Russell Cellular | Fall 2021 by 417 Magazine

FALL / 21

BACK TO THE BASICS Whether you're new to RC or are a longtime team member (we celebrate a few anniversaries in this issue), it's time to refocus on what RC does best.

4125 Wilson Creek Marketplace Rd., Battlefield, MO 417-886-7542, russellcellular.com

PRESIDENT & CEO Jeff Russell

FROM THE FEED

CO-FOUNDER Kym Russell CHIEF OPERATING OFFICER Darin Wray CHIEF FINANCIAL OFFICER Robert Lister VICE PRESIDENT OF OPERATIONS Jeven Russell VICE PRESIDENT OF SALES OPERATIONS Nathan Mindeman DIRECTOR OF EXECUTIVE SUPPORT Layton Alsup EXECUTIVE VICE PRESIDENT OF SALES Daniel Hyder AREA VICE PRESIDENT OF SALES Brad Boman AREA VICE PRESIDENT OF SALES Anthony Badalamenti AREA VICE PRESIDENT OF SALES Chris Lucido AREA VICE PRESIDENT OF AGENT PARTNER PROGRAMS Khris Stillman DIRECTOR OF LEARNING & DEVELOPMENT Kurt Reinhart DIRECTOR OF RC CARES Ron Wallace MARKETING MANAGER Sarah Rogers

2111 S. Eastgate Ave., Springfield, MO 65809 PHONE: 417-883-7417 / FAX 417-889-7417 417MAG.COM KATIE POLLOCK ESTES / EDITORIAL DIRECTOR ETTIE BERNEKING / EDITOR ALEX WOLKEN / CREATIVE DIRECTOR LEAH STIEFERMANN / PHOTOGRAPHER CONTRIBUTING WRITERS AND PHOTOGRAPHERS KAREN BLISS, JULIANA GOODWIN, SUSAN ATTEBERRY SMITH, RAE SNOBL,VIVIAN WHEELER, BRAD ZWEERINK LOGAN AGUIRRE / PUBLISHER MEGAN JOHNSON / VICE PRESIDENT OF OPERATIONS & CUSTOM PUBLICATIONS AMMIE SCOTT / VICE PRESIDENT OF STRATEGY AND SENIOR ACCOUNT EXECUTIVE GARY & JOAN WHITAKER / FOUNDERS

Visit our social media sites to learn about the latest developments from Russell Cellular. And for the latest RC Cares news be sure to follow the main Russell Cellular feeds.

FACEBOOK.COM/RUSSELLCELLULAROFFICIAL LINKEDIN.COM/COMPANY/RUSSELLCELLULAR @RUSSELL_CELLULAR

RUSSELLCELLULAR.COM

FEATURES

MEET J.A.M.E.S.

IN IT TO WIN IT

RC'S BIG HEART

It was 2015 when RC rolled out the J.A.M.E.S.

Russell Cellular's mission might be simple:

When Haley Scaife was diagnosed with can-

sales process. Over the years, J.A.M.E.S. has

Provide the best wireless experience to every

cer, she never dreamed her store or RC Cares

been updated as needed, but overall, this

customer every time. But pulling that off across

would show up like they did to support her.

simple five-step method has stood the test

the country, with different markets, different cus-

This is the heart-tugging story of how the

of time. Now, RC store managers are shar-

tomers and different needs isn't always so sim-

youngest team member at her store inspired

ing their advice and tips on how they use and

ple. Here's how RC is helping its teams succeed

her region to launch a massive RC Cares proj-

train their own teams to successfully imple-

no matter where they're located in the country

ect. A little basketball and a whole lot of work

ment J.A.M.E.S. on the sales floor.

and no matter how large their market is.

brought in supporters from several states.

CONTENTS 4 / SPOTLIGHT Mike Frost is celebrating his 20th anniversary with RC this year, so we pick his brain about what's kept him with the company all these years.

5 / Q&A

#bettertogether is much more than just a hashtag.

6 / HOMETOWN HEROES Meet the young veteran and double amputee who refuses to quit and who is sharing a message of hope.

Stephen Knefely is a top performer time and time again. What are his tips to success? Keep reading to find out.

8 / WEEK IN THE LIFE 5 / HELPING HANDS RC Cares made a big impact in New Jersey this year.

You might not know Jon Keatts. But you should. Jon is the Director of RC’s IT Department, and he’s got your back.

Two recent companywide RC Cares fundraisers prove that the idea of

RC CONNECTIONS / FALL

Want to improve your Verizon RIS score? These managers have tips.

12/ COMMUNICATION RC's new brand strategy is here, and this is how you can live it out each day.

14 / ROUND TABLE There's a good reason Robert Lister has been with RC for two decades.

16 / INBOX Have an IT question? Jon Keatts is here to answer them.

17 / PLUGGED IN The device supply chain was hit by COVID, but the Inventory Support team is here to help.

34 / LIFE OUTSIDE Shan-Eque Watson Dawkins has a passion for RC Cares that's pretty darn contagious.

16 / BY THE NUMBERS 10 / PILLAR TALK

6 / RC CARES

11 / TIPS OF THE TRADE

RC AVPs are here to talk about how store managers and DSMs can help support the sales team.

The new RC Agent Partner Program is here to stay, and these numbers show it's going strong.

35 / AWARDS TIME To the top RC Cares performers, congratulations! It’s time to celebrate all that you’ve accomplished.

Photos courtesy Russell Cellular, by Leah Stiefermann and Brad Zweerink

BY THE NUMBERS This issue has plenty to celebrate, including several heartfelt donations by RC stores that wanted to give back to their communities. Here are some of our favorite numbers in this issue.

STORES

When Mike Frost first started at Russell Cellular, the company only had 18 locations. RC now boasts more than 700 stores.

LEARN MORE / 4

16,385 4 DOLLARS

That’s the amount RC Cares donated to the American Heart Association through a companywide RC Cares initiative. That’s RC’s most successful RC Cares project so far.

LEARN MORE / 7

STATES

Since RC launched its new Agent Partner Program, it's added four new states to its territory map. The program isn't even a year old, and it's going strong.

LEARN MORE / 16

DOLLARS

That's how much RC Cares raised for one of its own. Haley Scaife is a sales associate who was diagnosed with cancer. When her team got the news, they launched a regional RC Cares fundraiser to help Haley cover her medical expenses.

A NOTE

FROM

KYM Every new issue of this RC Connections magazine brings the challenge of what the theme of the issue should be and what articles our team members will find relevant at print time. The back covers of all fall issues are dedicated to recognizing those team members who are setting the pace for RC Cares initiatives along with annual statistics showing the impact made through the year. So along with highlighting RC Cares stories from the year, this issue also seemed the right time to focus on the basics of stellar customer experience while trying to navigate our “new normal.” The only way we can provide “the best wireless experience to every customer every time” is to go above and beyond the sales process to care for every customer as an individual. When we make genuine connections, not only do we learn how we can best take care of our customers, we also make the world a kinder place. We are so fortunate to be in a business where we are able to provide for ourselves and our families while offering products

and services deemed so essential to everyone’s daily lives. I believe wholeheartedly that we each make a difference in the world by taking care of those around us. We succeed together by investing in all of our team members and taking care of each other every day. I am so very proud of our RC Family, and excited to share with you just a snippet of the stories of how we are pulling together to invest in our communities and most of all, take care of each other. #BetterTogether!

ON THE COVER Nathan Crawford and his Store Manager Ana Martinez work at RC store Springfield 1 in Missouri. The two were nice enough to participate in the magazine’s cover photoshoot and fill in as models when needed. Thank you to both of them for putting up with our nonsense for a bit!

LEARN MORE / 30 Photos courtesy Russell Cellular, Shutterstock and Brad Zweerink

RUSSELLCELLULAR.COM

LIFE

SPOTLIGHT

GETTING BETTER WITH TIME With a 20-year anniversary to celebrate, Regional Director of Sales Mike Frost uses his experience to empower others to succeed. BY VIVIAN WHEELER

Some milestones are worth celebrating like your first wedding anniversary, a graduation, a first birthday or, in the case of Mike Frost, a 20-year anniversary with Russell Cellular. Today, Mike is a Regional Director of Sales with RC, but two decades ago, Mike was just looking for a new job in a new town. He didn’t exactly plan for a career with Russell Cellular, but it definitely worked out for him. Back when Mike first applied to be a sales representative, he says it was really on a whim.

HAPPY ANNIVERSARY!

He and his wife had moved to Springfield,

Mike Frost celebrates 20 years with RC this year.

Missouri, where she attended nursing school. “I just needed a job and had no idea what I

where his team members see themselves in

was getting into,” he says. That was nearly

the future and helps them figure out how to

two decades ago.

LESSONS LEARNED

get there. “It comes back to the employee

1. To be able to work at RC you have

A lot has changed in that time. When Mike

experience pillars in our company,” he says.

to be comfortable with change,

first started at RC, the company only had 18

“The first thing I think about is opportunity.” For

locations. Now, RC boasts more than 700

Mike, showing his team a clear path forward

stores. Being part of that initial growth spurt is

in the company is his own daily milestone; so

balance. Make sure you’re taking

still something Mike loves. “I found it fun, “ he

is maintaining his work-life balance.

time for yourself, and you’re taking

and you’ve got to be able to adapt.

2. Don’t forget about work-life

says. “It was a challenge every single month,

During his free time, Mike likes to get out-

but I just absolutely fell in love with it, and I ha-

doors with his wife, Amanda, and their 14-

spend time with your family and

ven’t looked back since.” Over the years, RC

year old son, Blake. The family is often hiking,

come back refreshed.

continued to grow, and so did Mike’s career.

at the lake or traveling. Mike and Amanda re-

As a Regional Director of Sales, Mike cov-

cently celebrated their 20-year wedding anni-

whelmed, make a plan, execute

ers most of Arkansas, northern Mississippi,

versary with an RV trip out west to visit nation-

that plan, make sure you’ve set

northern Louisiana and western Tennessee.

al parks. And while a lot has changed for the

the proper expectations for your

He oversees six District Sales Managers, 44

Frosts since those early days in Springfield, in

team and then follow up on those

stores and 161 Team Members. That’s not

some ways, Mike says a lot has stayed the

expectations.

too shabby for someone who applied to RC

same, especially at RC.

on a whim.

“The family feeling hasn’t changed,” he

vacation days. It’s important to

3. When stressed out or over-

4. Your team needs to feel valued. Start one-on-ones with praise.

As an RD, one of Mike’s main responsibil-

says. “And it’s still challenging. You can look

Start with your thank yous. Recog-

ities is to help his team members grow at RC.

at where the company has been, where we

nize the things your team member

“At RC, we really care about people’s futures,”

were 20 years ago, gosh who knows where

is doing well first, and then talk

he says. To help his crew reach whatever mile-

we’re going to be 20 years from now. That’s

through the opportunities after.

stones they set for themselves, Mike identifies

what excites me.”

