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This podcast is for convenience store sales associates looking to promote to assistant managers as well as for new assistant managers. This can be a tough role when you just get thrown into position. I will prepare you to survive in this role.
Speaking with Impact: Presentation Skills for Store Leaders
Welcome back, convenience store Assistant Managers! Mike Hernandez here. Today, we're talking about something that might make some of you nervous just hearing about it – public speaking and presentation skills. Now, before you think, "I don't give speeches in my store," let me share a story that changed how I view speaking skills in our industry.
Last summer, assistant manager Mike from Store 237 faced a nightmare scenario. A power outage hit during peak hours, with fifty customers in the store, refrigeration units going down, and a team that was starting to panic. Instead of letting chaos take over, Mike gathered everyone's attention and delivered a clear, confident announcement:
"Ladies and gentlemen, we're experiencing a temporary power outage. Our backup generators are keeping essential services running. If you're ready to check out, please come to registers 1 and 2, where we can still process cash transactions. If you need to complete your shopping, our team members have flashlights and can assist you. Your safety is our priority, and we appreciate your patience."
The result? No panic, no angry customers, and a situation that could have been a disaster turned into a showcase of professional management. That's the power of good communication skills.
Think about it – every day in your store, you're actually giving multiple presentations. You're:
• Leading team meetings at shift change
• Training new employees
• Making store announcements
• Handling customer complaints in front of an audience
• Presenting ideas to corporate visitors
• Explaining policies to staff and customers
Each of these moments is a mini-presentation, and how you handle them can either make your job easier or create more problems to solve.
I know what many of you are thinking. Maybe you get nervous speaking to groups, maybe English isn't your first language, or maybe you've had bad experiences with public speaking in the past. That's exactly why we're dedicating the next 30 minutes to practical speaking techniques that work in real-world situations.
We'll cover:
• How to run team meetings that actually get results
• Ways to make announcements that people listen to and understand
• Techniques for presenting to corporate that get your ideas noticed
• Methods for handling difficult situations with confidence
Remember, strong speaking skills aren't just about sounding good – they're about getting things done efficiently, building trust with your team, and handling challenges professionally. By the end of this episode, you'll have practical tools you can use in your very next shift.
So grab your notebook because we're about to transform one of the most valuable skills in store management.
Part 1: Daily Communication Scenarios
Let's dive into where the rubber meets the road – your daily communication scenarios. These are the speaking situations you face every shift, and doing them well can make the difference between a smooth operation and constant chaos.
First, let's talk team meetings. I learned this the hard way – I used to run these like a marathon, trying to cover everything at once. Then, a mentor taught me the "3-10-3" method:
• 3 minutes for quick wins and recognition
• 10 minutes for critical information
• 3 minutes for questions
Here's what it sounds like in practice: "Great job on yesterday's inventory count, team. We were 99% accurate, which is our best this month. Now, let's focus on today's priorities. We have a new product launch in the beverage section and a corporate inspection at 2 PM, and we're short-staffed between 4 and 6. Sarah, you'll lead the beverage reset. Carlos, you're the point person for the inspection..."
Notice how specific that was? No vague instructions like "keep the store clean." Instead, clear tasks with assigned responsibility.
For delivering shift instructions, use the "What-Why-How" format:
• WHAT needs to be done
• WHY it's important
• HOW to do it effectively
Instead of saying, "Stock the cooler," try: "We need to fully stock the beverage cooler before the afternoon rush. Our sales data shows we sell 40% of our cold drinks between 3 and 5 PM. Start with energy drinks and sodas on the front faces, using the planogram I've posted by the stockroom door."
Now, let's tackle something that often trips up even experienced managers – presenting new policies. Use the "Past-Present-Future" method:
• What wasn't working before
• What's changing now
• How it will improve things
For example: "Our current refund process takes about 10 minutes per customer. Starting tomorrow, we're implementing a new digital refund form. This will cut processing time to 3 minutes and reduce errors by 70%."
Let's shift to customer communication. Making store announcements requires what I call the "Three C's":
• Clear: Simple language
• Concise: Key information only
• Calm: Steady, confident tone
Here's a weak announcement: "Uh, customers, we're going to be closing soon, so please try to finish up shopping."
Here's a strong one: "Good evening, valued customers. The store will be closing in 15 minutes. Please bring your final selections to our registers, where our team is ready to serve you. Thank you for shopping with us."
When handling public complaints, remember HEARD: H—Hear them out completely. E—Echo their concern. A—Apologize appropriately. R—Resolve or refer. D—Document.
Let me demonstrate. Instead of getting defensive when a customer complains about a price discrepancy in front of others, try: "I understand you found a different price on the shelf. I apologize for this confusion. Let me check this personally right now. Would you mind showing me where you found the item?"
