Here are the roles and responsibilities of an area manager:
☛ Manage daily operations of branch office to meet business goals.
☛ Supervise and guide a team of professionals to maximize revenue.
☛ Develop safe and positive work environment for staffs.
☛ Ensure customer satisfaction by delivering timely and quality services.
☛ Develop strong working relationship with potential clients for new business opportunities within the assigned area.
☛ Analyze capital budget and expenses to find opportunities for cost-effectiveness and profitability.
☛ Develop business plans for optimal use of resources and time.
☛ Assist in interviewing, recruiting, and training staffs.
☛ Develop marketing plans to achieve sales target and increase brand visibility within the assigned area.
☛ Perform market research to study consumer behavior, latest trends and competitor activity.
☛ Organize regular meetings with management to discuss about business updates, issues and opportunities.
☛ Train staffs on daily responsibilities, brand promotion and customer service activities.
☛ Evaluate employee performance and develop individual development plans.
☛ Evaluate existing business procedures and recommend improvements.
☛ Address customer issues and queries in accurate and timely manner.
Here are some skills needed to be an area manager:
☛ Great communication skills
☛ Financial acumen
☛ Customer service expertise
☛ Ability to motivate and develop branch managers
☛ Coaching and mentoring expertise
☛ Adopting a flexible approach
Your area managers need to lead from the front, promoting a positive culture where everybody supports and learns from each other, generating success and great results. They will need great self awareness and personal resilience - as at times it can be lonely and difficult out there.
Branch managers should be allowed to get on with the job, so empower them and give them some flexibility in how they achieve their objectives. Improve your systems and cut out unnecessary admin to free up their time. Let them use their initiative to adapt to local conditions.
Coaching and mentoring will play an important part in their role when providing support and development to each individual branch manager. They to walk the talk and demonstrate what good look like. Whilst many area managers are trained in coaching, they might not yet be experts and will themselves need regular practice, to fine-tune their skills.
Naturally, a successful area depends on high performing branches. It is clear that an Individual branch not hitting target can drag down the overall performance of the area. So, your area managers will need the training and, of course, the will to enter into frank and open conversations with any under-performing branch managers.
In retail, area mangers must have customer service excellence embedded in their DNA. Your managers must have a good grasp of the brand values and be meticulous in how they demonstrate them.
It goes without saying that your area managers need to hit budget. They are responsible for their revenues and costs and will be judged primarily on whether they achieve their targets. They need to be clear on how their annual budget is made up and how this translates into the monthly plan for each individual branch and in some cases, the individuals within these branches.
Your retail area managers need to be great communicators and be able to adapt their approach and communication style for different audiences.
An area manager's duties will include:
☛ Setting sales targets.
☛ Maximizing sales and profitability.
☛ Providing your team with a stimulating and supportive environment.
☛ Maintaining and increasing standards of customer service.
☛ Driving team performance.
☛ Controlling the training and development of your staff.