RC CONNECTIONS / FALL

Photo courtesy Mike Frost

LIFE

LIFE AT RC KEY MOTIVATORS

Stephen Knefely is consistently a top District Sales Manager. We now turn to him for advice. BY RAE SWAN SNOBL

WISH UPON A STAR

RC: How do you explain your success? S.K.: 10 to 4 and out the door simply isn’t my style. I am immersed in my locations and try to be there every step of the way. I started as a Wireless Sales Representative and know the struggles our team face being on the front line. I am happy to hit the sales floor. I can’t expect others to do what I cannot.

RC: What advice do you have for DSMs? S.K.: Be an involved leader. Make sure you are side-by-side selling with your team and helping them exhibit the sales behaviors that are needed to be successful. During my store visits, I ensure I am present on the sales floor and take part in as many sales interactions as possible.

RC: How can DSMs increase motivation in their team members? S.K.: We are in the people business, so get to know each of your team members on a personal level. Find out who they are, what’s important to them, and how you can challenge them to become better with each passing month. This bond creates a super team that has the urge to succeed and wants to excel together.

RC: How have you learned from mistakes? S.K.: This job is about trial and error. When I first got into the role, I made the mistake of just coaching to the number and never the behavior. This shortcut held me back for a couple months and caused us to end up short on performance. Behaviors must be present with each and every customer, not just when you need to hit a target.

RC: How do you stay motivated? S.K.: My husband and family have been the most influential for my success. They provide me with the drive to stay hungry and understand my commitment to this company and myself. Photos courtesy of Russell Cellular

RC Cares donated $1,000 to Star of Hope Ministries.

CONNECTING COMMUNITIES

Sandy hit the Jersey shoreline.

RC Cares makes a difference around the

dle school gyms, and families, including the

for Reaching All In Need Everyday, and Anthony learned about the organization when Hurricane RAINE mobilized in high schools and mid-

country, and that was highlighted recently

Badalamenti family, put together packages for

in New Jersey with $3,300 in donations to

others affected by Hurricane Sandy. The follow-

local nonprofits. So what’s the key to the

ing Thanksgiving, Anthony and his family again

program’s success? Simple. It’s all about

volunteered with RAINE to deliver food baskets.

supporting local. BY JULIANA GOODWIN

“At one home, there was a big box of cereal in the donation,” Anthony says. “The 6-year-old girl saw the box of cereal and was so happy. I

When Jason Bosworth was in the job market

told my sons, ‘Be happy with what you have,

last fall, he researched Russell Cellular’s philan-

and always help others in need.’”

thropic nature and liked what he saw. “It’s one of the things that drew me to RC,” he says.

To spread the word about RC Cares, Jason encourages managers to come to them with

Jason joined the company in December,

causes they care about. Anthony is right there

2020, and is now the Regional Director of Sales

with him. If he notices a store hasn’t raised

for the Northeast Region. Through RC Cares

much for RC Cares, he asks what is essential

product sales, stores in his region raised money

to them and their community. “One store said

to show some love to regional nonprofits. Jason

coats for kids, and in another store, they raised

and Anthony Badalamenti, Area Vice President

funds to build a ramp at the park for a young girl

of Sales, decided to award checks to two orga-

in a wheelchair.”

nizations. The first was a gift of $1,000 to Star of Hope Ministries in Paterson, New Jersey.

Russell Cellular often helps its own, and Anthony and Jason had a chance to see that

“During COVID, Star of Hope delivered

firsthand at the end of June. “An employee had

meals to people who were out of work,” Jason

a fire, and they were displaced,” Jason says. “It

says. “It felt great to be able to give back.” The

only took one day for RC to mobilize and help

second check was for $2,300 and it went to the

her get temporary housing. It’s impressive, and

RAINE Foundation in Hazlet, New Jersey—a

it’s great to be part of a company that cares so

cause close to Anthony’s heart. RAINE stands

much about its team and community.” RUSSELLCELLULAR.COM

LIFE

RC CARES

PAYING IT FORWARD If you ever doubted the impact of an RC Cares project, these two donations totaling more than $20,000 might change your mind. BY SUSAN ATTEBERRY SMITH Raise your hand if you were following pretty much every single headline about COVID-19. Now raise your hand if you read about how some COVID patients were struggling with heart conditions as a result of the virus. You’re not alone. Lingering heart ailments in COVID patients have also been on the radar over at the American Heart Association, and when Russell Cellular got wind of research AHA is funding, it found a way to participate and help out with a companywide RC Cares fundraiser.

ed to just Springfield. It went national within RC.

with Go Shout Love, a Springfield nonprofit that

Nearly 95% of Russell Cellular stores partici-

donates most of its proceeds from inspirational

Cares product sales, RC Cares raised more

pated, with 593 of 627 stores focusing on the

apparel sales to children on “rare medical jour-

than $16,000 to help fund the AHA’s research

project, says RC Cares Director Ron Wallace. “It

neys.” Go Shout Love sponsors a child every

With a lot of teamwork and plenty of RC

into heart conditions linked to COVID. That’s a

was a specific initiative, and it was the largest

month, so Russell Cellular launched another

record amount for an RC Cares project, but this

AHA project we’d ever done,” he says. “It was

companywide RC Cares initiative and partnered

was also one of the few companywide fundrais-

100% a team effort.”

with the organization in June. Funds went to a

ers. In Springfield, Missouri, RC often sponsored

Being part of a team that gets to celebrate

family with three young daughters.

the Springfield chapter’s annual Heart Walk. But

supporting those in need is really what RC

Two of those daughters have undiagnosed

with COVID making large gatherings a big risk,

Cares is all about, and that shared goal was on

medical conditions, and their names are Jaelyn,

display through another RC Cares initiative. This

11, and Reagan, 3. These two young girls are

one in particular helped a family in Iowa.

outgrowing their wheelchairs and are having

the 2020 Heart Walk was canceled. Luckily, RC’s fundraising more than made up for the walk’s cancellation, and unlike Heart

The project got off the ground when a former

difficulty getting around the family’s house. The

Walks in the past, this fundraiser wasn’t limit-

Russell Cellular team member put Ron in touch

goal was to help raise enough money to buy

HEDGIE’S HEROES #LIFEON When a Lenoir, North Carolina, store manager told District Sales Manager Michael Sentell about a customer and local military veteran who needed a kidney transplant, Michael recognized a great RC Cares project for the 2020-2021 holiday season. BY SUSAN ATTEBERRY SMITH

READY TO HELP Michael Sentell is an RC DSM who learned of someone in need and created an RC Cares project to give back.

RC CONNECTIONS / FALL

THE NEED Local veteran Chad Carswell was not just an RC customer. He was an admired U.S. Air Force veteran and a double-amputee who had a #LIFEON philosophy. So when he found out he needed a kidney transplant, the RC store in Lenoir knew it wanted to help out. Soon, team donations and sales of RC Cares products took off, and it didn’t take long for Regional Director of Sales, John Kilgore, to decide the RC Cares project should become a regional effort. In the end, the project spanned seven states, going far beyond Sentell’s four-state district. Photos courtesy Russell Cellular

LIFE

RC CARES SHOWING LOVE RC Cares hosted two companywide fundraisers recently, and both were great examples of how the RC team can make a big impact on people's lives when everyone works together.

GOOD BY THE NUMBERS

$20,000+

When it’s all added up, RC Cares raised more than $20,000 for the American Heart Association and Go Shout Love.

998

For the AHA project to fund research into heart disease among COVID-19 survivors, 998 RC Cares products were sold. For Go Shout Love, RC stores sold 422 RC Cares products.

the girls new mechanical chairs and remodel the house to make it more accessible. Through RC Cares, the family will receive more

Back at RC Cares, Ron says that long-term partnership is likely, since June’s project in Iowa “probably touches my heart more than any of

than $4,800, and Go Shout Love Executive

them.” Already, the RC Cares team sponsored

Director Josh Veach expects the site’s June

another Go Shout Love child in August.

merchandise sales to double that. The compa-

No matter the cause RC Cares supports, Ron

ny’s donations, he says, will “go a long way to

loves the fact that the company’s fundraising ef-

help the day-to-day life of these two little girls.”

forts help individuals and communities. “You’re

For Go Shout Love, its partnership with RC

making a difference in someone’s life,” he says.

Cares has been the most significant so far, and

Plus, he’s a big believer in working together as

Josh says he hopes to build on that relationship.

a team to do good in the world. “Our hashtag

“We’re hoping that this is the beginning of a long-

at RC is #bettertogether,” he says. “One person

term partnership that makes a huge difference

can do a lot, so what can a whole team do?

for families to come.”

Results speak for themselves.”

$16,385

That’s the amount RC Cares donated to AHA. That’s RC’s most successful RC Cares project so far. Of the 593 participating stores, the Wildwood 2 store in Wildwood, Florida, raised the most with $274.81.

$4,842

This is how much money RC Cares donated to Go Shout Love to help purchase new mechanical wheelchairs for two Iowa sisters and remodel their home to make it more accessible.

A RECORD FUNDRAISER

FIGHTING BACK

THE IMPACT OF CARING

The more they learned about Chad Carswell and his positive outlook on life, the more the Russell Cellular team admired the veteran’s positive attitude. His #LIFEON philosophy prompted not only PopSocket and tech wipes sales but a donations challenge among RC team members. Once the fundraiser was done, the RC team donated $8,183.09 to Chad. “That was definitely the largest amount we’ve ever taken in for a single charity, at least in my region,” John says.

Chad’s story of perseverance helped the RC Cares project connect with customers and team members. Chad was injured during tours in the Middle East, and at home, the 6-foot-4 veteran ate too much, smoked cigarettes and watched his weight climb to almost 450 pounds. He had five heart attacks and developed Type II diabetes, which caused kidney failure and led to the amputations of his legs. But Chad didn’t give up. He got back in shape and is no longer diabetic. At 37 years old, Chad now shares this message, “Just don’t give up. Keep fighting.”

To pay for a kidney transplant that could cost $50,000 to $75,000, Chad sells #LIFEON merchandise and speaks to encourage his audiences at community fundraisers, but “nothing compares to what those guys did for me,” he says of RC’s donation. “That was top-notch, next-level for sure. It didn’t matter whether it was $5 or what it ended up being,” he says. “It was going to be a blessing to me regardless because someone wanted to help.”

RUSSELLCELLULAR.COM

LIFE

WEEK IN THE LIFE

Meet Jon Keatts, Director of Information Technology at Russell

Cellular. He works all week long thinking about what’s next for RC’s technology capabilities, as well as helping manage the dayto-day needs of team members.

THE DATA PRO

BY KAREN BLISS

Jon Keatts heads up RC's IT team in Battlefield, Missouri.

STARTING OUT EACH WEEK

LOOKING AT THE BIGGER PICTURE

If you think you’re a morning person, you should meet Jon Keatts.

