All of us
who have risen through the retail ranks have been in your position. I always say
that the assistant manager's position is by far one of the most difficult in
retail. You don't have as much say in policies as you'd like, you're expected to
maintain standards, and you have some management duties but a lot of what you do
is the same as the rest of staff. You're a tweener, stuck in no-person's land
between staff and management. You often feel underappreciated for what you do,
no matter how hard you work. I know, because I've been there.
What I've
learned through the years is that the stronger the assistant manager is, the
better the store. Here is what I've seen winning assistant managers do that
improves the overall store performance as well as prepares them to be successful
store managers.
1. The
standards of the store never change, whether the store manager is on duty or
not. When I worked for The Sharper Image the company dictated what music
could and could not play in the store. I discovered once that my assistant
manager bent that rule when she was manager on duty. While it looked like a
small thing, and the employees liked listening to their own music, the
assistant actually was losing her credibility with the staff. They learned
from her that when she was on duty, the rules didn't apply. Over a period of
time the customer feedback and mystery shops were lower when she was manager
on duty than when she wasn't. After I coached her about why it was important
for her to maintain standards to maintain her position, the store improved and
the staff had more respect for her. After the grumbling of having to go back
to the standard music, of course.
2.
Winning assistant managers never have "off the record" conversations with the
staff. As an assistant manager you represent the company in every
conversation with employees and customers alike. I'm sorry to admit that I
didn't always follow this when I was an assistant manager. Often I wanted to
show the employee how much I was "in the know" and that yes, I was a mover and
shaker. Actually I wasn't a mover and shaker, I was a gossip. Even worse, I
was a gossip in a position of power. Successful assistant managers know that
what's talked about behind closed doors, stays behind closed door and all
conversations are on the record.
3. Last
but not least, the best assistant managers know that being a leader isn't
about a title; it's about leading by example. It's about going first. It's
about having the drive and passion to be the best at engaging the customer,
the best at making sales, and the best at delighting the customer. It's about
being the best so others can learn from you, not about pride and ego. It's
about asking others to role play with you and you play the associate or rep
first and the associate plays the customer. It's about being as good as
student as you are a teacher. It's about being a winning assistant manager and
knowing your time will come.
It's not
surprising that I have found that the best store managers were terrific
assistant managers. They learned to master the "tweener" position, they learned
to lead, and most of all, they learned to learn. So let me ask, what have you
learned today, what have you taught today, and most of all, what have you done
to lead by example?
- Doug
About the author:
Doug Fleener is founder of the Dynamic Experiences Group. He is a veteran
retailer with more than 25 years of hands-on retail experience with world-class
retailers including Bose Corporation and The Sharper Image. He has also owned
and operated his own specialty stores. His new book, The Profitable Retailer:
56 surprisingly simple and effective lessons to boost your sales and profits
published by Acanthus Publishing.
Doug is now president and
managing partner of Dynamic Experiences Group LLC, a Lexington based retail
consulting firm dedicated to helping retailers create unique customer
experiences that results in higher sales and profits. Learn more at
www.dynamicexperiencesgroup.com or call Doug at 866-535-6331.
Fleener also shares his
knowledge of experience based retailing in a series of custom key notes and
workshops designed for stores, businesses, corporations, non-profits, and trade
associations of all sizes. His casual style and quick wit make him not just a
crowd pleaser but also an incredible motivator, encouraging people to take
action and deliver extraordinary experiences to customers and employees alike.
Learn more at
www.dougfleener.com.
