Each manager in his managerial practice is faced with a situation where there are few resources in the form of employees, and those that are present cause some inconvenience. You’ll outline a task for them and, it seems, it’s obvious how to act, and they are slow, lazy, training approaches to the table instead of going and doing it! Business coach Elena Malkova gives advice on how to find such an approach to employees so that all instructions are executed immediately and honestly.
# PERSONA #
When the leader becomes dissatisfied with the work of his subordinates, he begins to take action. As a rule, his actions in such a situation are standard and predictable. The first option is as follows: the contractor is deemed unfit, and the personnel manager receives an order to find a new one. In the second case, the head sets the personnel officer the task of reviewing staff motivation. It sometimes comes to imposing sanctions. And finally, in the third option, the manager understands that all personnel need external influence. Employees are trained, and the favorite topics of such trainings are time management, increased responsibility and even emotional intelligence. But standard paths rarely produce outstanding results, and the situation repeats itself. Sometimes this happens until the senior management begins to look for flaws in the management style of the boss himself. And here he is - a vicious circle of Russian management.
Who's guilty? Bad employee and bad manager. And what to do about it? Kick both out. True, this is how we will punish them, but we certainly will not teach them. And the company will lose time, spend money on attracting new managers and performers, and will experience a period of their adaptation. And it is still unknown what benefits and rewards this whole story will bring. To avoid ineffective decisions, it is important for each manager when working with subordinates to remember a few simple principles and follow simple recommendations.
All people are different. They hear and perceive information differently. They also organize the execution process in different ways and relate differently to a particular task.
Let's give an example. The employee performs well familiar clear tasks: plans his activities, prefers to strictly adhere to a given plan. And suddenly, through the fault of another unit, he falls into an emergency. And then the chief "throws" him the task of finding out or solving something. The employee silently and resignedly accepts the entire volume of work, but does not cope with it on time or works until late at night. The cost of these heroic efforts is a long sick leave, emotional burnout, or even dismissal. To prevent such situations from happening, the leader must have a good understanding of who he is dealing with. In other words, what type of people does this or that employee belong to, and what tasks he does better, and what - worse. Let's take a closer look at the four types of people.

Organizer
In the above example, we are talking about a human organizer. Discipline, mobilization, a clear plan, control - this is what he appreciates. Its strength is logical thinking, the ability to work out tactics to the smallest detail, take risks into account, and weigh every step. In a situation of uncertainty or, if necessary, to show a creative approach to business, he experiences difficulties. To think quickly and unconventionally, to seek answers to unobvious questions is not his thing. Rather, he will dig the Internet in search of best practices, find experts, and will follow the letter of the law and instructions. Therefore, it is necessary to manage the activities of such an employee reasonably, relying on documents, real terms, and algorithms that are understandable to him. Do not “throw” him tasks that still need to be worked out properly. In communication with such an employee, everything should be clear, at the “plan-result” level, and in his activity there should not be unrealistic deadlines, overestimated requirements for independence and initiative. Also, the organizing staff do not tolerate constant changes in the course: the business must be started and brought to an end.
How to identify and distinguish: Listen carefully to his "language." Organizer's words: “stages”, “plan”, “streamline”, “let's do it already”, “nothing to sit idle”, “you need to go step by step”. Watch him. This person takes time to streamline his thoughts, turn to the best practices and find the right links. He keeps his workplace in perfect order, always mobilized and strives to follow the regime. There is a clear logic in his actions, and he does not like distractions and breaking the script.
Creator
An employee with creative thinking is suitable for performing creative tasks related to the development of non-standard solutions. Such a person is always full of energy, he has a lot of jokes and provocations in store. He loves short-term projects and non-standard tasks. It is much more difficult for him to deal with reports, digital data and tactical decisions. He thinks broadly, sees new horizons where others observe only fog, but the accuracy of cause-and-effect relationships does not particularly appeal to him. What to do? Accept and learn to benefit from these features of creative thinking. For a manager, the difficulty in dealing with creative employees lies precisely in the fact that they do not like detailed elaboration of the plan, step-by-step control, nit-picking, and when the main result is achieved, they often lose sight of the details. It is better to control this type of employees in the form of an unobtrusive conversation: as a rule, people with a creative mindset like to discuss various issues. In the process of dialogue, the whole picture becomes clear for them, and they can act on the basis of the agreements obtained as a result of communication.
