The Story of Two Salespeople

January 25th, 2012

By Tom Reilly, author of “Value-Added Selling”

This is the story of two shoe salespeople—Michelle and Marvin. Michelle works at a specialty runner’s store. Marvin works in the shoe department of a major retailer.

I met Michelle a couple of years ago when I purchased a pair of walking shoes from her. She was the consummate professional. She asked questions about my use and preferences, measured my feet different ways, studied the wear pattern of my old shoes, and used her handheld computer to identify the right shoe for my fit and function. As I slipped on these shoes, I knew I had chosen the right place to buy my shoes.

I met Marvin early last year. I purchased two pairs of shoes from him. He took a quick measurement and returned with the styles I requested. They felt snug, but Marvin assured me that these shoes would stretch. When I asked to try on a half-size bigger and wider, he said he did not have them in stock, but the ones he brought out would be fine after some wear. Since he worked for a good retailer and this was a solid brand shoe, I took him at his word.

Since I met Michelle, I have sent her business with friends and family members. That one sale generated eight follow-up sales. She earned my loyalty and endorsement. She diagnosed my needs and prescribed the right solution.

During the holidays, I happened by Marvin’s store and visited the shoe department. I asked a salesperson how long it would take for my shoes to stretch. He said more than enough time had elapsed. He directed me to customer service, which in turn referred me to the shoe department manager. When I told him the story, he groaned and said, “We’ll treat you right on this.” They replaced both pair of shoes at no charge.

Marvin sold what was in-stock, not necessarily what was in my best interest. This sales approach cost his company the price of two new pairs of shoes and a dissatisfied customer. I will never buy another pair of shoes from him and will gladly volunteer this information to anyone that mentions purchasing shoes at his store.

Salespeople are always faced with a simple decision: “Do I sell whatever is in my wagon or do I try to find the right fit for the customer?” If you force the customer’s foot into a pair of shoes that fit poorly just to make a sale, it serves as a painful daily reminder of your bad service.