As fast as the RC sales team has to go to keep up with new device

This early riser gets to work around 5 a.m. to take time to check the

and software updates, the IT team is right there with them, but right

network, reboot company servers, make sure the firewalls are up

now, Jon and his team are focused on the technology needs of the

and running and see to it that all systems are working the way they

Agent Partner Program. The program allows small Verizon autho-

are supposed to be for the week. How many of you have even had

rized agents to become subagents through Russell Cellular. That

your first cup of coffee at that hour? “I come early, just to be another

sounds easy enough, but there’s a catch. For a store to become an

set of eyes,” he says. “The IT department is just so busy with so

agent partner, it has to meet specific security requirements.

many projects, that it’s important to take time each week to go back

That means Jon and the IT team run what the IT Department

and go through the simple steps.” Getting to the office early also

calls a penetration test for these subagents to make sure the data

means Jon doesn’t have to shut down anyone’s computer during

systems and firewalls are adequate enough to keep customer infor-

normal business hours, and for that, we’re all grateful!

mation safe.

ALL IN A WEEK’S WORK WORKING ‘IN THE WEEDS

Jon and his team have their plate full these days. RC added more

This IT expert has been with RC for nearly 13 years, but that seniority

than 20 new agent partners in 2021 alone with more than 60 Agent

doesn’t mean he’s free from the normal help tickets that come in. To keep

Partner-owned stores. Plus, the company welcomed another 25+

his skills sharp, Jon says he still sometimes picks a technology help ticket

of its own stores to the grid. But Jon says this is just part of the fun.

at random. It helps keep him fresh on the day-to-day repairs and updates,

And that 5 a.m. wakeup call definitely helps him make sure every-

which is a good thing because everyone from the team at Home Office to

thing on the team’s checklist gets done.

the sales team across the country needs help periodically throughout the week with system issues and software malfunctions. 8

RC CONNECTIONS / FALL

Photo by Leah Stiefermann

At Russell Cellular, we know life happens. Emergency situations can arise beyond our control that create unexpected financial hardships.

RC EMPLOYEE EMERGENCY FUND Qualifying circumstances include natural disaster, funeral costs, fire loss, acute medical illness, and more. The EEF provides financial assistance for you and your immediate family. Qualifying Team Members can receive up to $500 per occurrence.

For more information about the EEF, how to apply and donate, and for further qualifications and restrictions, visit RChome.co or email RCcares@russellcellular.com

EMPLOYEE EXPERIENCE

PILLAR TALK

ple and families the program has helped. Once they see the impact, the program has, there is tremendous buy in to get involved.”—A.B.

PROVIDING OPPORTUNITY “We always want to provide our team members a chance to grow professionally and personally, and one of the best ways to do this is through weekly one-on-ones. This is your time to go over customer survey scores, sales goals, training opportunities, questions that team members might have… It’s all about showing you care about that person and their individual goals.”—D.H. “It’s important for managers to understand the goals of their team members then put a plan in place with them to reach those goals. I recommend starting small and setting achievable steps. If the goal is to become a store manager, set up steps that allow the rep to lead an

SET UP FOR SUCCESS

RC Cares project or handle a coaching mo-

Store Managers have the tools to make sure their teams succeed.

ment or take the lead with a customer.”—C.L.

LEADING BY EXAMPLE Russell Cellular’s AVPs of RC-managed stores are here to share tips and advice that will help sales leaders grow their teams and meet their goals.

“This piece of advice is for sales reps. There are always more responsibilities you can take on, so take every opportunity to talk to your DSM and RD to see what you could do.”—B.B.

BY ETTIE BERNEKING

TEAM CULTURE EXPERTISE “As a leader, your team looks to you to have the answers. That doesn’t mean you have to have

Samsung. I've watched unboxing videos, and

“We have a company culture, but we should en-

you can learn much more about new products

courage stores to have their own culture. It could

this way.”—Anthony Badalamenti

be something as simple as naming their store

every answer, but it does mean you should know where to look for the answer. You should also

beyond the physical location name to introduce

SERVICE

positive energy and fun.”—D.H.

have conversations about devices and promo-

“When it comes to service, our Store Managers

tions. This will help you identify training opportuni-

are the ones who can light a fire in their teams

“I think this starts with you as a leader. Define your

ties and knowledge gaps.”—Daniel Hyder

about serving customers and our communities.

leadership style and ask yourself what kind of

That means you have to show what service looks

culture you want. For me it’s high competition,

like from a new hire’s first day.”—D.H.

high energy and high knowledge. If you know the

“Get Google alerts for new products. It’s amazing what’s out there. You should also encourage team members who want more responsibility to

kind of culture you want to cultivate, it will help “It's easy to get involved in your community. Start

you hire the right team members. ”—C.L.

ask how they can help. Maybe their passion is

by connecting with a local charity you care about

Apple products, and they can train everyone else

or simply connect with the chamber of com-

“Celebrate together when your team hits a mile-

on new products.”—Brad Boman

merce to find a way to give back.”—Chris Lucido

stone. You can buy lunch, maybe you do something special for team member's birthday, or

“One great way to learn about products is find-

"New hires are introduced to the RC Cares pro-

ing resources from manufacturers like Apple and

gram. What they quickly learn is how many peo-

RC CONNECTIONS / FALL

maybe you encourage your team to get together to plan an RC Cares event.”—A.B. Photo by Brandon Alms

EMPLOYEE EXPERIENCE

TIPS OF THE TRADE

UPPING THE SCORE RC store managers Kayla Jackson, in New Boston, Ohio; Blake Thomason, in Wiggins, Mississippi, and Dave Lukas, in Geneseo, Illinois, share tips and tricks on how to have success in increasing your Verizon RIS scores. BY KAREN BLISS

MAKE SURE THE CUSTOMER LEAVES HAPPY For Kayla, one trick she knows has helped improve her RIS scores is giving customers her business card. “Even if they’ve already

store.” She says another tip is to fully explain

“CUSTOMERS WILL FORM AN OPINION OF YOU DURING THE FIRST MINUTE OF YOUR INTERACTION,” HE SAYS. “BE GENUINE WITH YOUR CUSTOMERS AND DON’T JUST BE A SALESPERSON.”

any promotion the customer is interested in.

—Blake Thomason

paid and are ready to leave, I’ll drop my business card in,” she says. “I know that calling customer support can take awhile, and there are a lot of issues we can resolve in the

The fine print can change everything. “There can be lots of little details customers might

as much as possible. “I know some peo-

of times where someone is either upset at

not see right away,” she says. “Maybe a dis-

ple don’t come in because they think we’re

Verizon or the fact they broke their phone,

count doesn’t show up the first billing cycle,

going to hustle them into a sale,” she says.

or whatever reason they needed to buy a

or maybe a discount is broken up over sev-

“But I always look to make their dollar go

new one. They give a low score on the sur-

eral payments. Customers can get upset be-

further. Customers appreciate that.”

cause they’re not going to read the fine print,

vey, but still leave a comment that “the rep was great.” Telling our customers that the

so making sure they understand the promo

ASK FOR A “10”

survey directly impacts us avoids any out-

and are happy with it is huge.”

Dave says there are a number of things

side factors like that completely.”

BE AUTHENTIC

you can do to get a higher score, one of

It’s not always natural to ask for a good

which is simply making sure the customers

review, but even as a customer herself,

Blake has only been a manager for three

know they are going to receive a survey

Kayla says she’s more likely to fill out a

months, but he’s been with RC for three

after their interaction with you and that a

survey if she’s told about it. “Once I know

years, so he knows it’s important to be au-

high score can help you. “What has the

the sale is complete and their info is trans-

thentic. “Customers will form an opinion of

most impact is to bring the survey up,” he

ferred to their new device, I’ll ask for a 10,”

you during the first minute of your interac-

says. “When they respond positively to it, I

she says. “But I make sure they’re happy

tion,” he says. “Be genuine with your cus-

will tell them to keep an eye out for the sur-

with the transaction first. I forget about

tomers. Don’t just be a salesperson.”

vey and make sure to give us a 10. Make

surveys all the time, but if someone tells

sure to mention that the survey reflects

me to keep an eye out for one, I’ll fill it out.

ers to feel comfortable is letting them know

directly on us as reps and how our inter-

And the surveys get sent to the customers

she’s going to help them stretch their dollar

action went here today. I have had plenty

quickly, which is good.”

One way Kayla helps get her custom-

Photos courtesy Russell Cellular

RUSSELLCELLULAR.COM

EMPLOYEE EXPERIENCE

COMMUNICATION

RC’S NEW MESSAGE To go with RC's new brand guidelines, the company is rolling out a brand strategy to explain the heart behind the brand. BY SUSAN ATTEBERRY SMITH

When Marketing Manager, Sarah Rogers, joined Russell Cellular in 2020, she wanted to be able to explain to people why RC does what it does and make it easier for the RC team across the country to understand the heart of the brand. To do that, RC rolled out a clear brand strategy in July. It’s not about changing the company logo or letterhead, Sarah says. “It’s about providing the brand with its own personality, so anyone who interacts with the company, whether it's a team member or a customer, will know what to expect from us. To create that personality, it was time to vocalize RC’s brand foundations.” That included the brand promise, which is the company’s guarantee that it will work to find the right solution for each person; the brand foundation, which is to care for every person; and RC’s

going to the heart of it: 'Care for Every Person.'

actions. We should all have the willingness

brand benefits of personalized care, community

Here’s how:

to help each other and connect as a team.

service and best-in-class products. Here to explain how this new brand strategy can be lived out each day is Director of Learning and Development Kurt Reinhart. “There will always be a tension when a com-

For leaders, it’s important to learn about

CARE FOR CUSTOMERS AND YOUR TEAM MEMBERS

each team member’s personal needs. This will help leaders understand what motivates

If you work in a Russell Cellular store, follow

their team. With a smile and genuine con-

the J.A.M.E.S. process, which is all about

cern, we need to lean into each day with op-

providing individualized and personalized

timism that anything is possible when we do

pany defines its brand and asks team members

care. J.A.M.E.S. comes in handy especially

it together.

to deliver it in what they do and how they do

as you greet customers. If you work at the

it. They might ask, ‘Do I have to deliver some

home office, you can live out the RC brand

THINK OF WHAT MATTERS: COMPASSION, CONNECTION AND CELEBRATION

kind of automated script, or can I be myself and

by providing each of your team members

allow my personality to play a part?’ I say yes;

with individualized help based on what they

be yourself! That is why we hired you. Nothing

need. Then on a larger scale, companywide,

If someone is down, be there for them. Get

amplifies a brand more than authenticity.

it’s important to exhibit the RC core values

to know each other, and join RC Cares proj-

Once you take ownership of the brand and

integrity, expertise, initiative and service

ects. Show appreciation even in the smallest

figure out how your voice fits into it, it’s easier to

each time you interact with a customer or

ways. Win together. #BetterTogether.

begin making the brand part of your day-to-day

team member.

work. To help, Marketing and Sales Operations provide coaching and insight into how work behaviors impact our brand. So what are the concrete ways we can deliver our brand each day? Let’s start simple by 12

RC CONNECTIONS / FALL

If we focus on these actions and own our personal and collective responsibility in living

LOOK AT EACH WORK SITUATION AS A WAY TO BUILD RELATIONSHIPS

out “Care for Every Person” we can make

Attitude is important, which is why we strive

come naturally. Our promise will be second

for optimistic, genuine and supportive inter-

nature. Our character will be evident.”

our mission come true. Our core values will

Photo courtesy Russell Cellular

Russell Cellular has partnered with Anthem and LiveHealth Online® to bring you convenient healthcare anywhere. Using LiveHealth Online, you can have a private and secure video visit with a board-certified doctor or licensed therapist on your smartphone, tablet or computer with a webcam. It’s an easy way to get the care you need at home or on the go.

