Be the best store manager

Chapter 3 The Store Manager's Role Cognition and Core Competence (1)
Role positioning
In the 20s, Jack?Trout and Ai?Reese published an article in "Advertising Age" magazine, and put forward the epoch-making new concept of positioning (Positioning), which can be said to be an ideological revolution in the marketing industry.At the same time, as Don Valentine, vice president of Southwest Airlines, said: "The first piece of marketing mentality is to read through books like "Positioning". Its core seems simple, but it is full of power and has already been used in It has been widely used in various fields.”

This theory also applies to personal positioning, and a fulfilling life is inseparable from basic role positioning.Only by clarifying your own position can you enjoy real success and lasting happiness.Without proper positioning, there is no truly remarkable life.

I have asked many store managers this question in the past: "What is your role?"

Most people think that a store is like a home, and the store manager is the head of the home.Parents have to worry about all the problems of the home - personnel, goods, sanitation, display... all aspects must be taken care of, and any detail that is not considered may have a negative impact on work.

Others think that the store manager is like a good director.The storefront is a stage for performances, the hardware facilities in the store are the scenery and props, and the changing goods in the store throughout the year constitute the material of the story.The store manager should organize these materials into attractive stories and tell them to every customer who patronizes.Whether the story is told well or not, and whether the customers like to listen to it or not, all depend on the store manager's organization, planning, arrangement and drive.

Indeed, the job of a store manager is similar to that of a conductor of a symphony orchestra.The conductor of the symphony orchestra must guide each part correctly according to the music score, and at the same time coordinate all the voices to play a symphony.The store manager must correctly direct the various departments, and he must guide his subordinates while seeking their ability to perform. This can be said to be similar to the conductor of a symphony orchestra.The store manager is the most important soul in the store. He can drive the team, endow the store with vitality, and shape the store's characteristics with team spirit.

avatar of the company

In addition to the identity of the store manager of the self-operated store, in the process of cooperating with the head office, his other identity is the agent of the head office, a pioneer who is sent to the market to charge.Therefore, he must cooperate with the company and shoulder the responsibility of conquering the market, not just a self-operated businessman or a store manager.

customer advocate

The store manager is the bridge between the brand and customers.As a store manager, you must pass on the company's culture and activities to the shop assistants in the first time, so that the shop assistants can let customers know in time.At the same time, the store manager should feed back the customer's needs and responses to the headquarters as quickly as possible. The store manager is the spokesperson of the customer. Only when this information channel is kept unobstructed can the company better serve customers and satisfy customers.

staff guide

The store manager is a manager, the person who leads the employees to get things done.If the store manager wants the staff to do their jobs well, he must first teach them how to work. In addition, he must train the staff on brand culture, workflow, rules and regulations, and product knowledge.The store manager is the guide of the staff in the store, and his ideas influence the behavior of the staff.

A friend who owns a pedicure shop invited me to his shop, and he complained to me that he didn't know why the business was not good.When I walked into the store, I found that the decoration of the store was top-notch, the masseurs were all certified by Chinese medicine, and even the drinks provided to customers were changed from ordinary tea to red ginseng water.The price is set at about 168 yuan per person. Although it is much more expensive than the 30 yuan per person in other similar stores, the business should be guaranteed in terms of the consumption level in this city.Looking at the empty room and the few customers, the boss complained and scolded: "I think my shop is expensive. I don't have money to wash my feet. I can wash my feet when I go home." At this time, a customer came into the store to inquire. It's a bit expensive, and I was a little hesitant. I was about to go out, but before I walked out of the store, I heard two security guards in the store muttering: "Really, what's the point of washing your feet if you don't have money, you can wash your feet when you go home."

As a store manager, your words and deeds (value judgments, ways of thinking, and behaviors) will become the object of imitation for the store staff, just like what we often see: Dad is teaching his son, and the son is lying on his lap , crying wow.I saw my father waving his hands angrily and yelling: "I told you to beat someone, will you beat me next time? I told you to beat someone..." At this time, you will smile knowingly, it turns out that the son beat someone from his father learned there.

