Retail Shoe Salesmanship

by George F. Hamilton; Frank Butterworth; H. T. Conner; A. H. Geuting

GETTING UNDER WAY IN THE SALE

For the reason that intelligent retail salesmanship is principally a matter of brain work rather than physical effort, it is not possible to set down any fixed list of rules or conditions which, when observed, will result in one hundred per cent results. Local conditions vary and of course human nature among customers varies; so that it is necessary for the salesman to keep these things continually in mind and to plan his work accordingly. On the other hand there are certain definite suggestions that can be used to good advantage to serve as the salesman’s working basis by bringing to mind some of the important points to be considered and by mentioning one way in which they may be met.

Mr. Watson of the Guarantee Shoe Company makes the following practical suggestions on getting the sale under way, based on over twenty years experience in the retail shoe business:

If there is no salesman’s stool in front of where you have seated the customer, go immediately and get one. Place it directly in front of the customer and at once sit down. Then make some such positive suggestion as “Let me examine the right foot first, please.” While saying this hold out the hands toward the foot so that they may meet it and allow you to get the shoe off before the customer realizes that he or she wants to see the shoe before trying it on.

Say as little as possible while removing the shoe, and get it off as quickly and easily as possible—then produce the measuring stick. Either have the customer stand on the stick or place the foot flat upon the foot rest of the fitting stool. An important point to remember is that the foot should never be measured while in the air. The toes should be well stretched out by pressing them with the fingers—and be sure to remember what the foot measures.

Do not spend a lot of time telling the customer all about the bones in the foot. The salesman should, however, examine the foot for enlarged joints, hammer toes, arch trouble, corns and so forth, and mention to the customer the foot trouble he discovers. He should take special notice of the size of the hosiery worn, by pulling out the end at the toes, and if he finds the hose to be too short he might mention the fact and suggest that a half size larger be bought next time. He might also explain the fact that short hose, like short shoes, are the cause of many foot troubles. He should spend some time studying the foot as to the width required; length of toes and such other matters. All this should be done before the customer is shown a shoe. It is important to spend considerable time in this preliminary work. Plenty of time spent in this way will mean that less time will be required later in the transaction, for the reason that the customer will be impressed with the fact that he is being served by a real shoe expert.

Bring to the customer only one style of shoe, and that should be the style the salesman has assured himself as being the one desired by the customer. Do not hand the shoe to the customer to examine and do not hold it up before his eyes to inspect. Take it directly to him and put it on the foot at once.

It is well always to bring two sizes of shoes, both of the same style. In other words, if you have decided the customer needs a size 6, but are not quite sure whether the foot is an A or AA, bring both the 6A and 6AA. Slip the larger shoe on first, and if it is too loose do not lace it up and do not wait for the customer to call attention to the fact that it is too large. Take it off immediately and slip on the smaller one. If this is the right size, lace it up. If you have misjudged the foot and brought both sizes too large or too small do not spend time in lacing up the shoe. This would cause the customer to lose the confidence he had gained in the beginning through the preliminary work. The salesman should go quickly for the correct size and at the same time take away the shoes that did not fit.

The next shoe should surely be the correct size, or else the salesman’s ability will drop in the customer’s estimation. If it is the right size place it on the foot and lace it up. Iron out the shoe well by pressing the toe down with one hand and smoothing out all the wrinkles with the other hand. Both the fingers and the palm of the hand should be used for ironing the shoe, while the other hand is used to press down the toe.

These suggestions by Mr. Watson are definite and contain some valuable hints. They bring the sale up to the point of getting the shoe properly fitted on the customer’s foot. The salesman should then continue the sale by asking the customer to stand in the shoe and then, perhaps, follow it with the suggestion that he “walk a few paces and notice how well it feels on the foot.” By the time the customer has returned to the chair and if he has not already made the decision to buy, the salesman might continue by suggesting that the other shoe be tried on. After having both shoes completely laced he is ready to ask the customer to walk in them and to lead him to a mirror where a full view of the shoes may be had. The customer is now face to face with the necessity to make a decision. He has been led through the sale with positive suggestions and has only to say “yes” to complete the transaction.

Another point worth remembering is that of placing the old shoe, when removed from the customer’s foot, out of the way and out of sight under the fitting stool. To throw it down carelessly for others sitting around to gaze upon is displeasing to the customer. He feels happier when it is out of sight.