Retail Sales Leaders - Online is not the problem; you are!

Are We Pushing Customers Online with Outdated Attitudes?

Recently, I heard a story that left me flabbergasted. My daughter, who works as an Assistant Manager for a well-known Australian retail company that owns some of our country’s most recognisable shoe and clothing brands, shared an experience that made my lip curl.

Her Area Manager, a seasoned retail veteran with nearly 20 years of experience, mainly in the Electronics sector, had some interesting “advice.” He praised her performance, mentioning that she was fantastic at her job. But then came the kicker: she needed to be more aggressive with customers. If that wasn't eyebrow-raising enough, he said he didn’t give a flying insert expletive about what happened to the customer once they left the store.

"I don't give a flying insert expletive about the customer once they have left the store"

Really? Is This Still a Thing in 2024?

This attitude raises many questions about the state of retail leadership in Australia. Is this aggressive, short-sighted approach to sales common? Is it any wonder people are increasingly opting to shop online? And who’s really at fault here: the individual manager or a broader systemic issue within retail?

Let’s examine this and consider how sales professionals and leaders, particularly in retail, can improve.

What’s the Real Issue?

The problem here is twofold: first, there’s the outdated push for aggressive sales tactics, and second, there’s a worrying disregard for the customer experience. This transactional mentality may have worked, but today’s consumers expect more. They want to feel valued, listened to, and appreciated, not hustled into making a purchase.

This approach is not only outdated but potentially damaging to the brand. If leaders tell staff to prioritise aggression over relationship-building, the store's reputation—and future sales—will undoubtedly suffer.

Practical Advice for Sales Professionals and Leaders

So how do we fix this? Here are some practical, Aussie-centric strategies:

1. Shift from Transactional to Relational Sales
2. Prioritise the Customer Experience
3. Modernise Your Leadership Approach
4. Blend Online and In-Store Experiences
5. Accountability and Culture Shift

Who’s at Fault, and How Do We Move Forward?

It’s easy to point the finger at the Area Manager, but in reality, this reflects a larger cultural issue within retail. Leadership from the top must set the tone. If aggressive sales tactics are the norm, it’s likely a directive from higher-ups, not just one rogue manager.

However, there is hope. Retail leaders can pivot, and here’s how:

• Invest in Training and Coaching: Teach managers the importance of customer experience and how to balance sales targets with building long-term customer relationships.
• Evaluate Leadership Styles: Conduct regular reviews to ensure leaders promote a healthy, customer-focused work culture. If they don’t, it might be time for some tough conversations—or even new leadership.

Final Thoughts for the Area Manager

For Mr. No Friends, as we’ll call him, this could be a pivotal moment. With almost two decades in retail, he has the experience to be a great leader. But to get there, he’ll need to update his playbook. Modern retail requires adaptability and a customer-first mentality. If he doesn’t change, he risks becoming irrelevant—and that’s not a good look in any industry.

Retail professionals, let’s remember that our customers keep the lights on. Treat them well and respect them, and they’ll keep coming back. Ignore them or push them away, and you might find them—and your sales—disappearing online, never to return.

Please let me know what you think. Have you encountered similar experiences in retail? Drop a comment below—I’d love to hear from you.