2024 Q1 Spirited VA - 8

SPOTLIGHT ON SERVICE
Avis Alexander, Manager, Store 143, South Hill
BILLY FELLIN
A
vis Alexander was working at Wendy's
when the manager of the Virginia ABC
store next door came in for lunch. Alexander
was ready to make a career change, so she
asked about jobs at the store. The manager
suggested she put in an application, and he
later offered her the position.
Alexander accepted the offer and
started with ABC in October 1991. Her first
promotion came after six months, with more
promotions to follow, including assistant
manager, a remote store manager running
two stores and now store manager.
What has kept you with Virginia ABC for
so long?
I love people and I love to sell. I love the
organization. I love the way that ABC is
organized, the emphasis on accountability,
on service for customers. I love the way that
they engage. I love the communication with
the company. I still look forward to coming
to work after 32 years. I love my job.
How do you help customers find what they're
looking for?
If a customer comes in and I see that their
eyes are wandering across the store, that's
an indication they need help. My motto is
that I don't want anybody walking out of
here feeling less than they did coming in. I
give all my employees my motto, too. So if I
see a wandering eye, I engage them, or my
employees engage them.
8 VIRGINIA ABC | ABC.VIRGINIA.GOV
How do you keep track of all the products
at Virginia ABC, especially new ones?
There's a weekly product knowledge sheet.
I learn through that, I learn through Google,
I learn through listening to my customers.
There are customers that have a lot of product
knowledge. When I first came on board back
in '91, I wanted to learn about the spirits. I
would try different products to be able to
tell the customers.
What do you enjoy most about your job?
I enjoy meeting new people. I enjoy developing
relationships with people, talking to people,
listening to people, giving people what they
want. I'll go to the end of the world for a
customer, because I also believe a customer
can make you or break you.
Have you learned ways to work with a
customer who isn't happy with something,
perhaps because they're having a bad day?
Since I've been working for ABC, I've had two
people come back to the store to tell me it
was encouraging words I said to them that
made them not make a life-altering decision.
One winter day, I was conversing with a lady
about how cold it was, and I said that I had
gotten a gas fire log in my recreation room.
And she said, I wish I had a fireplace. And I
told her, well, you keep on living-you will
get a fireplace. She came back in and told
me that what I said stopped her. I believe our
steps are already ordered, and I was where I
needed to be to help her.
Also, if somebody is having a bad day, I
do not want to direct them to a high-proof
item, but something with a lower proof.
What makes a quality Virginia ABC store?
Dedication, a great team, open communication
with internal and external customers, and just
knowing about your product.
What makes a quality ABC employee?
Dedication as well, and someone who doesn't
mind learning. Even if someone has worked
retail before, ABC is different from other retail
establishments.
What's one way you promote public safety?
Let's start outside. I want to make sure that the
building itself is safe-no leaks in the roof, the
store is well lit, no wet spots on the floor, no
cracks on the sidewalks that would be hard
for wheelchairs. I tell my employees to think
safety and security at all times.
How do you apply the Virginia ABC's core
values?
Accountability: ABC pays me, and they hold
me accountable. If I ask an employee to do
something, I always go back and check that
it's done correctly-but always with thanks.
Service: Customer service is everything to me.
Integrity: Being honest, trustworthy.
Performance: The only way to build is to
lead by example. I work just as hard as my
team.
-Annie Tobey
http://ABC.VIRGINIA.GOV
2024 Q1 Spirited VA

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