember your greatness and know what makes you different. Believe in yourself entirely.
During my time in retail, I ran into an extraordinarily passionate individual. I have since dubbed him 'Red Jellybean Man'. Below is a story about my encounter with him.
Red JellyBean Man
Have you ever put your hand into a half eaten packet of Jellybeans? Chances are reds will be all but gone. Red Jellybeans are like passionate people; they’re full of zeal, easily identified, and picked out just as quickly.
From the beginning of the encounter, I was constantly amazed at the enthusiasm, dedication, passion and tactfulness of this store manager. He proceeded to tell me in my unplanned one hour visit, that he believes in going above and beyond the line of duty, including home deliveries, home pick-ups, and additional sales perks, such as free shoehorns, cloth bags and colour polishes to complement the sales for his customers who buy his shoes. He does so because, as he proceeded to tell me, he wants his customers to return and his employer to succeed.
What a mindset!
Recently, he requested a touch pad in his store to help him to identify special orders and off-site merchandise from head office. In addition, he wanted to bring an element of technology into his store with which his customers could interact. His idea was for customers to browse their website for shoes that weren't currently in store, and to add a little sophistication to the store environment. Management is reviewing his request for a touch pad and applauds him for making it. I’ve come to respect his dedication to exceptional service a great deal. Needless to say, my wardrobe is full of his brand, as I can’t resist his devotion to his customers.
He is a Red Jellybean. When these people talk, we should choose to listen.
How do we keep Red Jellybeans playing for our team? Well, there are a few things we can do aside from remuneration, but the most powerful draw-cards at our disposal are openness, gratitude and appreciation. If Red Jellybean people know they’re appreciated and heard, their loyalty is simultaneously aligned with company values. Head-hunters won't stand a chance. It would be foolish to suggest Red Jellybean people never move on. They often do, but what we’re looking for here is retention through appreciation and an understanding of their importance to the overall success of a business. Being genuinely gracious and appreciative toward passionate staff encourages a positive corporate culture as a playground for successful business operations. Customer service training also plays a large part in discovering who these service-oriented personality types are, and the types of employees who are naturally adept at adapting their sales approach according to customer personality types and sales scenarios.
To bring this all back into perspective, Red Jellybean people think outside the square. They want more and can see a great deal more through their peripheral vision. They also seek greater service results from their current circumstances.
A Story on Sales on a Footwear Floor:
"So how’s the weather outside?”, I heard the sales assistant ask. "Sunny and hot", the customer replied. While I contemplated the true originality of the assistant in asking about the weather, it dawned on me: What truly defines wonderful retail assistants and separates them from their boring clones? What makes some people such a joy to be around, while others pale into insignificance? How complicated is the dance from taking a "Just browsing, thanks" customer to a "Yes; I’ll try it on/yes I’ll take it"? How do we start refining this interaction?"
Talking about the warm weather is not the icebreaker it used to be, and honestly, we're smarter than that.
I cast my mind back now to my first casual position at a global footwear retailer some years ago. I recall the challenge I faced with particular customers. Personally, I quickly learned some customers were easily satisfied. These were the type of customers who just purchased footwear without too much involvement from a sales assistant. However, others were more challenging. I applied various techniques in an effort to get the customer to the try-on stage as quickly as possible, because I knew that once the shoe was on the foot, half of my battle was already won. Cheesecake was the unusual greeting method I used to break the ice. This worked particularly well with my more mature clientele. I mean, who would seriously take me up on a piece of cheesecake? Right?
The conversation would go along the lines of: “Hi there; have you heard of our brand before?” “No, I’m just browsing, thanks”. “That’s great; no problem. I’ll just be over here should you need me. Oh, by the way, would you like a piece of cheesecake whilst you browse?” The look I received in response to this question was often one of confusion mixed with interest and intrigue. Did he say cheesecake? This look was then often followed by a smile and a “No; thanks”. Word to the wise: Throwing curve balls like this, one must be cautious, because personality type, timing and delivery all come into play simultaneously. I wasn’t in the habit of selling cheesecake, but I needed to say something that threw the “weather" type of conversations out the window and into the sunshine, where they belonged.
To most, the concept of having a conversation about cheesecake on the retail floor is irrational. On the surface, it has no bearing on product or service. Some may argue the result of making a sale and increasing store conversion rates by offering a product of no relevance makes no sense. Yet, I’m afraid I would have to disagree emphatically with those people. It has everything to do with it. Why? Because selling is as much about product as it is about stimulating emotions. Cheesecake was my curve ball. This worked well for years until one cheeky customer accepted my offer. It was the quickest run to the pastry shop I had ever made.
Now let's put it into perspective. Every retail conversation the customer had during the course of that day mostly revolved around those riveting conversations about weather, sale, size, and colour. A conversation about cheesecake helped plant an unconventional, non-threatening seed about a topic away from the usual shop-talk, which then facilitated an easier conversation about product and branding soon after. We should learn to never lose sight of our ability to surprise the customer; they’ll often reward us for it.
Working out which rules to break, and learning how to break them like a pro, will determine how successful you are.