This approach shows other customers you take concerns seriously while maintaining professionalism.
For de-escalation, use the "Lower and Slower" technique:
• Lower your voice volume
• Slow your speech rate
• Keep your tone steady
• Use calming phrases
Part 2: Formal Presentation Skills
Now, let's level up your presentation game for those moments when you need to be more formal—whether it's a corporate visit, a vendor meeting, or a training session. Don't worry—I'm going to share some insider techniques that even nervous speakers can master.
Let's start with preparation – because great presentations are built before you ever open your mouth. I use what I call the "STORE" method for organizing any presentation: S - Situation - What's happening now? T - Task - What needs to be done? O – Opportunity - What could improve? R - Resources - What do we need? E - Expected Results - What's the payoff?
Let me show you how this works. Instead of rambling about needing a new coffee station, you'd structure it like this: "Our current coffee station serves 200 customers daily but lines back up during rush hours. By adding a second station, we could serve 40% more customers. The equipment costs $2,000, but projected revenue increase is $1,000 weekly."
For creating clear talking points, use the "Rule of Three":
• Three main points maximum
• Three supporting facts per point
• Three minutes per major point
Now, about using data effectively—numbers can either make eyes glaze over or make your case compelling. Here's the trick: the "Compare and Care" method. Instead of, "Our shrinkage is 2.3%," Try, "We're losing $230 daily to shrinkage—that's like giving away 115 energy drinks every day."
For practice strategies that actually work:
1. Record yourself on your phone
2. Practice in front of the store mirror before opening
3. Do a dry run with one trusted team member
Here's what to listen for when you play back that recording:
• Filler words - um, uh, like
• Pace - aim for conversation speed
• Clarity of key points
Now, let's talk about delivery – because even great content needs strong presentation. For voice projection, I teach what I call the "News Anchor Technique":
• Speak from your diaphragm, not your throat
• End your sentences strongly
• Slightly slower than normal conversation
• Pause for emphasis after key points
Try this right now: Put your hand on your stomach and say, "Welcome to our store." Feel that? Your stomach should move, not just your throat.
Remember "ARMS" for body language: A - Aligned posture - straight but not stiff. R - Relaxed shoulders. M - Meaningful gestures. S - Stable stance.
Here's a common mistake: Don't grip the counter or cross your arms. Keep your gestures open and controlled.
For eye contact, use the "Triangle Technique":
• Look at different people for 2-3 seconds each
• Move in a triangle pattern around the room
• Include everyone in your eye contact zone
Now, about that nervous energy – it's not your enemy. Try this "Channel and Choose" method:
• Channel nervous energy into enthusiasm
• Choose to focus on your message, not your nerves
• Use controlled movement to release tension
• Take three deep breaths before starting
Part 3: Special Situations
Now, let's tackle those high-stakes situations that can make or break your career – corporate presentations and crisis communication. These are the moments when your communication skills really need to shine.
Let's start with corporate presentations. Here's something I learned the hard way: upper management thinks in numbers, trends, and R. O. I. I call it the "CEO Mindset Method":
Use the "Past-Present-Future Framework" for performance reviews: "Our customer satisfaction scores were 82% last quarter. We've implemented three changes:
• New staff training program
• Updated store layout
• Enhanced product mix Current scores are at 91%, and we project reaching 95% by next quarter."
For store improvement proposals, follow the "IMPACT" structure: I - Issue clearly stated. M - Metrics showing the problem. P - Proposed solution. A - Action steps required. C - Cost breakdown. T - Timeline for implementation.
Here's how this sounds: "Our current register layout causes 3-minute delays during rush hour, costing us approximately 200 customers weekly. By adding a third P. O. S. system at $3,000, we can serve 40% more customers during peak times. ROI analysis shows we'll recover costs in 2.5 months."
For budget requests, remember the "Three R's":
• Revenue impact
• Risk mitigation
• Resource optimization
Now, let's shift to something equally crucial – crisis communication.
For emergency announcements, use the "CLEAR" method: C - Calm, controlled voice. L - Location-specific instructions. E - Exit information if needed. A - Action steps required. R - Reassurance and updates.
Instead of: "Everyone needs to leave now!"
Say: "May I have your attention? We need to evacuate the building calmly. Please proceed to the nearest exit, marked by red signs. Our staff will guide you. Please leave all purchases behind."
For media interactions, adhere to your company policy. Most organizations have a contact who handles media interactions. Do NOT deviate from the policy. A simple "I'll have to direct you to contact our corporate office."
For community relations during a crisis:
• Establish a single point of contact
• Prepare written statements
• Use consistent messaging
• Show community concern
• Focus on solutions
Managing sensitive information requires the "SAFE" approach: S - Secure the facts. A - Assess who needs to know. F - Filter appropriately. E - Engage stakeholders properly.