Therefore, from the moment you become the store manager, you are no longer an ordinary employee, but the head of the store you are in charge of.As far as the enterprise is concerned, the store manager is the embodiment of the public relations between the enterprise, customers and relevant social departments; as far as the employees are concerned, the store manager is the direct superior of the store staff, the soul of the store, and the guide of the store employees; , the store manager is the first person responsible for handling emergencies, the first object of customer complaints about the clerk, and the spokesperson of the customer.

Therefore, when the store manager ignores the importance of himself and cannot recognize his own role, he will naturally take the overall image of the store lightly. Words, will become the source of harm to the enterprise as a whole, so do not be careless.

Store manager's core competencies

As the head of a store, "store manager" is not just a title, but contains the sacred mission of promoting the development of the enterprise. This requires accurate positioning of oneself, and at the same time possesses the core competencies that should be possessed by the best store manager.

During the training process, I found that many store managers started from the front line, and were promoted to store managers because of their excellent sales performance and good sales skills.This change is not just a change of position, but an all-round change, so it is necessary to correctly understand the inherent differences between the two in order to better complete the role change.

The success of Wal-Mart, the world's largest retail empire, can largely be attributed to the success of the company's founder, Sam Walton.Sam Walton started his business in the small town of Bentonville in 1945. After decades of unremitting struggle, he finally established his own business kingdom.Sam Walton was once named the richest person in the United States by Forbes magazine, and was awarded the "Presidential Medal of Freedom" by President Bush in 1991 because of his outstanding entrepreneurial spirit, which is the highest honor for American citizens.

In the early days of its business, Wal-Mart faced powerful retail giants such as Sears and Kmart. It was because of Sam Walton's courage and strategy that Wal-Mart finally defeated these strong players.It can be said that it is precisely because of such a soul figure as Sam Walton that Wal-Mart can achieve today's results, and Sam Walton has therefore become a model of a successful store manager.

Management ability
The store manager must have the corresponding management ability in order to be able to take on the responsibility of managing the daily operation of the store and unite all store employees to complete the various economic indicators issued by the headquarters.

Usually, the matters managed by the store manager are very cumbersome, but most of the content is repetitive routine affairs, accounting for about 70% to 80% of the total workload, and only 20% to 30% are non-routine affairs. It is up to the store manager to judge and deal with it at his own discretion.As a store manager, as long as you grasp the key points of each operation link in the store, you can basically guarantee the normal operation of the store.The focus of store manager management is nothing more than people, money, goods and the information needed by modern commercial enterprises. He must effectively use and manage the people, money, goods and information resources of the store, do a good job in daily sales services, and maximize the use of Satisfied customers, and finally achieve the planned sales plan and profit target.

leadership
The leadership ability of the store manager is the core of a store.The level of the store manager's leadership will affect the mood and work attitude of the store staff, thus affecting the results of the work.

Now, employees working in the store have a great change in their concept of work.According to relevant surveys, it can be concluded that in each survey, the number of people who answered "the meaning of life lies in work" is gradually decreasing, while the number of people who answer "besides work, the meaning of life lies in family and hobbies" is increasing .Regardless of age group, the number of people who feel that "the meaning of life lies in work" is decreasing, while the number of people who feel that "the meaning of life lies in work" is increasing.

The people working in the store include full-time employees, part-time workers and other people. The store manager must organize the above-mentioned different people and make good use of their specialties.The store manager should not be centered on himself, but should explain the company's policy and the store's business policy and goals to the store staff. make them understand.In addition, the store manager should teach them the meaning of the existence of the store and the meaning of business activities, and at the same time encourage them to work together in all activities in the store.All in all, the store manager is to push the clerk to work automatically.

executive ability
As an executor, the store manager is at a connecting level. His execution ability is not only reflected in the accurate and rapid execution of orders from superiors, but also reflected in the timely grasp of market opportunities, because the market is changing rapidly. Managers often can only grasp business decisions from the general direction, while specific business strategies and policies need to be grasped by the store manager himself.Therefore, the store manager should take the initiative to discover various problems in store operation in daily management, and look for various business opportunities hidden in the market, and then quickly take countermeasures.

Learning ability
As a store manager, regardless of the number of employees in the store or the size of the store, it is essential to have advanced management knowledge.

(End of this chapter)