How to identify and distinguish: He has several ingenious tactics and innovative ideas, as well as a bunch of unrealized projects. Listen to his "tongue": "shuffle", "twist", "see the picture as a whole." This is what the creator says.
Analyst
Many managers note that they have difficulty managing employees with an analytical mindset. Usually these difficulties are described as: “It seems that he is the boss over me!” And this impression is partly true. Analyst is focused on the main result. His focus is on goal, resources, risks. He quickly thinks, never goes astray and has little regard for the weaknesses of others. Why? Because the relationship is not as interesting to him as business tasks. To manage analytic employees, the leader himself needs to have a strong will, be persistent and clearly convey to the organization's subordinate goal. Employees with an analytical mindset well understand the roles in the hierarchy and easily accept the rules of the game, so it will be useful to indicate to them the range of responsibilities and authorities, and explain who is in charge. The more accurately the analyst employee understands what is expected of him, the better he will be able to organize his activities. What is really difficult for the analyst is to resolve the contradictions, negotiate interests and motivate others to exploit. Relations for him - a dark forest!
How to identify and distinguish: “Language” of the analyst: “fact, goal, result”, “disassemble into components”, “think in large blocks”. The analyst will come to you with a ready-made solution; he does not speak flatteringly about meetings and collective forms of work and is always worried about achieving targets.
Collectivist
Collectivists are well versed in relationships because they are people-oriented. Logic and cold calculation are alien to them. They are fully focused on justice, the vital interests of people and psychological comfort. Collectivists are easy to recognize by how much they get in touch, how much they know about the privacy of other employees, as well as their responsiveness and love for joint holiday events. Of course, such employees have great potential to maintain the right atmosphere in the team. But leaders sometimes see them as cunning, scheming, and gray cardinals. Why is that? The fact is that in a situation of dissatisfaction, employee collectivists are really inclined to use the weaknesses of the boss, delegate tasks back, form protest groups. They are just trying to get justice the way they understand it. To work with such employees brings a positive effect, it is important for the leader to remember how important communication is for collectivists. Therefore, do not be lazy to constantly explain to collectivists why it is so important to complete one or another task, discuss with them topics that are not related to work, support initiatives of unifying events. And even more so, avoid unmotivated punishments, opaque decisions. They will immediately be perceived as a meaningless demonstration of power, which directly infuriates collectivists.
How to identify and distinguish: Observe what the person is talking about with other people in the team. If he quickly reduces the distance in communication, establishes a warm relationship, always worries about the upcoming holidays - most likely he gives signals of philanthropy. If he willingly volunteers to be a mentor, participates in social events not from career considerations, but from the heart - then he confirms his preferences.
People are managed through communication. Those managers who believe that employees are already obliged to know and do everything are mistaken. Those leaders who believe that no one knows their employees better than them are mistaken too. Those leaders who use communication to clarify information are right to influence working relationships through discussion.
It is also important to remember that each employee has his own life cycle in the organization. You can always meet in the team both those who are energized and boldly take on new tasks, and those who are already saturated with their work, do not love it, do not value the benefits received from it. In these cases, the leader should try not to chop off his shoulder, but to understand the situation, change it in such a way that it is beneficial to everyone, and set his style to the employee’s style. But if all the efforts to adapt to the characteristics and preferences of the employee do not justify themselves, and the situation becomes confused and the work tasks cease to be fulfilled, then there will be a need for a serious management decision.
Elena Malkova - A business trainer with 10 years of experience in training entrepreneurs, an expert in the field of management communications, management, customer service and training of internal trainers.| Please rate the article |
How Pareto's Law Works in a Shoe Retail Store
Analysis of the company's performance is an important quality of a manager. Many indicators in the retail business are subject to analysis, primarily - sales planning and inventory balances, KPI performance by employees, the effectiveness of marketing campaigns, the number of sellers, their work schedules and many other factors that affect the final result of the store. In this material, SR expert on increasing sales in shoe retail Evgeny Danchev, using the Pareto principle, understands the reasons why revenue and volumes of goods sold are distributed very unevenly between weekdays and weekends. The author is confident that the Pareto principle is indispensable in the systemic analysis of sales management efficiency and sales results. But it is important to apply it correctly and interpret its meaning.
