Key Takeaways:
• Distinguish between working “in” the business (daily tasks) and working “on” the business (proactive growth and improvement).
• Foster a culture of personal growth and development to adapt to changing customer behaviors and retail environments.
• Combat complacency by continuously seeking new knowledge to build confidence and avoid repeating the same year of experience.
• Utilize group reading and discussion as a valuable tool for collective team growth and organizational success.
It seems to me that many retail store owners, sales managers, and salespeople spend most of their time working in their business, rather than on it. What’s the difference? Working in the business means reacting to daily tasks—waiting on customers, ordering and accounting for merchandise, arranging displays, running ads, and managing promotions. It’s all about keeping the wheels turning.
On the other hand, working on the business is about growth. It’s proactive. It involves seeking out new information, reading business books and trade journals, attending educational seminars, and finding ways to improve and evolve. This mindset drives long-term success. I’ve always believed that retail organizations thrive when they foster a culture of personal growth and development. People can’t simply react to what’s happening—they need to create opportunities, not just wait for them. Too many people have been doing things the same way for years, even decades. But retail has changed. The way customers shop and make buying decisions has changed—and it will continue to change.
Every successful retail salesperson needs confidence. And confidence comes from knowledge. When you know your products and understand people, you’re more likely to close the sale. Confidence shifts your mindset from “I hope I can sell this customer” to “I will sell this customer.” That subtle shift makes a huge difference.
Think back to your first day on the sales floor. I remember mine—I was terrified. But day by day, I gained knowledge, and with it, confidence. Eventually, I became comfortable. But here’s the danger: confidence can lead to complacency. Too often, business owners, managers, and salespeople stop learning once they reach a certain level of comfort. Early in my career, a supervisor asked me a question I’ll never forget: “Do you have five years of experience—or one year of experience repeated five times?” It was a wake-up call. I realized I had stopped growing. I had fallen into a rut. That moment pushed me to recommit to learning everything I could about my business and career.
Recently, during a webinar, I suggested reading books as a group and discussing the insights together. One participant shared that her company used to do exactly that—book reviews and group reports. She said it was incredibly valuable. My question: Why did they stop? Reading as a group should be more than a one-time activity. Teams should regularly read, discuss, analyze, and apply what they learn from books. It’s one of the best ways to grow collectively.
If you’re looking for a place to start, I highly recommend these three classics:
The Effective Executive by Peter Drucker
First, Break All the Rules by Marcus Buckingham & Curt Coffman
Good to Great by Jim Collins
If you want to elevate your sales, profits, business knowledge, and overall success, create a culture of personal growth and development within your organization. Start today—with a good book.
