Retail Observer

RETAILOBSERVER.COM JULY 2016 38 U ncertainty is one of the most powerful of all human drivers. So much so that it often stops people in their tracks. It affects decision-making and impedes progress. Uncertainty leads its victims to opt for the status quo rather than for something new and different. We're in some pretty unsettling times right now and that uncertainty can affect consumer confidence, employee attitudes and the overall business climate. Weather always affects business. But it does so in fairly predic- table ways. I found that with the exception of sub-zero temperatures and mountains of snow, most folks continued to shop even when it poured buckets or when temperatures soared. Wind, however is uncertain and often keeps folks at home. Wind kicks up dust that gets into your eyes and feels like it's almost getting under your skin. Wind can bring in devastating storms or calming high pressure systems. Wind can uproot trees or freshen stale air. Wind almost always brings unpredictable change. Economic conditions are almost always uncertain. The economy is usually in a state of flux—either dramatically improving or about to tank. Flip through cable news channels and you can find pundits extolling certainty of both scenarios. Low interest rates have created a housing boom, but unexpected high prices have made housing unaffordable in some parts of the country. And there are some who say that boom is about to become a bust. And there is certainly political uncertainty right now. Congress is at a virtual standstill unable to even address the country's pressing issues much less resolve them. Both major parties are in an unprecedented upheaval and their constituents are moving to the fringes. The upcoming election may be one of the most contested and vitriolic in recent history. In order to keep your business growing, you need to get your customers past the unpredictability around them. No matter what the weather or which party wins the White House, people will still want clean laundry, healthy home-cooked meals and a good night's sleep. In the face of these uncertain times, as an owner or manager, you need to exhibit calm leadership. First, don't buy into the 24/7 news cycle. Sure, you may have doubts, but don't be the one starting to complain at the water cooler. Avoid getting into the political debate with your team members and your customers. Housing may slow down, but right now, you're in an enviable industry. Since you can't change most of the things that keep you up at night, play the hand you've been dealt. Be resolute in your decisions and the directions in which you take your business. Don't put off making improvements that you have scheduled. If you need to hire additional associates, the best, most skilled, most impressive might not be available in six months. Done right, you might be able to use the swirling events to promote your business. • "For three generations, appliance buyers in San Diego have voted Appliance City the #1 place to buy appliances in the county." • Or ,"Breaking News! Republicans, Democrats and Independents have finally broken their deadlock! All parties agree that for the best prices, selection and service their choice this election season is Dearborn Home Center." • Or, "The economic recovery is in full swing at Smiths Furniture. Buy this week and get 24 months free financing." • Or, "Last week's hail storm may have ruined your tomatoes, but new patio furniture from Furniture Land will help you enjoy the season for years to come." I'm not Pollyanna. I know the world is a scary place. But I know how resilient independent retailers are. I've seen you withstand floods, droughts, hail and wind. I've seen businesses boom after terrible disasters. You've seen both parties in the White House and the great ability of America to prosper after some pretty gloomy times in our history. Don't waste time, energy and effort on things you can't control. Put that power into the known, not the unknown. Don't get mired in "what-ifs" and lose sight of what you "can-do." I believe in the incredible power of a positive outlook. Try it and see if you don't put a bit more certainty into an unpredictable time. Elly Valas is an author, speaker and retail consultant. She can be reached at elly@ellyvalas.com or 303-316-7568. Elly Valas Retail Views RO OVERCOME UNCERTAINTY

• Cover