Recently, one of my good friends asked me to meet him at Mark’s Outdoor Sports for the store’s big sale. My friend wanted to buy some hunting boots, and I thought it would be a good excuse to shop for some fishing stuff.
Mark’s Outdoor Sports is legendary. People come from all over the state to buy hunting supplies, fishing tackle, firearms and lots of other outdoor stuff. Even with big-box stores like Bass Pro Shops in our area, Mark’s continues to be one of the top 10 hunting and fishing retailers in the U.S. This is true for a couple of reasons. First, they stay relevant by carrying a deep inventory of quality items. Second, Mark’s has a highly knowledgeable staff. They don’t hire just anyone. They hire seasoned and experienced salespeople who absolutely know their products.
Also, the store brings in extra professional help when they need it. Mark’s had asked several of their vendors’ sales reps to come in during that big sale. One of these boot manufacturers’ reps happened to be the person who helped my friend that day.
This guy began by asking my buddy some key questions. He didn’t ask him what type of boots he wanted; he asked him what kind of hunting he was planning to do. He asked my friend to describe the terrain he would hunt in; he asked what the temperature would most likely be. He never even talked boots until he had an idea of where my friend would be wearing them. Even then, he didn’t start by asking how much money my friend wanted to spend. He focused strictly on the application of the boot—not a particular boot or price.
After hearing my friend’s answers, the sales rep showed him two different boots, both of which would be ideal for the type of hunting he was going to be doing.
Now, I had no interest in boots on this shopping trip, but listening to this guy helping my buddy, I found myself considering buying some boots anyway—and I didn’t need a pair nor have a use for them!
The point is, there’s no substitute (none at all!) for solid product knowledge and asking pertinent questions—and listening to the answers!—while having meaningful interaction with a customer. I’ve coached this for years—when you’re dealing with a customer, act like it matters. This guy acted like my friend’s successful—and comfortable—hunting experience really mattered.
My friend later told me that the type of boot he was planning on buying before he got to the store was different from the boots he took home with him. He said if it were not for the salesperson, he would have gotten the wrong boot for what he needed. He also pointed out that the rep wasn’t just selling boots; from the very beginning, he was behaving like a consultant or an advisor—not a salesperson.
This guy wasn’t just selling a product; he was selling an experience.
Now consider this: When you’re talking to people, how excited are you about your product or service? How engaged are you with your buyer? Are you both having fun? Does the person you’re talking to want to participate in the conversation? Does his/her interest increase as you communicate? Does it matter if they buy or not?
We can all learn an important lesson from that boot sales rep. Be engaging. Be knowledgeable. Be curious. Be a consultant. Be in the moment, and make every customer experience a positive one. Do all of that, and you’ll do what you do better.
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