Retail turned me into a coach

by Cinda Baxter on March 2, 2009

in Real World

coach_whistleYesterday, I was perusing the sky-high stack of articles and web posts that have been pushed to the side of my desk the past ten days. It’s been a crazy-busy week and a half, as numerous retailer clients and I have been working through their concerns.

During one of those conversations, someone pointed out to me I’m not really a consultant. I’m a therapist-—an observation also voiced by customers during my storefront days. I took it as a complement, but it got my wheels spinning. No particular direction. Just spinning.

Then yesterday, reading through the stack of stuff, I hit a piece by a guy who refuses to use the title “consultant.” As he put it:

In my mind, the main difference between a coach and a consultant is that a consultant tells you what you need to do and walks away, leaving you to your own devices. A coach helps you figure out what needs to be done and then actively helps you do it.

Bingo.

Even though I wear it with pride, the label consultant has always felt kind of “half there.” It certainly seems to fit when I work with vendors whose needs are focused and precise. When working with storefronts, though…something is missing. The part that fits the moving target known as grass roots retail. The part that bobs and weaves with spin-on-a-dime decision making. The part erupts in joy when a daily victory is achieved.

The part that speaks to my soul.

The word “coach,” however, well, that one feels there. That one fits. So as of today, I’m expanding my official job description. As of today, I’m a consultant and coach.

The relationships I have with my clients-—mostly retailers, but a few vendors are in there too-—last beyond initial sessions, and beyond printed agendas. I don’t just sell them a service, then move on; I talk to clients each day about challenges they’re facing, questions they’re asking, and successes they’re enjoying.

We move through, move forward, and move together. If they need propping up, they have it. If they need someone to gush to, they get it. If they need a kick in the pants, well…they get that too, but with respect and a sincere understanding that there really are only 24 hours in a day.

It isn’t unheard of for me to take a client’s emergency phone call in the middle of dinner. It’s equally likely I’ll shuffle my schedule to shoehorn an established client into even the craziest of days.

And when did I develop this dedication to others?

During my fourteen years as a storefront retailer.

That’s where I learned the indescribable value of relationships. Of wanting someone else to feel good, strong, and secure in their choices. It taught me how to guide someone to better options without devaluing their first attempts. It taught me that “business” didn’t mean “bland.” And it taught me that paying it forward is really what life is about.

If you’re a storefront retailer with more than six minutes under your belt, you know exactly what I mean.

Thanks to all the customers who shaped who I am today. You’ll always be part of my DNA.

To those who continue to look to me for guidance, you’ll get that, along with understanding, forward thinking, creativity, compassion, dedication, firm noodges, high fives…

…and therapy, should you need it.

Caroline Kennedy March 2, 2009 at 10:03 am

Good post Cinda. You hit on the right title now to describe what you do. Retailers small, medium and large out there need all the help, support and education they can get, especially during these trying times. And getting it from a person who has been in the trenches of retail, understands the problems they face and will work WITH them to find a solution is so important. So many retailers feel that they are alone and don’t know where to turn when they have a business problem or need a shoulder to lean on. Keep up the good work.

Melissa Hill March 5, 2009 at 1:13 pm

To Cinda: A mighty fine coach you are!!
To the readers: I know from LOTS of personal experience!

Andrea March 6, 2009 at 11:15 pm

Hear hear (from one of her other happy team members)! Cinda, you’re the Retail Superbowl MVP in my book!

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