During this past Christmas, I concluded it’s time that I become an online shopper. It’s not because I like shopping online better.

Actually, I don’t really enjoy it; I much prefer the brick-and-mortar shopping experience, interacting with knowledgeable salespeople and physically engaging with the products. But, online shopping is fast becoming my preference because the experience that I favour is increasingly hard to find. Frankly, in-store shopping is now abhorrent.

Let me give an example. In the build up to Christmas, I went to a well-established global jewellery store to get a gift for my wife and eldest daughter. As soon as I spoke the words, “I’d like to get the infinity earrings in rose gold,” the salesman grabbed an iPad and began typing away, without a word.

I couldn’t believe he wasn’t talking to me, taking me to the earrings, engaging with me. It was as if I had disappeared.

As he tapped away at the screen, I leant in and asked, “What are you doing?” He responded, “We don’t have them here but can order them from…”.

As soon as he said the word “order” something occurred to me: I could do that myself. And so it was, I left the store empty-handed.

I was shocked. The salesman wasn’t there to sell, he was just an order-taker, and not a very good one. At least at McDonalds, they suggestively sell as they take my order.

Where are the basics of retail? Engaging the customer, putting a product in their hands, tempting them to buy? I would’ve never guessed that a salesperson would pull out an iPad as a default approach.

They don’t even do that at Apple. The way I saw it, the store’s attempt to be cool, millennial-friendly and digital, made the shopping experience cold and distant.

It reminded me of something from my youth. As a young basketball player, I wanted to do all of the fancy moves — crowd pleasing shots, creative passes and dribbling exhibitions — but, the message from my dad and coaches was to master the basics in order to win.

Decades later, I’m inclined to agree. In fact, as life has taught me, their wisdom applies to the boardroom, shop floor and point-of-sale just as much as it does to the basketball court.

In contrast to the lack of basics I experienced in my jewellery shopping experience in Dubai, I’ve been floored by the basics demonstrated at Gucci on Fifth Avenue in New York. I don’t even live in New York, yet the salesman has gotten to know my name, taste and can remember which shoes I own — even the ones I didn’t buy from him. After a couple of visits, his mastery of the basics wowed me and created a pleasant memory.

It’s the demonstration of the basics that define and divide these two experiences. And that is what will separate you from everyone else.

Your mastery of the basics makes all the difference. Of course, experts in any field can do some incredible things that beginners cannot. However, the real difference between a pro and a novice is simply that the former is much better and more effective at the basic tasks that are fundamental to their work, whether it’s sell, create, serve, manage or even lead.

The answer to achieving greatness isn’t in finding The Answer. Rather, you must practice the basics and do them over and over again until they are mastered. As Bruce Lee once said, “I fear not the man who has practised ten thousand kicks once, I fear the man who has practised one kick ten thousand times.” He feared the one who mastered the basics.

If you’re searching for a quick win, realise that the quickest lies in mastering the basics. While others are getting fancy, strengthening the basics is the quickest path to success. Heed my dad’s advice and master the basics to win.

The writer is a CEO coach and author of “Leadership Dubai Style”. Contact him at tsw@tommyweir.com