I started my career in retail jewelry, and let me tell you, “it was the best of times and the worst of times.” Black Friday wasn’t just a day—it marked the beginning of relentless 60- to 70-hour workweeks. As a manager, I clocked in 10- to 12-hour shifts, six or seven days a week. It was a grind that forged character and revealed just how much one could achieve under pressure. It was chaotic, exhausting, and exhilarating all at once—a microcosm of everything sales teaches us.
Today, as retailers sweat over Black Friday sales in the post-pandemic, e-commerce-driven era, I can’t help but reflect on what those intense seasons taught me. Black Friday wasn’t just about the numbers; it was about adapting, connecting with customers, and delivering under immense pressure. These lessons remain timeless in sales and entrepreneurship, even if the landscape changes.
Adapting to Change
Retailers now face new challenges—shifted consumer expectations, the rise of online shopping, and mounting competition from e-commerce giants. Yet, the core principle remains: adaptability is key. Back in the jewelry store, each Black Friday brought something new—unexpected crowds, shifting consumer demands, or unforeseen issues like technology glitches at the register. We learned to pivot, adapt, and make the most of the situation.
Entrepreneurs, like retailers, must embrace change. The secret is staying close to your customers. Ask yourself: What do they value today? What pain points can you solve? Keeping an ear to the ground lets you innovate and stay relevant.
The Power of Preparation
My old team prepared for Black Friday like it was a military operation—planning inventory, perfecting displays, and running through mock scenarios of long lines and unhappy customers. It wasn’t about luck; it was about preparation meeting opportunity.
In sales and entrepreneurship, preparation is your edge. Whether it’s understanding your target audience, mastering your pitch, or refining your processes, success favors those who do the groundwork. Take a page from the retail playbook: anticipate challenges, create systems, and be ready to execute with precision.
Customer Connection Always Wins
During those long Black Friday shifts, I realized the power of personal connection. Customers weren’t just wallets walking through the door—they were people with stories, needs, and emotions. Every sale became an opportunity to build trust and create an experience.
Today, whether you’re selling a product or pitching an idea, the human element remains critical. Authentic relationships drive loyalty. Listen more than you talk, understand the “why” behind the customer’s purchase, and focus on providing genuine value.
Lessons for a New Era
As we reflect on Black Friday’s evolution—from chaotic in-store blowouts to click-and-ship convenience—it’s clear that while tactics shift, principles endure. The grind, the preparation, the hustle—they’re still the foundation of success, whether you’re on a sales floor or closing deals online.
To all the salespeople and entrepreneurs out there braving the modern-day Black Fridays, remember: it’s not just about the volume of transactions but the quality of the relationships you build. Embrace the grind, adapt to the times, and connect authentically with your audience. That’s how you thrive—on Black Friday and beyond.
So, here’s to the hustle, the late nights, and the breakthroughs. Whether you’re behind a counter or in the boardroom, remember: every Black Friday starts with preparation but ends with people.
About Ronnell Richards
Ronnell Richards is a seasoned entrepreneur, author, and sales leader with over two decades of experience transforming how individuals and businesses approach sales. As the author of Shut the Hell Up and Sell and a LinkedIn Learning Instructor, Ronnell has made it his mission to simplify sales strategies and inspire professionals to connect authentically with their audience.
From humble beginnings in retail jewelry to building multi-million-dollar companies, Ronnell’s journey is a testament to the power of hustle, adaptability, and relationship-building. He is also the founder of Business & Bourbon, a platform where he shares hard-earned lessons to help entrepreneurs and salespeople "do better business" through wisdom, humor, and authenticity.
Recognized as a Top Sales Influencer and celebrated speaker, Ronnell is passionate about empowering others to find fulfillment and success in sales by mastering both the art and science of the craft. Whether in the boardroom or behind the mic, Ronnell’s goal remains the same: to inspire others to embrace the grind, evolve with the times, and never lose sight of the human connection at the heart of every great sale.
Connect with Ronnell on LinkedIn or explore his work at Shut the Hell Up and Sell.
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