If you’re feeling anxious or having trouble coping on your own and need some support, you can have a video visit with a therapist using LiveHealth Online. Make an appointment in four days or less at livehealthonline.com or on the phone at 1-888-548-3432 from 7 a.m. to 7 p.m., seven days a week. Evening and weekend appointments are available. You can get help for anxiety, depression, grief, panic attacks and more. 2

When your own doctor isn’t available, use LiveHealth Online 24/7 if you have pinkeye, a cold, the flu, a fever, allergies, a sinus infection or other common health condition. A doctor can assess your condition, provide a treatment plan and even send a prescription to your pharmacy, if it’s needed. 1

How to get started Rather than waiting to sign up when you’re not feeling well, register today so you’re ready for a visit when you need one. To sign up, visit livehealthonline.com or download the free LiveHealth Online app to your mobile device. Next, you: 1. Choose Sign Up to create your LiveHealth Online account. Then enter information like your name, email address, date of birth and create a secure password. 2. Read the Terms of Use and check the box to agree. 3. Choose your location in the drop-down box of states. 4. Enter your birth date and choose your gender. 5. For the question “Do you have insurance?”, select Yes. Be sure to have your Anthem member ID card handy to complete your insurance information. If you choose No, you can still enter your insurance information later.

59968MUMENABS_MP VPOD 03/17

6. For Health Plan, in the drop-down box, select Anthem. 7. For Subscriber ID, enter your identification number, which is found on your Anthem member ID card. Select Yes if you are the primary subscriber or No if you are not the primary subscriber. 8. Insert a service key if you have one. If you don’t have a service key that’s OK, this is optional and not required to register. 9. Select the green Finish button.

LOOKING BACK Robert Lister has been with RC for 20 years. He's seen a lot change and a lot stay the same.

RC CONNECTIONS / FALL

Photo by Leah Stiefermann

PLUGGED IN

ROUND TABLE

WHAT IT REALLY MEANS TO BE THE BEST CFO Robert Lister shares that after 20

RC has faced some challenges over the

years, he still believes RC is the best

years, especially during COVID. First and fore-

place to work.

most, we had to take care of our team, their

AS TOLD TO RAE SWAN SNOBL

health, safety, and wellbeing. On the positive

I started working for Russell Cellular 20 years

financial forecast really fast! Our banking part-

side, we also learned that we could revise a ago during my last semester of college while

ners were naturally very concerned about

completing my accounting degree. I had

what might happen to RC. Our Controller, Bart

a friend who was a Sales Rep for RC, and

Harris, did an incredible job of finding a way

he mentioned the opening for an Executive

to revise our forecasting daily for them. We

Assistant, which handled accounting work,

strengthened our relationship with Verizon and

too. I thought it would be a great way to end

had to do some internal reflection on projects

my college career and gain some real-world

and stop several of them. I am not sure if we

accounting experience while finishing my de-

learned more during COVID or just re-empha-

gree. I loved the company and never left. I

sized good things we were already doing. In

worked my way up from Executive Assistant

the moment, we did what was needed to take

to Accounting Manager then VP of Finance,

care of everyone.

and now CFO where I oversee the Accounting

I have made many mistakes during my ten-

and Finance functions of the organization

ure here, but, when making any mistake, the

along with our Employee Services team.

best thing a person can do is raise their hand,

I’ve seen a lot of changes since starting

“I HAVE MADE MANY MISTAKES DURING MY TENURE HERE, BUT, WHEN MAKING ANY MISTAKE, THE BEST THING A PERSON CAN DO IS RAISE THEIR HAND, ACKNOWLEDGE THE MISTAKE AND BEGIN THE PROCESS OF BEING A PART OF THE SOLUTION.” —Robert Lister

acknowledge the mistake and begin the pro-

ther and mother. The amount of time they have

with the company, but our values are unwav-

cess of being a part of the solution. Everyone

spent over the years coaching, being patient,

ering. Technology has played a huge role in

will make mistakes. It is how you react to that

leading by example and carefully listening have

the changes we have made to RC over the

mistake that matters often more than the mis-

been invaluable to me.

years. Twenty years ago, everything was

take itself. As RC team members, we should

In the future, we want to continue to try to be

done on paper, so we went through a lot

always be looking to grow and learn. This

the best version of Russell Cellular we can. We

of reams of paper and a ton of highlighters.

comes in many different forms such as reading

do not want to be the biggest, or sell the most.

Now, we have software to do what we need

books or articles, but it can also be as simple

While those things are nice, we simply want to

in many instances. At its core, our culture has

as discussing your career path with a leader

be the best we can. That is what drives us each

stayed the same since I started. We are still

and putting markers down to achieve. That’s

day. I believe our simple mission statement of

a family-run organization. Any team member

what I did, and it paid off big time.

can make a difference here if they choose to,

I love the culture of RC and the opportu-

providing the best experience to every customer every time has an incredibly far-reaching

which is an incredible thing. I believe the ad-

nity we have to influence our team members

meaning. We can take this statement and ap-

dition of our RC Cares team and RC Life have

and customers in a positive way every day

ply it to our job, coworkers, spouses, family and

helped us maintain who we are culturally at

we come to work. Jeff and Kym Russell are

friends. I love the statement and try to live it out

our core. If you come to work with a positive

very special to me. They both not only set an

in many different facets of my life. If we continue

attitude and put forth your best effort every

incredible work example but also incredible

to strive to be the best we can each day, good

day, good things will come to you here.

examples of being husband and wife, and fa-

things will come. RUSSELLCELLULAR.COM

PLUGGED IN

GROWTH SPURT

50+ NEW AGENT LOCATIONS WITH NEW AGENT OWNERS

GROWTH SPURT How does Russell Cellular continue to grow? One of the ways RC grew in 2021, was by starting a brand new program called the Agent Partner Program. The program allows stores, run by individual owners, to become subagents for RC. It provides resources to the subagents under the RC umbrella that they wouldn’t have access to without RC, and it helps RC continue to grow and strengthen its partnership with Verizon. We talked with the new Area Vice President of the program, Khris Stillman, about the project and its impact on Russell Cellular.

Khris

says

there

4 STATES So how many states does Russell

are

Cellular belong to?

more than 50 new stores working under the

Four more thanks to the Agent Partner

RC umbrella, which are owned by nearly 20

Program. The program started June 1 of

owners. Before becoming agent partners,

2021, and by August 1, the program had

these stores were run individually and didn’t

added four new states to RC’s footprint.

have access to as many resources, such as

Since taking on Agent Partner stores,

specialty tech support. The RC Information

RC has expanded to Minnesota, New

Technology department is now able to pro-

Hampshire, Wisconsin and Maine, and

vide advanced security testing to make sure

RC’s footprint continues to grow thanks to

customer information is protected.

the program. “It does strengthen RC over-

The agent-run stores are also able to tap into RC's purchasing power and support

all,” Khris says. “Through this opportunity, RC has a whole new sales channel.”

teams, Khris says. It’s easier for these stores to get more of the latest products in a timely

In total, RC has a presence in 42 states now.

manner with RC behind them.

200+ AGENT TEAM MEMBERS AND THREE RC TEAM MEMBERS

BY KAREN BLISS

While team members that are hired through an Agent Partner store are not technically RC employees, the program does give those new hires additional tools and resources at their disposal. It also gives those team members the chance to receive RC support when they have questions or challenges. The Agent Partner Program has added over 200 team members to the RC umbrella. “It does provide RC with another avenue of growth on the front line,” Khris says. Along with those 200+ new faces, three new team RC members, including Khris, who started in midApril, were hired directly for RC by August, simply to manage the Agent Partner Program.

INBOX RC: What should I do if a con-

for the in-store transfer to finish,

J.K.: The security software in-

the answers to your frequently

tent transfer for my customer

or they can choose to transfer

stalled on the iPads goes inac-

asked questions. This issue,

could take a long time?

data at home. RC has support

tive after an extended period of

we asked Jon Keatts, Director

J.K.: It’s important to set the

for either option.

time without use. You need to

of Information Technology,

expectation for the customer

Each issue we focus on finding

reach out to Helpdesk for assis-

about the questions RC team

beforehand, so they aren’t sur-

RC: OMNI Mobile on our iPads

members ask the IT department

prised at the end of the trans-

seems to be broken often. Is

the most often.

action. This way the customer

there something I can do to pre-

to OMNI on your iPads at least

BY KAREN BLISS

can make the decision to wait

vent this from happening?

once every week.

RC CONNECTIONS / FALL

tance to re-deploy the software. You can avoid this by logging in

PLUGGED IN

TECH TALK

DEVICE DEMANDS Andrew Howe and Chance Morlan lead RC's Inventory Support team.

STOCKED, SHOPPED AND SHIPPED

RC’s entire supply of devices and accessories

“We’ve leveraged our relationships to se-

from store to store. To pull off this goliath task,

cure additional inventory when it is available.

the group works in four segments, according to

Although we have been impacted by the short-

Chance Morlan, Inventory Manager at RC.

ages, we have been able to minimize the im-

First, there is an inventory control team,

pact.” Andrew says. “Right now, manufactur-

which is responsible for maintaining store in-

ers can’t make enough product to even meet

ventory. Second, there is a group dedicated

the demand.” To stretch its limited inventory,

to inventory purchasing, which orders sellable

Andrew, Chance and the rest of the team care-

equipment for RC stores. This group also

fully track how many devices are in each store.

makes sure RC is ordering the newest devic-

If one store is sitting on extra devices, like the

es and keeping inventory in a “healthy position,”

popular A Series from Samsung for example,

Chance says. Third, inventory protection lo-

the Inventory Department can reroute those de-

cates missing inventory, works with RC vendors

vices to another store where sales are up but

and assists with RC’s Trade-In program. Last,

inventory is low. This is called rebalancing, and

shipping and receiving makes sure all inventory

Andrew says it’s key to the company’s success.

shipments make it to or from RC’s Home Office

If RC simply can’t get ahold of an in-de-

to the proper store. Additionally, shipping and

mand device, Andrew and the team have a plan

receiving makes sure defective or non-sellable

B. “If one model is going to be out of stock, we

equipment is returned to vendors.

try to transition to a similar device and buy up

If that was confusing, it’s okay. The Inventory

on that one,” Andrew says. “It’s tough. We hold

return a defective device? There’s one team

Department has a big job to do with lots of

weekly calls discussing supply availability with

you should turn to.

moving parts, and those parts can change day

manufacturers, Verizon, and our distribution

Need a new shipment of devices or need to

BY KAREN BLISS

If you’ve ever wondered how RC keeps track

to day. A good example of this is the current

partners. We strive to identify potential gaps in

shortage of devices. This isn’t an RC issue;

supply and alert the RC team so they can focus

it’s a global issue compounded by COVID. “In

sales on different devices that are available.”

addition, there’s a global shortage of chip sets,

The good news is this problem isn’t just

of its product inventory when RC stores are

so that’s impacting all manufacturers,” says

affecting Russell Cellular, but the bad news is

spread out across the country, look no fur-

Andrew Howe, Director of Inventory. Back in

there’s no end in sight just yet. But don’t fret.

ther than the RC Inventory Team. Located at

March 2021 when Andrew and the Inventory

The Inventory Department is on a mission to

the Home Office in Battlefield, Missouri, the

Department got wind of the possible shortage,

keep stores stocked with popular devices.