How a fashion brand can get into ChatGPT recommendations
Experts say ChatGPT could become a shoe search tool and even a style consultant. According to a report from Dutch payment company Adyen on retail, more than a third of shoppers worldwide are already using AI.
PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
Euro Shoes@CAF will be held in Almaty from March 10 to 12
Almaty is preparing for the opening of the main event of the fashion industry in Central Asia - the 35th international fashion exhibition CAF (Central Asia Fashion), which is already being held for the fourth season in cooperation with the largest Russian international shoe exhibition Euro Shoes.
New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
SOHO Fashion continues to grow and develop in the Russian footwear market, and in 2025, the leading distributor's brand portfolio added a new one – the legendary Beverly
Salvatore Ferragamo's Shoes Inspire Pastry Chefs
Italian confectioners have created cakes that are exact copies of six legendary pairs of shoes from the archives of the Italian "Shoemaker to the Stars" maestro Salvatore Ferragamo. They were presented in the 10_11 restaurant of the Milan hotel Portrait Milano, which is part of the hotel management company owned by the Ferragamo family.
Euro Shoes – on a new premium platform!
The leading international footwear exhibition Euro Shoes premiere collection will be held from August 27 to 30, 2025 at a new premium venue in Moscow - the Congress Center of the World Trade Center on Krasnopresnenskaya Embankment.
Clarks: 200 years of quality, style and innovation
In 2025, the legendary British brand Clarks celebrates its 200th anniversary – an impressive milestone that demonstrates its enduring relevance, impeccable quality and global appeal.
The cyclicality of fashion and its impact on the financial results of the fashion business
Stylists and experts never tire of telling both professionals and ordinary consumers of goods and services in the fashion industry that fashion develops cyclically. The cyclicality of fashion has a significant impact on the financial results of the fashion business, since it dictates periods of demand and decline and determines which goods will be in demand at a certain moment. SR expert in assortment planning and management Emina Ponyatova talks about which aspects of the cyclicality of fashion should be taken into account by shoe retailers in their work, and how they affect the financial performance of the business.
Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
Whatever aesthetics your collection adheres to - craft heritage, elegant minimalism inspired by traditions or, conversely, futuristic forms - if your customer strives to be fashionable and you need to regularly update your assortment with current trendy novelties, pay attention to the design trends, models and details of women's shoes and bags in the fall-winter 2025/26 season described in this article. To prepare it, the author used materials from the international trend bureau Fashion Snoops, which is a source of commercial forecasts for the seasons ahead, and current trend analytics of key events in the fashion industry around the world: industry exhibitions, shows, shows.
How to preserve a retail business in the fashion market in the era of marketplace hegemony?
The fashion segment has become the leader in e-commerce on the Russian market in the last few years. And, of course, this trend has affected the financial results of offline retail stores, which have suffered significant losses in revenue and profit. Not every retail business can withstand price wars with marketplaces, and with each new sales season, the fight for customers will only intensify. SR expert on increasing sales on the fashion market Evgeny Danchev talks about what can be done in such a tough situation and what effective strategies to use to save a retail business.
Shoe factories in Russia are closing one after another
The shoe industry in Russia is in a severe crisis situation. A number of Russian shoe manufacturers have announced the cessation of their activities this year.
Heading towards Moscow - development of the MASCOTTE chain in a new concept
The brand of shoes, clothing and accessories Mascotte continues to actively develop the network in a new concept. Updated spaces appeared in Moscow in the VEGAS KASHIRSKOE shopping center on the 1st floor (area more than 300 m²) and the Vesna shopping center on the 1st floor (area more than 400 m²). By the end of 2024, openings are planned in the Botanica Mall mixed-use complex on the 1st floor (area more than 400 m²) and in the ODIPARK shopping center on the 1st floor (area more than 300 m²). In 2025, the brand plans to continue to expand its network of branded salons in a new concept through consistent and methodical openings in new shopping centers and rebranding of current salons with relocation to larger areas.