Conclusion
We've covered a lot of ground today to develop your speaking and presentation skills. Remember – every word you speak as a manager either builds or diminishes your leadership presence. Let's make sure you're set up for success.
The techniques we've discussed aren't just about sounding good – they're about getting things done efficiently, building team confidence, and handling challenging situations professionally. Whether you're running a team meeting or handling a store crisis, clear communication is your most powerful tool.
Here are your three action items for this week, and I want you to commit to implementing these in the next seven days:
First, create your team meeting template. Take one hour to:
• Design your 3-10-3 meeting structure.
• Write out your standard opening and closing.
• Create a checklist for key points to cover
• Develop a simple feedback system. This template will make every meeting more effective and save you time in the long run.
Second, conduct your personal presentation style assessment. Record yourself during:
• A team briefing
• A customer announcement
• A training session. Watch these recordings and note your strengths and areas for improvement. Pay special attention to pace, clarity, and confidence markers.
Third, develop your practice schedule. Block out:
• 5 minutes daily for voice exercises
• 15 minutes weekly for presentation rehearsal
• 30 minutes monthly for recorded practice sessions. Small, consistent practice leads to major improvements.
Remember, in our industry, clear communication isn't just a skill – it's the foundation of successful store management.
Remember that every word counts in building your leadership presence. See you next week!
Oh, and before I go, here are some questions for you to consider:
Assessment Questions: Public Speaking and Presentation Skills
Question 1
You need to make three different announcements: a store evacuation, a new employee recognition program, and a price change policy. Using the communication techniques discussed in the episode, describe how your tone, pacing, and word choice would differ for each announcement. Provide specific examples of how you would deliver each message.
Reasoning: This question tests the ability to adapt communication style to different situations while maintaining professionalism. It requires an understanding of the CLEAR method for emergencies, employee engagement techniques, and policy communication strategies. The comparative nature pushes managers to think critically about how context affects delivery.
Question 2
Your corporate presentation about installing new coffee equipment was unsuccessful. Using the STORE and IMPACT methods discussed, rewrite your presentation incorporating:
• Specific data points
• Clear R. O. I. calculations
• Visual aids or demonstrations
• Handling potential objections: How would this new approach strengthen your proposal?
Reasoning: This scenario requires managers to apply multiple presentation frameworks while thinking critically about business impact. It tests their ability to transform technical information into compelling arguments and demonstrates an understanding of corporate communication priorities.
Question 3
During a team meeting, you notice three different communication challenges:
• A new employee who seems confused but won't ask questions
• An experienced staff member who dominates the conversation
• Several team members having side conversations. Design a meeting strategy that addresses all three issues while maintaining productive communication. Reference specific techniques from the episode.
Reasoning: This question tests the practical application of team management and meeting facilitation skills. It requires balancing multiple communication needs simultaneously while maintaining meeting effectiveness. The solution must demonstrate an understanding of group dynamics and inclusive communication techniques.
Question 4
Create a 30-day plan to improve your public speaking skills, incorporating:
• Daily practice exercises
• Weekly skill assessments
• Specific improvement goals
• Progress tracking methods: How would you measure the effectiveness of your practice? Use concepts from the episode to explain your approach.
Reasoning: This question promotes self-reflection and practical skill development planning. It tests understanding of the practice strategies discussed while requiring the creation of concrete, measurable goals. The measurement component ensures thinking about tangible outcomes rather than vague improvements.
Question 5
Your store is facing a sensitive situation where incorrect pricing led to customer complaints on social media. Draft three different communications about this situation:
1. An announcement to customers in the store
2. A briefing for your team
3. A report to corporate Explain how and why your communication approach differs for each audience while maintaining consistency in core messaging.
Reasoning: This complex scenario tests the ability to maintain message consistency while adapting delivery for different audiences. It requires the application of crisis communication principles, customer service skills, and corporate communication techniques. The question pushes managers to think strategically about messaging while handling sensitive information appropriately.
A quick note: The scenarios, examples, and store numbers mentioned in this podcast series are fictional and created for educational purposes only. While they're based on common situations convenience store managers might encounter, they don't reference any specific stores, chains, or real events. Any similarities to actual stores or situations are purely coincidental.
My goal is to provide practical, educational content that helps you develop your management skills. The techniques and strategies we discuss are general best practices that should be adapted to your specific store policies and procedures.
Thank you for tuning in to another insightful Survive episode from C-Store Center. I hope you enjoyed the valuable information. If you find it useful, please share the podcast with anyone who might benefit. Again, I'm Mike Hernandez. Goodbye, and see you in the next episode!
Survive by C-Store Center is a Sink or Swim Production.