Inventory Team keeps track of all products in

they started looking for ways to procure as

They’re on the phone calling manufacturers,

all the RC stores. It purchases devices and ac-

much product as possible. When they maxed

they’re on the computer tracking store inventory,

cessories, ensures products are shipped to and

that out, they put in orders for future products,

and they’re reading forecasting reports to help

received by stores correctly; recoups potential

so as soon as a device was ready, RC would be

guide them. So you’re not alone out there; the

losses from defective device returns, and tracks

at the top of the list.

Inventory Department has your back.

RC: What should I do if I have a

cycle on the payment device, or

J.K.: You can always leave IT a

store full of customers, and our

Helpdesk is able to reach out

voicemail by calling the home

payment device stops working?

and help you resolve the issue.

office number and selecting

Have a question you’d like

Option 2.

us to answer? Send your

J.K.: If the payment device

Leave your name,

YOU’VE GOT MAIL

becomes inoperable, feel free

RC: What should I do if our

location and a description of

inquiries to RCconnections@

to utilize the “Pay Anywhere”

internet is down at the store,

your issue. You can also have

russellcellular.com.

feature in RQ and RQMobile

and I can’t log into my systems.

a team member or your DSM

to complete your transactions

How can I contact IT without

send a message to us for you.

until you can attempt a power

any access to my email?

Photos by Leah Stiefermann

RUSSELLCELLULAR.COM

DEAR JAMES Do you know James? He’s only RC’s average customer and the name behind the company’s core sales process, so if you don’t yet know James, it’s time to change that. BY ETTIE BERNEKING

If you’ve been at Russell Cellular for a

ever since then, J.A.M.E.S. has become a

That means new hires talk about

while—actually, even if you’re new—you’ve

pretty big deal at the company. Nathan got

J.A.M.E.S., they practice the behaviors

probably heard of J.A.M.E.S. But do you

the idea for J.A.M.E.S. while at a meeting

and then get hands-on experience even

know where J.A.M.E.S. came from?

with another Verizon Authorized Retailer.

before officially starting on the sales floor.

The acronym stands for Jump Up and

“This other company was trying to teach

“We don’t take this lightly,” Tina says.

Greet the Customer, Ask Questions, Make

their team about their typical customer,”

“J.A.M.E.S. is a big deal here.”

Recommendations, End With A Sale and

Nathan says. “That gave me an idea. We

Overall, little about J.A.M.E.S. has

Set Up For Success. “It stands for the set

needed to find a better way to communi-

changed since it was first rolled out in 2015,

of behaviors that we’ve found to be the

cate our sales process to the sales team,

but one section—the J—now has five

best sales process,” says Tina Crewse,

so I wondered if we could put a name to it.”

steps. Those are: jump up, connect with an

Sales Operations Manager at RC. “The

Nathan looked up the most common RC

RC greeting, build common ground, ask if

goal of James is to help provide a sales

customer name, and “lo and behold, the

it’s for personal or business and give them

process that the sales team can follow to

first name that came back was James.” It

an affirmation like “I can help you with that.”

provide the best wireless experience to

was perfect. James has five letters, and the

The goal is to set out actionable and

every customer every time.”

RC sales process has five steps. Just like

repeatable steps the sales team can fol-

that, J.A.M.E.S. was born.

low, but if anyone has questions or wants

Tina actually joined RC before there

was a J.A.M.E.S. process, and was a

Now, every new hire at RC goes through

help with part of the process, Tina says

District Manager for several years before

a 10-day training period, and Tina says by

they can always ask their store manager

the company rolled out a systemwide

day two, they’re already being introduced

or DSM or call RC’s virtual trainers who will

sales process. Instead of having a process

to J.A.M.E.S. On day two, new hires delve

role play with a rep if they want to practice.

sales reps could follow with a customer,

into J and everything it means. Day three is

And speaking of questions, we rounded

Tina says reps mostly winged it. “You just

all about the A and so on until each letter

up a bunch of RC top performers to pick

greeted your customer and ran with it. But

of J.A.M.E.S. has been thoroughly covered.

their brains about each step of J.A.M.E.S.

James made it so much easier.”

“We’ll role play and practice each step of

to learn what works for their stores, what

J.A.M.E.S. became the new sales pro-

the process, and then we encourage them

lessons they have learned and what advice

cess in 2015 thanks to Nathan Mindeman,

to go observe a store and watch their peers

they have for other reps.

Vice President of Sales Operations, and

and see that behavior in action.”

RC CONNECTIONS / FALL

Photo by Leah Stiefermann

RUSSELLCELLULAR.COM

JAMES

JUMP UP AND GREET THE CUSTOMER “I think the J is all about acknowledg-

ment. At our store, we’re busy nonstop, so we don’t always have the ability to meet people at the door. That doesn’t mean you don’t greet customers; it just means it might look a little different. If we can’t greet them at the door because we’re already with a customer, then we make sure to ask the current customer if they could excuse us for just a second so we can go greet whomever just walked in. That initial greeting is huge. It allows for an immediate one-on-one connection. Seriously, the last thing you want is for your customer’s experience to feel like a sale. Be engaged, and don’t make them feel rushed. It’s our job to make them feel comfortable, and that doesn’t start by making recommendations or breaking down numbers. It starts by saying hello.”

“I’ve worked at several RC locations,

“I make sure to make eye contact and

and each has its own strategy when it

make a customer feel at home when

—MATTHEW FANNING,

comes to J, but either way, this is the

they walk in the door. But of course I

WARRENTON, VIRGINIA

most important part of J.A.M.E.S. It’s

see the same customers almost every day.

the start of the customer experience. At

We’re in a smaller market, so we make be-

our store, we greet them at the door and

tween 180 to 200 sales a month, and the

implement H.E.A.T. That stands for hear

town is very east Texas. That means it’s

them out, empathize, apologize if they’re

country living out here for sure. We’re a little

having an issue and tell them what you’re

more laid back here. Customers just want

going to do, which is how you’re going to

to know someone is here to help them.

help. H.E.A.T. is something I learned in my

They’re not just coming in for a phone and

many years at Verizon, and it’s something

then leaving. Making them feel at home is

that’s stuck with me.”

key when most of them are regulars.”

—JUSTIN PADILLA,

—BRENT WAITS,

VALDOSTA, GEORGIA

SULPHUR SPRINGS, TEXAS

“This is all about meeting the customer.

of us immediately greeting customers. The

I try to meet them at the door or as close to

key is reading body language, and taking

the door as we can. Even with COVID, we

the time to greet a customer gives you the

all masked up, but it was still business as

chance to read them. ”

"CUSTOMERS JUST WANT TO KNOW SOMEONE IS HERE TO HELP THEM. THEY’RE NOT JUST COMING IN FOR A PHONE AND THEN LEAVING." —Brent Waits, Sulphur Springs, Texas

usual. That meant we still greeted each customer. Providing this kind of greeting really

—CONYA TIMS,

becomes the norm for our team, especially

DOUGLAS, GEORGIA

for a new team member. They see the rest

20 RC CONNECTIONS / FALL

Photo by Leah Stiefermann

JAMES ASK QUESTIONS

"ESPECIALLY IF SOMETHING IS NEW, OUR CUSTOMERS ALREADY KNOW ABOUT IT." —Brent Waits

“This is the easiest part of J.A.M.E.S. It’s important to get to know your customers and what they need. This is an 80/20 Apple to Android market, so anything Apple makes, our customers are curious about. Especially if something is new, our customers already know about it. I have one team member who has been with me for seven years, and he’s a big Apple fan. We always know when Apple has something coming out, so he’s always on top of new Apple products and can fill in the rest of the store.” —BRENT WAITS

“To me, this is the most important part

“The best question to ask is how

they’re trying to get in and out. More

of J.A.M.E.S. If we don’t ask the right ques-

is your day going. It makes it more

generic questions to ask might focus

tions, most customers don’t know what to ask

personal rather than jumping right into

on their hobbies, and this gives you a

or what the problem is. It’s sometimes as simple

a sale. You’re making an authentic

better idea of how they might use their

as asking what’s brought them in or what are

personal connection this way, and

device. That too can help you make a

they looking to do on their phone or what does

you can get a better feel for what your

recommendation of a product.”

their daily life look like on their phone. It doesn’t

customer needs. Their response will

have to be cutthroat with questions about what

tell you if they have time to talk or if

—JUSTIN PADILLA

buildup to get to know them and how they use

“The first question I always ask

important to ask questions to under-

their devices. I can’t tell you how many times

is what brings them in and how

stand what a new customer might need

customers say they hate going into stores be-

can I help them. From there, they’ll

from their device. Do they need a new

cause they feel pressured. I joke and say, ‘Me

tell me what they need or I’ll pick up

phone or a new case or a new watch?”

too!’ Asking the right questions is about making

on some clues. These days, customers

them feel at home and reducing the pressure to

are needing phones. We’re seeing an

buy something.”

increase in device sales. Right now,

phone they want. It’s more about asking suggestive questions as you go. Really, this is a

—CONYA TIMS

everyone seems to need a new phone —MATTHEW FANNING

Photo courtesy Brent Waits

no matter the age. That’s why it’s so

RUSSELLCELLULAR.COM

22 RC CONNECTIONS / FALL

Photo Photos byby Leah TK Photographer Stiefermann

JAMES MAKE SUGGESTIONS

“I look at this part as building rapport with

“I tell people I’m not a car salesman.

It’s important to give a customer options

people. If I ask the wrong questions I’m losing that

I’m not going to pressure a customer into

instead of telling them this one product is

customer. I can’t make clear recommendations un-

buying something. I’ll learn what they’re

what they need. It’s about keeping your

less I ask the right questions. I don’t want to make

looking for and make suggestions, but I’d

customers coming back.”

recommendations based on what I think you want.

rather lose a sale than make someone mad

I want to make recommendations based on what

by suggesting a device that they later hate.

