Great Salesmanship in Action
On Friday, I went to the mall to buy a new pair of running shoes. I have no doubt that I was entering the Foot Locker with some intention. I am not crazy about shopping and only venture out to the malls when absolutely necessary.
As I entered the store, I was greeted with a warm “hello,” even though the store was busy. I proceeded to the women’s running shoes and stopped to evaluate. Within a minute, a sales clerk asked if I was looking for new running shoes. I responded in the affirmative. He then asked me if I preferred bright colors or more subdued. I responded with more subdued and he nodded and briefly told me about only two of the countless models on the wall.
He then walked away, giving me the space to evaluate the two models he had suggested. Given the space to make my own decision, I picked out a pair. He was right there when I was ready and asked for my shoe size.
He returned with the shoes and a pair of sports socks – he’d obviously noted that I was wearing dress shoes, sans socks. I tried on the shoes and again was given the space to evaluate them. No pressure. As I walked around, he suggested adding specially designed insoles. They were guaranteed and could be replaced (if necessary) within the year – just bring back the box or receipt to get a fresh new pair.
Before I could protest, he had them out of the package and wanted one shoe back to insert it. He took out the insole that came with the shoe and then cut the new one down to size. I knew at that moment, if I was getting the shoes, I was now getting the insoles – he’d customized them for me.
As I tried out the shoes with the inserted insoles, I commented on the socks. He agreed that they were great and mentioned that they were currently running a special of ½ off the second package of 3.
I continued to test drive my new shoes, walking all around the store and he gave me the space for the decision to be made. I was now in for the shoes, insoles and 2 packages of socks.
As I was being “rung” up, he asked if I had the Foot Locker membership rewards card. Just want I needed – another $%&#*^@ card to keep track of. It was free, so I asked what do I get in return? Ten percent off future purchases. (I buy new shoes, especially running shoes, very infrequently, so this really has no immediate value to me, unless I can use it on the current purchase). So, I start to ask that if I can use it, if I buy one thing and then “come back” for the additional 10% off. I’m thinking about the 10% off the socks and insoles. And he says, “Sure, I can ring up the socks and insoles first and then you can get 10% off the shoes.” Duh! Why didn’t I think bigger?
I walked out of the store a very satisfied customer, now enrolled in their membership program. I will probably go back, at least within a year for a free replacement of my new insoles.
So, here is a recap of the great salesmanship take-a-ways in this story:
- Greet your customer warmly (even if you are busy with another customer)
- Establish what your customer is looking for
- Help your customer in the selection process, by narrowing the field of vision (likes vs. don’t likes)
- Give your customer space to make a decision
- Up-sell products that also might benefit your customer with the purchase
- Personalize/customize the experience
- Enroll your customer in a membership/loyalty rewards program and, if you can, immediately reward them in some way
Thanks for reading!
© 2011 Heather C. Morrow. All rights reserved
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Heather C. Morrow, owner of Pottery Daily, helps emerging artists express their true value and get paid what they are worth. Her products and services show you how to make more money, save more time while enjoying the freedom in your art. For your FREE audio go to www.marketandsellyourart.com.