Masako Yano
President, please hire all three of us.
It was around the time when a major fashion store I had worked for many years announced its closure, and I was wondering where I should work next. That’s when I heard from a friend, “Saiki Umi no Ichiba〇 is short on staff.” Feeling that this might be some sort of fate, I went with my friend and two others for an interview. Bold and confident, I told the president, “Please hire all three of us.” Perhaps my strong attitude was appreciated, and I was offered the job. Time flies, and now, 12 years have passed since I started working in customer service as a sales associate.
Ending customers’ shopping experience with a smile.
In 2016, “Freshness Ichiban,” which handles fresh fish, was established right next to Saiki Umi no Ichiba〇 (hereafter referred to as Umi no Ichiba〇). At this time, I was transferred from Umi no Ichiba〇 to Freshness Ichiban. Although both stores were operated by the same Saiki Marine Products and dealt with the same seafood products, I struggled at first to grasp “what customers were looking for.” Was it because of the fresh fish as a product, or perhaps the broad range of product offerings? For a while, I continued to experiment and learn through trial and error.
I believe our role as sales associates is to “stand at the final step of the customer’s shopping experience and end it with a smile.” The way we interact with customers directly influences how they perceive Freshness Ichiban. By doing so, we can enhance the value of the fresh and delicious products that fishermen and processors have delivered to us. Everyone would rather have their purchase handled with a smile than rushed through with a stern face. Ideally, we want to naturally greet each customer with a bright smile as soon as we meet them.
Of course, it’s not just about standing there with a smile. For example, if a customer says, “This is a gift for someone special,” what should we do? I always try to respond to the best of our ability.
“If it’s a gift, let me wrap it in furoshiki (gift wrap) for you.” “If you’re taking it right away, should I put it in a paper bag?”
When a customer is clear about what they want, I respond accordingly. But even when it’s not obvious, I anticipate their needs and offer suggestions through conversation. And at the end, I thank them and see them off with a smile. If that makes the customer think, “I want to come back and buy again,” that’s the best feeling.
I often tell young staff who have just graduated from high school, “Make sure to smile.” As humans, we all make mistakes. It’s natural to feel down when a customer or supervisor gets upset with us. However, it’s important to reset and shift our mindset before facing the next customer. I believe that having this approach—being fully present and engaged with each customer—is essential.
Through relying on others and being relied upon, I gained peace of mind.
There were times when I felt it was tough. There were times when I wanted to quit. I was scolded or reprimanded by my superiors, and I found myself putting myself down. Perhaps my rationality and emotions weren’t in balance. There were times when I wished I had someone to consult with during those moments.
But now, it’s different. There are times when others rely on me, and I also rely on others. When we first opened, the cashier handled only the register, and the cook only did the cooking, with a completely divided system. But now, if the register is busy, the cook will jump in to help. Of course, we also help with cooking and preparation when we have free time. Over time, a culture of helping each other has developed among the employees, creating a more comfortable work environment.
With the mindset of “I’ll be the first to step in,” I have always tried to take action. Eventually, I gained subordinates, and they began to take over the tasks I had been doing. I’m not sure if I can say that I “raised” them, but I do know that I now have reliable people around me, and I have gained peace of mind. I now feel a great sense of satisfaction in being able to work so comfortably.
“Turning a blind eye while saying ‘Do your best, do your best.'”
The way I approach new employees is probably rooted in the same principles as how I interact with customers. I always think about what I can do and make sure to communicate anything I can. Sometimes I raise my voice intentionally to make sure it reaches their ears, take out my notebook and write things down, or serve customers in a visible spot. My focus has always been on getting them to see and notice me first.
As the next step, I try giving them more responsibility. I often find myself silently cheering them on in my mind, saying “Do your best, do your best,” while pretending not to notice. I believe that growth comes only from trying things on your own. Ultimately, it is my job and responsibility to confirm things with them, saying, “Is this okay, [name]?” Watching them go through trial and error and grow into independent workers is both reassuring and, above all, makes me happy.
I often tell my employees, “Increase the number of customers who call you by your name.” At the same time, I also encourage them to remember the faces and names of our customers. Amid the busyness of daily tasks, there is nothing more rewarding than seeing the smiles of familiar customers and watching their children grow. That, in turn, becomes a source of energy for me.
Learning new things, no matter how old you are.
When I turned 60, I decided I would learn something new and aim to earn a qualification. I had kept that thought in mind, but now I’m already 62. For example, I thought the “Totoken” (Japan Fish Certification) would be great, but unfortunately, it ended in 2021.
I am in charge of vegetable procurement at Freshness Ichiban, and I’ve realized that I want to learn more about vegetables. After researching, I found that the “Vegetable Sommelier” qualification seemed like a good fit for me. I’ve been gradually studying, making use of my free time.
Of course, it would be great if I could pass the qualification, but I think it’s also valuable to buy books and study for just 10 minutes a day, continuing the habit. I don’t think it’s about saying, “I’ve been working here for 5 years, 10 years, so I don’t need to study anymore.” I believe that learning should continue. Every day, I read the newspaper, books, and if I come across something I don’t understand, I look it up on the internet. When I learn something useful, I jot it down in my notebook. If I can use the knowledge I’ve gained to make better suggestions to customers or share helpful insights, that would make me very happy. With this mindset, I approach my work every day.