— BRENT WAITS

questions. I’ve seen where people get lost in the

“First of all, it’s not just about the sale;

end up wanting their old device back. Taking

short-term goal of selling. They end up losing the

it’s about meeting a customer’s needs.

the time to make it clear you’re here to help

focus on making the customer feel comfortable. I

A lot of our customers will come in and won’t

them find the right device and not just here

always say slow and steady wins the race, and if

know exactly what they want. For instance,

to make a sale is big. That’s how you get

you make a customer feel comfortable, they’re go-

maybe they’re a Galaxy user, but they’re

repeat customers. It’s why I have customers

ing to tell their friends and come back. They’re go-

looking at an iPhone. They probably don’t

who are regulars, and they’ll come back and

ing to keep this in their mind when someone says

know what questions to ask. You can tell

bring a family member or friend. They’ll tell

Verizon or ‘Hey, nice new phone.’”

they’re unsure, so you walk them through

them to go see Mrs. Conya. I love that. ”

you’re saying you need. And for me, I can make good recommendations by taking the time to ask

the options and make sure it’s exactly what —MATTHEW FANNING

they’re looking for. You’d hate for them to

—CONYA TIMS

"IT ALL TIES BACK TO WHAT THEY FIND IMPORTANT. IF IT’S NOT IMPORTANT TO THEM, THEY WON’T BUY INTO IT." —Justin Padilla

“Your device suggestions can change drastically based on the answers customers give to your questions, so really this is a chance to look for additional opportunities. If you find out they like fitness, you might explore watch options. It all ties back to what they find important. If it’s not important to them, they won’t buy into it. Also, new devices come out all the time, so you have to stay up to date. Google is my best friend. We also watch training videos for new devices and then compare the specs to the previous model to understand the new features and answer customer questions.” —JUSTIN PADILLA

Photo courtesy Justin Padilla

RUSSELLCELLULAR.COM 23

JAMES END WITH A SALE

"IF THEY START TALKING SLOWER AND SECOND GUESSING THE PURCHASE OR ASKING AGAIN ABOUT THE PRICE, YOU KNOW YOU MIGHT NEED TO FIND A DIFFERENT DEVICE THEY LIKE BETTER." —Conya Tims

“When I am actually selling a

them through the different features

device, I talk with customers to

to figure out which is the best fit.

make sure all their questions

Talk about the different battery lives,

are answered and they have the

the sizes… the camera capabilities.

accessories they need. I will say

All of those things matter. And be

that one indicator of their interest in

sure to make this interactive. I like

making a purchase is whether or not

to have customers actually handle

they’re interested in accessories. If

the phone. I had one customer who

they start talking slower and sec-

used the zoom feature on a phone

ond guessing the purchase or ask-

to zoom in on the Walmart across

ing again about the price, you know

the street. She could literally see the

you might need to find a different

milk in a customer’s shopping cart,

device they like better. But if they

and that sold the phone.”

ask how much it’s going to be, walk them through the bill. Especially

—CONYA TIMS

when it comes to each phone, walk

“This

going

“I look at this as your time to build

might need. It could be setting up Gmail or

to finalize everything and get

repeat customers. That’s important. The

autopay or answering their questions. I get

the final confirmation from the

friendlier you are with a customer, the more

customers who come in every day with just

customer that they are in fact

likely they are to come back when they have

questions.”

interested in a purchase. I make

future needs. A lot of our customer service

sure we go over the promotions they

is about helping them with anything they

—BRENT WAITS

ready to make a purchase, that

“I don’t necessarily look at this step

cool. I respect that, and I want them to feel

likely means we haven’t explained

as getting a box out that day. I don’t

comfortable with me and come back to see

something well enough, and we

disagree that getting a sale that day is im-

me. That happens all the time, and this is

need to go back through the CET to

portant, but if I can make a customer feel

where I’ve found the most success in this

see where we missed something. It

comfortable, that’s my goal. Is my goal to

job.”

might just be a question they didn’t

end with a sale? Yes, but is that a realistic

ask or a question we didn’t answer

goal every time? Probably not. My job is to

well enough.”

connect with a customer and make recom-

where

we’re

qualify for and make sure we’re on the same page. If a customer isn’t

—MATTHEW FANNING

mendations based on their needs. So if they —JUSTIN PADILLA

24 RC CONNECTIONS / FALL

leave and say they want to think about it,

Photo courtesy Conya Tims

JAMES

SET UP FOR SUCCESS

“Along with J, this is a heavy hitter. This is where you’re going to set their phone up and make sure they leave with a working device. But this is also where you should ask them to give you a 10 on the customer survey. If you’re not talking about the survey with your customer, they won’t fill it out. This survey is really important in our business. It gives you a chance to get feedback on the customer experience.” —JUSTIN PADILLA

“This goes back to making sure our cus-

“Really, you should be going over the

them know they can call the store if they have

tomers are ready to use their device as

phone, the bill, the tech support from the

any questions. A lot of our older customers

soon as they walk out of the store. But

very beginning, so by the time they’ve

don’t always understand the new features on

you also have to ask them if they have any

made a purchase, you’ve brought them

phones. I go over the phone with them a few

questions before they leave. You want to

along on the journey. Once the sale is done,

times and have them show me they under-

make sure they feel comfortable with their de-

you should go over everything again and let

stand, but I always tell them they can come

vice before they walk out the door.”

them know what will happen next, even if it’s

back anytime for help.”

just tech support that they need. But hon—BRENT WAITS

estly, setting them up for success is letting

—CONYA TIMS

"I WAS TAUGHT A LONG TIME AGO TO TELL PEOPLE, SHOW PEOPLE AND HAVE THEM SHOW YOU." - Matthew Fanning

“People are often overwhelmed with

would like to be shown how to do some-

these devices and don’t know what

thing. That simple question allows you to

questions to ask. It’s my job to set the

gauge customers’ abilities. I was taught a

tone and help my customers follow along

long time ago to tell people, show people

with what’s happening. An example of this

and have them show you. I take that same

is I just ordered two phones for a couple,

method and use it with customers. It could

and before they left I recapped what we just

be as easy as adding a new contact to a

did and what will happen next. ‘This is what

customer’s phone. This rapport starts at

your next bill will look like, this is what we’ll

the beginning of meeting a customer. If you

do on your next visit once your phones are

don’t start setting them up for success and

in. Here is how you can connect with a tech

get them comfortable, you’ll be climbing

coach if you have questions.’ It’s all about

uphill, and they won’t be as comfortable

being thorough and leaving a customer with

asking questions.”

peace of mind. If you’re not sure how much help a customer needs, just ask. Ask if they

Photo by Leah Stiefermann and courtesy Matthew Fanning

—MATTHEW FANNING

RUSSELLCELLULAR.COM 25

THE ROAD TO SUCCESS Top store managers and key corporate players explain what it takes to run a successful store. BY VIVIAN WHEELER

TEAMWORK MAKES THE WORLD WORK Gabby Arnold and Nicole Valentine work in the Operations Department and help each store with store audits, fixtures and property maintenance issues.

26 RC CONNECTIONS / FALL

Photo by Leah Stiefermann

EYE ON THE PRIZE

Device sales is key to RC's success, so it's had to adapt to all kinds of changes to make sure customers feel safe coming into stores to purchase a new phone, case or accessory. Touchless retail features have been a big part of that change.

t a glance, the path to a successful store seems straightforward—take a left at Customer Service Road and keep going till

you hit Sales Targets Lane. But if you take a closer look, you’ll see a route filled with stops, turns, roundabouts and even a few jughandles (shout out to the Jersey team members!). It takes a lot of little steps to get where you want to go, and, as with any journey, having detailed directions is imperative to a smooth trip. That’s exactly what you’ll find here. Experts dive deep on how to run a successful store, sharing hardwon lessons and practical tips. So, buckle up

to what’s happening outside of the market and

those touchless features will stick around after

and enjoy the ride.

tries to anticipate how those factors will affect

pandemic. As for device shortages, Lexi Holder,

the day-to-day operations of his store. For ex-

a store manager in Danville, Illinois, who was

ample, “When COVID-19 first hit, we changed

recently promoted to DSM, has some advice.

SALES It’s no secret that meeting sales goals is a top

our working model to a curbside model before

“Customers are coming in and asking for

priority for any Russell Cellular store. Or, as

Verizon and RC really pushed it,” he says. “And

devices we don’t have,” she says. “The top

Aaron Myers likes to say, “the scoreboard is

they were looking to us for how we were doing

thing I tell my team is to explain to customers

the boss.” Aaron has been the manager of the

it because we were doing it so well.”

what’s going on. Customers are more under-

Unionville, Connecticut, store for three years,

For Connor Prewitt, manager of the Beverly,

standing if they know the why.” Lexi also sug-

and he also is the small and medium business

Massachusetts, store, his sales strategy lies in

gests sales reps recommend another device

matter expert for his district. The scoreboard is

the art of conversation. Connor started at RC

that could meet the customer's needs. It might

a series of KPIs that a store is required to meet

as a sales rep in 2019 and was quickly promot-

not be what they came into the store to buy, but

each month. However, in order to excel in sales,

ed to manager. He likes to take a conversation-

it could work and fix their problems right then.

Aaron stresses the importance of managing

al approach to client interactions. “I don’t ever

“Utilize the devices we do have in stock,”

beyond the month. “We work in an industry

feel like I’m being too salesy,” he says. “I just

she says. “Sometimes a customer can’t wait

that is really difficult for a lot of folks to see be-

have conversations with my customers. They

on a device, so mention that you have a similar

yond the window of the month,” he says. And

might mention they have a kid who’s hitting the

device in stock that will meet their needs.”

it’s important to keep a big-picture perspective.

age where they could use a phone or maybe

To help avoid sales tunnel vision, Aaron takes

they could use an Apple watch.” By building

CUSTOMER SERVICE

advantage of the abundance of data available

a connection with customers and listening for

Excellent customer service is another hallmark

to team members.

details he finds all sorts of sales opportunities.

of a successful RC store. Leah Evers, a store

By looking at data from the previous year,

Connor uses his customer service skills to help

manager in Pocahontas, Arkansas, believes

he can anticipate what’s coming down the

drive sales, which makes perfect sense as sales

above-and-beyond customer service is what

pipeline and help prepare his team for next

and customer service go hand in hand.

sets RC apart from other stores that carry

month’s focus. Digging into data can also un-

But sales these days have been impacted

Verizon services. “There’s a lot of stores that will

earth merchandise categories that might be

by COVID. Not only were customers hesitant

just get you in and out,” she says. “We’re dif-

overlooked. If he knows 10 percent of his cus-

to come into stores, but the pandemic has

ferent because we do everything.” That means

tomer base uses a basic cell phone, but his

caused a device shortage nationwide. To pro-

making sure everything is set up and working

district only sells one a month, then he knows

tect customers and the RC team, the compa-

on a customer’s phone before they leave. It

that even though basic phones aren’t a top-pri-

ny rolled out several touchless retail methods

also means helping customers when inevitable

ority product, there’s an opportunity to increase

to make it easier to complete a sale without

problems arise. Leah says her team does all

sales in that category. He also pays attention

having to touch a customer’s phone. Many of

they can to make customers’ lives easier.

