Applying “The Champion’s Code” to Business By Tom Van Jacobs NSGA Marketing Coordinator Ross Bernstein has interviewed hundreds of professional athletes to study what makes sports champions great and how their success relates to business. Bernstein, a Hall of Fame speaker and best-selling author, shared his stories in “The Champion’s Code: Building Relationships Through Life Lessons of Integrity and Accountability from the Sports World to the Business World,” at the 2021 NSGA Management Conference & Team Dealer Summit. Champions have a unique DNA and Bernstein challenged attendees to know their DNA. Bernstein gave 11 ideas to drive sales and generate momentum through being a champion. The first part of his program covered why it is important to win with integrity and do the little things the right way. Passion: “If you are not really, truly, authentically, passionate about what you do, then you need to think about what you do,” said Bernstein. Be passionate about what you are doing and that will flow into the rest of your staff. Generosity: People like to do business with people who are givers rather than takers. Lead by example and show you care about your customers and staff. This will trickle down the entire organization. Build trust: People follow leaders who do what they say and say what they do. It is important to create a career for your staff that will help change their lives, and this starts with trust. Building trust with your staff will motivate them to work harder for the business knowing they work with someone they can rely on. Mental toughness: Bernstein said, “If you are worried about something you can’t control, then you won’t be focusing on the things you can control.” The pandemic is something we cannot control, so it is important to focus on the things in your business you can make a difference in that day. Lead with respect: Your reputation is not what you think about you but what others think about you. If people feel you are respectful, that is what matters. People in your business will do the right things even when you are not around. Build a culture where your staff are comfortable speaking up when they see something is not right. Be humble: People do not like to work for a narcissist. Bernstein said the closing keynote speaker at the Management Conference, Super Bowl champion quarterback Joe Theismann, praised his teammates when he scored a touchdown and didn’t flaunt his ability.
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The second part of Bernstein’s program discussed how to build momentum and be the champion for your business. Philanthropy: Giving back to your community and getting involved in a charity is good business. Making the charity personal to your community will grow that relationship with your customers and their decision to do business with you. The most important aspect is to invest your time and not just your money. Take risks: It is important to take risks, especially in this climate, to succeed even if it means you might fail occasionally. There will be many opportunities that come from this pandemic and taking risks might help you reach those opportunities. Adapt and change: “How will people buy sporting goods in the next 5 to 10 years?” Look at how everything is changing and be willing to pivot during these difficult times to stay one step ahead. Incredible customer service: “People want to feel like they’re your only customer,” Bernstein said. Customer service is all about the experience. It is important to make your customers remember their experience working or shopping with you. Creating that lasting memory for your customers will build your customer loyalty. Your legacy: Bernstein described the importance of legacy through a quote from legendary 1980 US Olympic champion hockey coach Herb Brooks. “The name on the front of the jersey was always more important than the one on the back. It was always we and us, never I and me.” Being all-in on your passion and working hard will allow you to play hard later in life. Bernstein said being a champion is your choice. Every time you come to work you get to decide what your attitude will be. “Remember, individuals win games but it takes a team to win championships,” he said. NSGA NOW ®
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