Aligning Employees with Your Store's Vision

Not only does Walmart teach the beliefs, employees actually see them in action in the stores. 'walking the talk' is essential if one is to get the employee to buy in to the vision.

One of the best ways to gain employee commitment is to give them the opportunity to help develop the vision and regularly contribute to its evolution. One technique that I've found particularly helpful is Open Space Technology (see www.retailresults.com.au for more information on Open Space). Essentially, Open Space is a large group meeting unlike any other you've ever been to because there's no agenda and everyone sits in circle. The idea is to create a level playing field and give everyone a chance to become involved in a meaningful way. For example, Open Space can be used to create a company's vision or provide a forum for employees to re-engage with a company that's gone off the rails.

Open Space creates a lot of energy and goodwill. However, processes need to be put into place to turn the energy into something more sustainable. Typically, both formal and informal teams can be formed to take the outputs from the Open Space event and create a more positive environment for people to work. Issues are often identified that mean a company's vision is out of synch with the reality in the workplace (that is inappropriate sales commission structures, poor customer service, inadequate training etc).

So to avoid employees becoming jaded:

* Be genuine.

* Get people involved.

* Treat employees with respect.

Remember, your job isn't to serve every customer but to support those who do. Only when employees feel they are genuinely part of your business will they treat it as their own and ensure your vision is the same as theirs.

* Richard Carter is an associate at RetailResults.