Obaid Rahman, Phones 4u, Brent Cross

Obaid has worked for Phones 4u since 2002. Starting as a part time sales consultant, he worked his way up to store manager in just over a year. In February of this year he became a cluster manager in charge of six stores, based in the Brent Cross branch.

The Challenge: I have to admit, I’m not the most techy person but in this job product knowledge is very important. In this instance, I’d do the research myself and ask my most gadget savvy team members to do the same. One of Phones 4u’s strongest assets as a company is that we can stock any manufacturer or network so we have to stay clued up.

Even if a product isn’t out yet there’s bound to be information on it on various websites. Look at the iPhone 5 – it’s not even out yet and details are patchy but we’re getting questions on it every day. You have to do your research to stay ahead of these queries.

Once the technology is out then we take it on to the shop floor and demo it.

I also try spot quizzes when new products come out too, it’s actually a great way of getting some of the shyer team members to come out of their shells. Hands on training sessions with field reps are also a great way to encourage the team to get to grips with new tech.

For me it’s a combination of research, quizzes and demos. If you get into the habit of arming your staff with as much information as you can, then you should succeed. Make it a challenge, make it a little fun. I always get the guys to look at the positives of any product – you might not think a two-megapixel camera is powerful but think about who you’re selling it to.

You have to inspire your team to believe in themselves. I try to give as much support as I can because if they believe in themselves they can achieve anything. In the last 12 months I’ve had four people I’ve never even met request transfers to work with me because they’ve heard of my style and know I’ll look after their career.

Phones 4u created the new role of cluster manager for both Obaid and fellow contestant Quintin Von Waltsleben

Eight colleagues directly mentored by Obaid now manage their own stores

Since taking over at Brent Cross the store has jumped from fifth to top performing in its region

I consider myself a passionate and compassionate manager. Having a team that trusts me with their careers and progress is so important to me. I try and pass that passion on to whoever I work with and give them the support they need to succeed.