If they look at their shoes…I’ve got them
All too often we forget that it is really the little things that make the difference, perhaps even more so when it comes to making sales and caring for customers. All too often people are tempted to go off and tackle the big issues, to move mountains to prove their ability to make things happen, meet the customers needs and make the sale. Instead of taking on the easy one.
Also often over looked is that at the heart of every business no matter what kind a restaurant, salon, landscaper, retailer, insurance, or even medical you need a customer and a sale to stay in business. The problem is simple you need to know what your customer is buying and offer that to them. Also it helps to know when you’ve got a live prospect you can turn into a customer. Do you know that and even if you do when was the last time you thought about how to improve it?
Walking through an airport and past the shoe shine guys have you ever considered them sales men? If not pay attention next time, it’s not a complex transaction but at the very heart of what they do they are selling a service. One you could perform for yourself for far less in only a little more time. Some sit there waiting for customers to walk up and ask for a shine. They take the sale and sit and wait for the next customer to show up. Just like a sales person carrying a bag who is nothing more than an order taker business shows up you meet the need and wait for more to show up.
Others proactively call out when times are slow to prospects as they approach “Need a shine”, “ I can clean those up for you” The equivalent of looking for prospects when your funnel isn’t quite so full and after you’ve realized that. Doing what it takes to stay just a little busy.
Then there are the great ones they have one guy in the chair they’re working on, another seated next to him waiting and a third just waiting to take a seat all the while the minute they have two seat they are looking for the third. There is always a fresh supply of prospects and they don’t discriminate if you’ve got on dress shoes or boots they’re asking if you want a shine. Men or women they are asking if they can help.
Sure most people say no but that is the nature of sales most people will say no but some will say yes and others if they are happy with they service they’ve bought will come back looking for that same person. Keep in mind that its for a 5 dollar purchase with a 2-3 dollar tip.
Are they selling shiny shoes? Not at all. It is the experience? Some of the value adds are comfortable seat, a few minutes of rest, maybe a paper or even a good friendly conversation and sage like advice.
What is really getting purchased? They offer their customers is what a good looking pair of shoes represent, professionalism, success, attention to detail, and a host of other intangibles.
So how do you know if your customer is interested? In one guys opinion it was simple “If they look at their shoes I know I’ve got them!”
