Team planning and engagement are key to Black Friday success, points out expert

Black Friday, considered one of the most intense and competitive periods of retail, projects positive results for this year. According to a survey by Dito CRM in partnership with Opinion Box, 61% of consumers intend to take advantage of promotions, while 83% claim to seek offers throughout the month and only 10% concentrate their purchases on the official day of the event. Amid so much competition, the preparation of the teams becomes a decisive factor to ensure good results. For Surama Jurdi, CEO and founder of the event Surama Jurdi Academy, Global business education ecosystem, success begins long before promotions go live.“Planning, clear communication and collective enthusiasm are essential pillars for high-performance” campaigns, he says.

The mentor recommends starting the mobilization of the team about 30 days before the event, in a warm-up and engagement phase.“It is time to create expectation, arouse curiosity and launch internal teasers.Say, for example, that this will be the most aggressive Black Friday in history, but without revealing details. This motivates and creates a sense of belonging”.

Two weeks before the date, intensive training begins, focusing on product, service and goals. According to Surama it is essential that employees understand the customer journey, the differentials of the campaign and the role of each sales channel. “The team needs to understand that the focus goes beyond price and volume: it is to maintain excellence in service and know what will be measured, so that everyone feels motivated and recognized”, he reinforces.

Among the recommended strategies, the expert highlights the actions aimed at the most loyal customers. This is the ideal time for sales teams to draw up lists of consumers considered VIPs, who already have a history of relationship with the brand. The idea is to develop a personalized communication and promote an early Black, opening the cart exclusively to them, who can check the offers and products firsthand. In addition to providing a differentiated experience, it creates a genuine feeling of exclusivity. “VIP customers value this type of initiative because they realize that they are really special, this personalized attention generates enchantment and the bond of loyalty”, says the expert.

During Black Friday, the role of the leader is decisive to maintain the pace and motivation of the team. “It must be together, adjusting strategies, motivating, listening and directing. This is an operation that requires real-time monitoring, in direct partnership with marketing, thus ensuring that online and offline actions are aligned and performing together. It is important to listen to the team, understand what can be adjusted and value collective work. The leader who transmits energy and empathy commands a more engaged and happy team and, consequently, who sells more”, concludes.

The expert points out that post-Black Friday also deserves attention, after the intensity of sales, the energy of the team tends to fall and it is at this time that the leadership acts to keep the pace.“You need to take advantage of the new customers won and launch actions that bring them back. The ideal is not to stop, follow with weekly campaigns until Christmas, with events, launches and experiences that maintain team engagement and sales flow”, advises.

For the expert, Black Friday goes far beyond promotional strategies.“It is a test of preparation, leadership and organizational culture.When the team is motivated and aligned with the purpose of the company, the result is inevitable: more performance, more sales and an unforgettable experience for the customer”, he concludes.