Photo by Leah Stiefermann

RUSSELLCELLULAR.COM 27

makes sure the customer has contact informa-

"IF A CUSTOMER WALKS INTO A VERIZON STORE ACROSS THE COUNTRY, WHETHER IT’S OPERATED BY VERIZON CORPORATE OR BY AN AGENT SUCH AS RUSSELL CELLULAR, THEY WANT THAT CUSTOMER EXPERIENCE TO BE THE SAME."

tion of the person who can. Leah and Lexi see

—Sarah Rogers, Marketing Manager at Russell Cellular

Lexi shares Leah’s commitment to customer service. “My biggest thing with my team is every customer that leaves our store needs to leave happy,” she says. And if for some reason they can’t fix a customer’s problem, Lexi’s team

the results of their team’s excellent customer service daily. They consistently have customers

take ownership of their role at RC. Maybe they

products and services. Along with using them

asking for sales representatives by name. “And

want to be an in-store expert on Apple prod-

himself, Aaron encourages his team to take

when they need a new phone or have a ques-

ucts, or maybe they want to take the lead on

advantage of these modules. “When you have

tion about their bills, they’re gonna come talk

RC Cares initiatives. Whatever it is, each team

downtime, you have to get yourself engineered

to us,” Leah says. “They’re not going to go to a

member has a chance to find their passion and

to fill that time with productivity,” Aaron says.

corporate store, they’re not gonna call 611 be-

own it. This is one of the biggest keys to suc-

Managers can track employee training through

cause they are going to take the time to come

cess Nicole Valentine, Operations Manager, has

Catalyst, an online portal. Aaron uses Catalyst

to the store and see us.”

seen at stores. “The thing that sets stores apart

to understand which subjects his team has

So how do you create a work culture ded-

in my perspective is a team member who is tak-

confidence in and which subjects they don’t.

icated to excellent customer service? It starts

ing ownership of their store,” she says. “When

That way he can tailor training to specific needs.

with the hiring process. “Customer service is

they take ownership, they perform better and

the number one conversation I have during in-

are invested in their success.”

STAYING ORGANIZED

terviews,” Lexi says. Lexi looks for candidates

A lot of the time that training takes the form

With all the pressure to hit sales quotas, provide

she knows will be able to connect with custom-

of on-the-spot coaching. Leah often debriefs

excellent customer service and develop staff,

ers. The same goes for Leah. When hiring, Leah

with her employees after customer interactions.

it can be hard to keep up with the operations

pays attention to a candidate’s ability to carry on

When an interaction goes well, Leah highlights

of running a store. But making sure a store is

an engaging conversation. As she puts it, “You

what the employee did well. When an interac-

clean, organized and has up-to-date signage

can really teach a talker to sell.” Hiring the right

tion doesn’t go so well, Leah talks through the

is also important. These operational aspects

people is only the beginning. A good store man-

problem with them. She asks questions, but lets

help create a pleasant environment for custom-

ager is also constantly working on developing

her team member lead the conversation. “You

ers and staff, and it creates brand consistency.

and improving their team.

really want to make them the talker,” she says.

“Verizon has clear expectations of how they

“You want to guide them to their own solution.”

want to engage customers,” says Marketing

These types of conversations are not easy, but

Manager Sarah Rogers. “If a customer walks

DEVELOPING YOUR TEAM

they are powerful. “Once you correct them,

into a Verizon store across the country, they

In order to make sure a team reaches its full po-

it might not be a pleasant situation at first,”

want that experience to be the same.”

tential, a successful store manager helps team

Leah says. “But once they follow through and

Merchandising is part of that overall com-

members develop their skills and competen-

they are successful, it’s like their whole person

munication strategy. “It’s about keeping con-

cies. That’s where continued training comes in.

changes and they are happy with themselves

sistent messaging because when it comes to

When a team member is hired, they go through

and have more confidence as a salesperson.”

marketing, we know a customer needs to see

RC and Verizon training programs, but to re-

In addition to on-the-spot training, there are

something six times before they take action,”

ally succeed, that training should never stop.

online training modules that staff can complete

Sarah says. Sarah’s team makes sure RC

That means it’s up to each team member to

to grow their skillbase and learn about new

stores have printed marketing materials, but it’s

MEET OUR EXPERTS 28 RC CONNECTIONS / FALL

SARAH ROGERS MARKETING MANAGER

NICOLE VALENTINE OPERATIONS MANAGER

CONNOR PREWITT STORE MANAGER

Photos by Brad Zweerink, courtesy Russell Cellular

up to each store to ensure marketing material is up in a timely manner and to communicate that through the Verizon Retail Management

CLEAN AND CLEAR

System for Indirect, or VRMSI for short. By up-

A clean store with clear call outs to the latest tech or promotion is key. Always ensure your team has the latest Verizon ads up on display.

dating VRMSI, it lets Sarah’s team and Verizon know merchandise is up-to-date. “It’s an important piece of maintaining accountability and making Verizon confident we’re doing those things they’re asking us to do,” Sarah says. Of course, it’s easy to forget to update VRMSI, but there are some simple tactics that can help. At the start of each week, Lexi makes a to-do list for the week, with goals of what she wants to accomplish each day. Similarly, Connor follows a weekly routine, and uses Mondays, the day when his whole staff is in the store, to catch up on office work. Nicole says this is a great way to add basic store cleanup to your to-do list. “It's important to make time to clean your store,” she says. “At the end of the day, that affects the customer experience, too.” That means making sure trash cans aren’t overflowing, there aren’t coffee cups sitting around and promotional material is up. At Leah’s store, this weekly cleaning checklist has been a big help, and it’s easy for her team to follow. Leah also preaches the importance of delegating. “It makes the store run more smoothly when you’re not trying to do everything,” she says. Delegating operational responsibilities is especially important if a manager’s strength lies elsewhere. “Some people are good at sales and not so strong with operations,” Sarah says. “Maybe someone on your team excels at that; empower them to do it.” At the end of the day, there is no one perfect way to run a successful store, but following the advice from those who are doing well is a great place to start.

LEAH EVERS STORE MANAGER

LEXI HOLDER DISTRICT SALES MANAGER

Photo by Leah Stiefermann, courtesy Russell Cellular

RUSSELLCELLULAR.COM 29

ALL FOR

HALEY

When Haley Scaife learned she had cancer, she knew it would be a tough battle. But this 23-year-old never imagined her whole store, district and even region would lend its support. BY ETTIE BERNEKING PHOTOS COURTESY OF RUSSELL CELLULAR

If Misty Cannon put together a resume that

use RC Cares as a way to fundraise for Haley.

I knew this was going to be a trial.” While Haley

summed up her skills, fundraising would proba-

After a whirlwind three-on-three basketball tour-

headed to doctors and waited for test results,

bly be at the top. It’s not that she’s a primo sales-

nament brought in teams from surrounding

her RC team members covered her shifts. That

person (even though she is), or that she pulls at

states, Cannon and the rest of the RC crew who

generosity also weighed on Haley. “I felt so bad,”

people’s hearts (even though she knows how).

planned and executed the event raised more

she says. “I hate leaving people hanging, and I felt

It’s that she’s connected to her community.

than $5,000.

like that was what I was doing, especially with our

Cannon is the store manager in Poteau,

team being as small as it is.”

Oklahoma. It’s a small town shy of 9,000 resi-

THE BIG NEWS

dents, and as Cannon says, “You’re family no

It was early 2019 when Haley went to the doctor

roidectomy to remove part of her thyroid. At this

matter who you are.” If there’s a cause in town

for her annual exam. She was 22 at the time, and

point, the tumor in her throat had grown into her

that needs a champion, chances are Cannon

hadn’t had any major health issues. She wasn’t

blood vessels, so surgery was a must. “It was

is already spreading the word. She’s been sell-

worried, but she also didn’t have health insur-

very tiring,” she says. “My mouth hurt all the

ing phones in Poteau for 22 years, and knows

ance. She was young and felt like she was invin-

time.” By the end of April, Haley was back at the

just about everyone. “I was 22 years old when I

cible. Then she got the news that her doctor had

hospital to have her second thyroidectomy. At

started doing this,” she says. “I’m a local here.”

found a lump in her throat. “I never got sick,” she

this point, all she could think about was getting

So when one of Cannon’s own team members

says, “so I pushed it to the side.” It wasn’t until

back to work and figuring out how she was going

suddenly needed assistance, Cannon was there

July 2020 that Haley went to a specialist. After

to pay for her medical bill she knew was on its

ready to champion her cause.

Finally in April 2021, Haley had her first thy-

getting an ultrasound, she found herself at Mercy

way. Luckily, Haley wasn’t the only one thinking

The team member who needed a little extra

Hospital in November where she saw another

about her bill.

love and support is Haley Scaife. The 23-year-

expert. There were abnormal cells in her biopsy,

old was diagnosed with cancer in 2020 and had

which wasn’t good news.

BETTER TOGETHER

to have her thyroid removed from her throat.

“Let me tell you,” she says, “it was a painful

Haley’s store manager, Cannon, was also think-

When Cannon heard the news, she decided to

thing. I was trying to be positive, but deep down,

ing of how she could help her store’s youngest

30 RC CONNECTIONS / FALL

PLAYING LIKE A LIFE DEPENDS ON IT

THE BIG DAY

Themed Tshirts were made for the basketball tournament and players from nearby states attended.

Haley assisted in the event herself and awarded each winning team.

team member. Cannon put in a call to District

districts, and I’m lucky to have District Sales

A TEAM EFFORT

Sales Manager Misty Gibson to let her know

Managers who have big hearts. We have to do

To set up for the event, Gibson, Cannon and the

Haley was struggling to pay her co-pays, and the

whatever we can to support our own.”

rest of the team showed up at the gym at 7:30

team wanted to help. Gibson put in an order for

Just like that, Cannon and Gibson were hav-

a.m. and didn’t leave until 11 p.m. “Mercy, girl. I

Hedgie PopSockets so the Poteau team could

ing teams from Arkansas and Kansas sign up for

was so stressed,” Cannon says. “It ran smooth-

begin fundraising for Haley, but they didn’t stop

the tournament. “I know there were teams from

ly, and we had great teams, but we stood that

there. They wanted to host an event that would

two to three hours away,” Gibson says. In the

whole time and couldn’t walk the next day.”

bring in a sizable donation for Haley. Since the

end, Cannon says she had to cap the number

As teams took to the court, RC team mem-

team was throwing the event during COVID, it

of teams at 30. That’s double the amount she

bers helped keep score, served food, took do-

knew it needed to come up with an event that

and Gibson agree they would have been thrilled

nations and shared Haley’s story. Even Haley

would limit people’s interactions. A sit-down spa-

with originally. In fact, so many teams kept calling

was there on the big day and helped update the

ghetti dinner was out, and a bake sale wouldn’t

to sign up that Cannon had to turn them away.

scoreboard in the afternoon. Her boyfriend was

bring in enough money, but a three-on-three

“We would have been playing basketball for three

one of the players who competed in the basket-

basketball tournament would work. Cannon had

days,” she says laughing. “I had to turn away

ball tournament that day, and as she remembers,

hosted these basketball tournaments in the past,

more than 10 teams.”

he was one of the first players to start bleeding

and her husband is a basketball coach, so she

When the big day arrived, Cannon and

knew how to bring everything together. It just

Gibson set up the tournament in the Cameron

takes a whole lot of work and a team effort.

during the tournament. It was competitive out on the court, and elbows were flying.