How to differentiate yourself from competitors and earn more?
Online shoe sales are increasingly competing with offline stores every year, but they still cannot count on even a 20-30% share of sales on the Russian market. With rare exceptions, the cost of shoes on marketplaces is lower than in retail stores; for some reason, most buyers prefer to purchase a new pair, albeit more expensive, but personally choosing from the assortment presented on store windows and shelves. This illogical behavior of buyers can only be explained by the fact that each of them has individual characteristics when choosing purchases. SR expert on increasing sales in fashion Evgeny Danchev talks in detail about three options for a marketing strategy for positioning retail in the market, their advantages and benefits.
What decorative items can be used as retail equipment to effectively present shoes and bags?
More and more often, when we enter a fashionable clothing or shoe store, we see that for the presentation of goods they use objects that are unusual for a retail space - books, paintings, vases, mirrors... In previous issues with SR's resident expert in the field of visual merchandising, store building and commercial display design With Marina Polkovnikova, we analyzed current trends in store design, and in shoe retail in particular, for the next few years. The expert told how to use retail equipment to create a trendy commercial presentation of goods in a store and, at the same time, an atmosphere that is comfortable for customers and encourages them to make purchases. Continuing the topic started in the two previous issues, now let’s look at what other ways there are to update your store without changing it globally.
Global footwear production down by 1,5 billion pairs in 2023
According to statistics from the World Footwear Yearbook 2024, the annual analytical bulletin of the Portuguese Footwear Association, global footwear production fell by 6% last year to 22,4 billion pairs. And global footwear exports decreased by 9,1% year-on-year, to 14 billion pairs, writes Worldfootwear.com.
MUNZ Group: Five common mistakes when searching for line personnel
Mistakes in personnel selection are costly for companies. The time spent on searching, the investment of money in organizing recruitment and the lack of salespeople in the store increase the value of each correctly selected employee and increase the cost of an error. Munz Group HR Director Ekaterina Ananenkova talks about the most common mistakes.
We are waiting for you at the Euro Shoes exhibition on August 26-29
The international exhibition of footwear and accessories Euro Shoes premiere collection starts in Moscow next Monday. Euro Shoes will be held in the capital's Expo Center from August 26 to 29 in alliance with the leading international clothing exhibition CPM Moscow. In one place and on the same dates, both exhibitions will bring together a large number of visitors, buyers and fashion industry professionals from Russia and the CIS countries.
Making the right diagnosis. 10 ways to quickly identify your customers' "pains"
Have you ever thought about how your offer on the website of an online store, on marketplaces is perceived by the buyer? How deeply and well do you know the needs of your target audience and the fears of your customers? SR expert in digital marketing and creating a unique brand selling proposition Tatyana Vasilyeva answers these questions and also gives recommendations on how to avoid typical mistakes in the product card, how not to make a description, photos and videos, and how to avoid unnecessary expenses in the design of your product.
EXTR4 - a new shoe brand from Italy at the EURO SHOES exhibition
Imagine a world where the barriers between urban style and athletic performance disappear, where shoes become more than just an accessory, but an integral part of your personality and lifestyle. This is the world of EXTR4, a new shoe brand from Italy created for men and women who live active, full lives.
Five fashionable models of men's shoes: forecast for the autumn-winter season 2024/25
Trend analysts and fashion trend forecasters have already formulated their concepts of what will be worn in the next cold season, having analyzed hundreds of looks from dozens of shows at fashion weeks in Milan, London, New York and Paris. Fashion Consulting Group trend expert Maria Shchennikova has prepared a checklist of fashionable shoes especially for SR. In the previous issue, we gave a selection of five trendy models of women's shoes for the fall-winter 2024/25 season. And in this issue, we will tell you about five trendy models of men's shoes: updated oxfords, loafers with decor, shoes with straps (very reminiscent of the women's model of Mary Jane shoes), minimalist boots, wallabee boots. The article is based on materials from the global online trend bureau FashionSnoops.com.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?