High School gymnasium. Cannon is an alumna

In the end, the tournament raised more than

A date was set, the flyer was designed, and

of the school, and when it burned down sever-

$5,000 for Haley. Gibson and Cannon say their

everything was ready to go. Then the tournament

al years ago, she and the rest of her store team

original goal was $2,000, so the final number

ballooned in size all thanks to one little screen-

members volunteered to help with the cleanup

blew them away. “This event was all for Haley,”

shot. “After we got the flyers made for the bas-

and feed the other volunteers. “When we needed

Gibson says. “She’s young and energetic, and

ketball tournament, I took a screenshot and put

a favor, they paid it back in full,” Cannon says.

customers love her. She makes everybody hap-

it up on my regional team’s messaging board,”

Most of the money raised at the event came

Gibson says. “Shan-Eque in California loved it

from team signup fees, but a good chunk was

py. This was our way to show we cared.” With her surgeries behind her, Haley

and wanted to help.” As word within RC spread

raised at the event’s concession stand. Cannon’s

eased back into work, but eventually moved

about the RC Cares event, Gibson’s Regional

crew had spent hours gathering donations from

with her boyfriend to be closer to her doctors.

Director of Sales Kevin Roppell heard all about

local businesses, so the pulled pork sandwiches,

The relocation meant Haley had to leave RC

it and turned the local event into a much bigger

buns, plates and sodas… it was all donated. “I

in the summer of 2021, but she can’t express

regional RC Cares initiative.

was just amazed,” Gibson says. “When people

her gratitude enough. “Seeing all these peo-

“It was a no-brainer,” he says. “One of the

arrived and bought food, they wrote checks di-

ple support me means even more than the

greatest parts of working for Russell Cellular is

rectly to Haley. Whatever we were asking, like

money they raised,” she says. “These ladies

the company’s focus on giving back. I have nine

$20 a person, they would give hundreds.”

are my sisters.” RUSSELLCELLULAR.COM

LAST WORD

LIFE OUTSIDE

GROWING THROUGH GIVING BACK There’s a reason Shan-Eque WatsonDawkins is an RC Cares pro. She has a big heart for starters, but that’s not all. BY RAE SWAN SNOBL Shan-Eque Watson-Dawkins has been a District Sales Manager for Russell Cellular in South Fresno, California, since 2019, and there’s a reason she’s stuck around. “I like that we invest in our team and coach them to become masters of the sales process,” she says. But Shan-Eque’s real love is RC Cares. RC Cares is at the heart of Russell Cellular’s mission, and it’s pretty simple—assist those in need. To lend a helping hand, RC raises funds for special projects by selling PopSockets, tech wipes and blue light glasses branded with Herbie, the RC hedgehog. All proceeds profit nominated causes. In ShanEque’s district, her team meets monthly to

SUPPORTING COMMUNITY

vote on causes that are nominated by team

Shan-Eque Watson-Dawkins has a passion for inspiring her team to get involved with RC Cares projects. Giving back is a big focus for her.

members. The top vote gets an RC Cares event launched for the entire month. “The desire to help those less fortunate or going through a rough time is not

to think these situations cannot befall us or

the organization month over month, it has al-

lost on my team and me,” Shan-Eque says.

someone we may know.”

lowed other districts to see what is possible and

“We have had the privilege of assisting the

The level of need in her own backyard in

Fresno Community Hospital, Valley Children’s

California was heightened with the onset of

Hospital, Fresno Chaffee Zoo, Refuge Armona

COVID. “The immediate and devastating effects

Shan-Eque believes giving back contributes

Poverello House and even friends and family

the virus had on the health sector and the world

to her team’s success. “RC Cares is a team ef-

of our very own team members. It has been

in general were quick and unapologetic,” Shan-

fort and a culture we have worked exceptionally

a crazy and rewarding ride thus far.” Since

Eque says. “My team and I did our part to help

hard to create,” she says. “This is top of mind

April 2019, Shan-Eque and her team have

out.” The team continues to help those hurt by

each month. You might never know how many

sold 2,790 RC Cares products and raised

the pandemic, and Shan-Eque was awarded

people might need someone to care.”

$40,863.54. Part of what motivates Shan-

the “Hedgie Hometown Hero” district award for

Eque is her own personal experience.

2020. “Shan-Eque has a big heart,” says her

Shan-Eque grew up in Kingston, Jamaica,

Regional Director of Sales, Kevin Ropell. “When

and while there, she witnessed issues of vio-

someone is having a hard time, Shan-Eque and

lence and poverty. “There are no opportuni-

her team step up. They’ve also highly influenced

ties there for the less fortunate,” she says. “I

others within RC. During Regional/District calls,

have seen people suffer, go hungry and live

Shan-Eque shares her why and how what they

in abhorrent situations. We cannot be naïve

do helps those in need. With her team leading

32 RCCONNECTIONS / FALL

then in return bring that #givingback passion back to their markets.”

SHARE YOUR OWN STORY Want to share your story with RC Connections readers? Send your name, title and a brief synopsis of your story to RCconnections@russellcellular.com. Photo by Brad Zweerink

Cares

July 2020 - June 2021 Recognition Top 50 Stores - Donations

Top 50 Stores - Products

#1 COOKEVILLE-TN $4,143

#1 FRESNO 2-CA 705

VENICE-FL $470

LOGAN-UT $307

DOUGLAS-GA 356

COTTONWOOD-AZ 85

HALETHORPE-MD 68

WAYLAND-MI $1,724

CARLSBAD 2-NM $461

MULLINS-SC $296

KERMAN-CA 346

KEOKUK-IA 85

NEOSHO-MO 68

KERMAN-CA $1,144

JOHNSON CITY-TN $441

FAYETTEVILLE-TN $288

HANFORD-CA 225

ARTESIA-NM 83

WEST ISLIP-NY 68

STILWELL-OK $1,092

FT MORGAN-CO $425

ALLEGAN-MI $279

TULARE-CA 210

COLUMBIA-MD 82

SALMON-ID 67

FRESNO 2-CA $968

ENGLEWOOD-FL $409

KINGSBURG-CA $272

BISHOP-CA 183

ESCONDIDO-CA 82

SILVER SPRING-MD 67

ALMA-MI $905

CAMDEN-AR $408

HUMBOLDT-TN $249

SPRINGDALE-AR 166

FITZGERALD-GA 80

PRYOR-OK 66

LAFAYETTE-TN $887

MANCHESTER-TN $403

PRICE-UT $249

MISSOULA 2-MT 164

COOKEVILLE-TN 78

FALLON-NV 65

SPARTA-IL $882

SALLISAW-OK $377

CARTHAGE-TN $239

BERRYVILLE-AR 159

ELY-NV 78

ALMA-MI 64

DOUGLAS-AZ $747

LIVINGSTON-TN $376

MADISONVILLE-TN $231

HAMILTON-MT 138

POTEAU 2-OK 78

ANGELS CAMP-CA 63

ROCK SPRINGS-WY $672

MILAN-TN $374

ROSWELL 2-NM $226

LEMOORE-CA 138

ROCK SPRINGS-WY 78

ESPANOLA 2-NM 62

LIMON-CO $645

CARLSBAD-NM $369

SUGAR MOUNTAIN-NC $221

SPRINGVILLE-UT 136

FAIRFAX 2-VA 77

GRANTS-NM 59

WILDWOOD 2-FL $621

MONAHANS-TX $368

CLEBURNE-TX $219

SANGER-CA 115

ELKO-NV 76

JESUP-GA 58

ARTESIA-NM $589

VILLA RICA-GA $366

TYLER 2-TX $210

PRICE-UT 114

GROVE-OK 76

CLARE-MI 57

NORTH PORT-FL $523

MCMINNVILLE-TN $354

RUSKIN-FL $207

STILWELL-OK 108

GALLUP 1-NM 73

CARLSBAD-NM 56

SAFETY HARBOR-FL $493

HANFORD-CA $346

SMITHVILLE-TN $204

SWEETWATER-TN 94

KINGSBURG-CA 71

DOUGLAS-AZ 53

WOODBURY-TN $479

SANGER-CA $339

BENSON-AZ 88

LOGAN-UT 70

KENSINGTON-MD 53

BISHOP-CA $477

SWEETWATER-TN $334

TUCSON 3-AZ 88

OAKHURST-CA 70

POTEAU 2-OK $2,082

Russell Cellular Home Office Contributions

$21,019.39

Total Dollars Donated

430

RC Cares Products Sold

Cares

July 2020 - June 2021 Recognition TOP TEAM MEMBER - PRODUCTS

TOP TEAM MEMBER - DONATIONS

Misty Cannon Poteau 2, OK

Araya Carrillio Hanford, CA 108

$1,401

Shana Turner Cookeville, TN $1,290

Christopher Wyatt Poteau 2, OK $626

Cathy Scott Limon, CO $484

Amanda Mets Fresno 2, CA 107

Lucretia Mayfield Madisonville, TN 88

Jo Padilla Rockville 1, MD 78

Erica Hunter Cookville, TN $1,236

Cortny Roark Lafayette, TN $508

Randi Baker Alma, MI $480

Bruce Swanson Hanford, CA 102

Aly Gomez Sanger, CA 87

Christy Wall Springdale, AR 71

Victor Guzman Douglas, AZ $636

Tim Green Wildwood 2, FL $503

Nicholas Naughton, Venice, FL $420

Chance Anderson Springville, UT 89

Marina Blanco Tulare, CA 82

Julian Mell Kingsburg, CA 65

TOP DISTRICT SALES MANAGER - DONATIONS

TOP DISTRICT SALES MANAGER - PRODUCTS

Cody Griffin $5,821.30

Shan-Eque Watson-Dawkins 2,033

Shan-Eque Watson-Dawkins $3,903.66

Brian Mastin $2,139.94

Misty Gibson $4,137.00

Jason Foster $1,962.72 Maricruz Gray $1,298.00

Stephen Knefely $2,893.00

Dalton Pitcher $1,094.28 Holly Quinn $807.00 Michael Sentell $782.3

TOP REGIONAL DIRECTOR - DONATIONS

John Kilgore $11,041.34

Kevin Ropell $8,025.04 Jamie Moorehouse $5,764.42

Jennifer Sieg 564 Jon Medin 500 Janine Wilson 388

Krissa Shewey 367 Misty Gibson 336 Greg Evanoff 335

Juan Roybal 235 Alyssa Clark 234 Ryan Doak 223

TOP REGIONAL DIRECTOR - PRODUCTS

Kevin Ropell 3,824

Brad Loertscher 2,206 Eddie Hash 1,510

RC CARES COMPANY-WIDE TOTAL CONTRIBUTIONS TOTAL RAISED

$15,563.00 RC Cares Projects

$159,751.29 RC Cares Products

$49,584.48

RC Cares Donations

$40,525.99

TOTAL INVESTED

284

Outreach Projects

$48,855.88

Russell Cellular Contributions

$239,514.30

RC Cares Event Support

$36,190.00

Employee Emergency Fund Donations

Employee Emergency Fund Support

$298,717.64

$277,649.30

Grand Total Raised

Grand Total Invested

A SINCERE THANKS TO THE RC FAMILY FOR COMPLETING 284 OUTREACH PROJECTS

Russell Cellular | Fall 2021

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