Retail Shoe Salesmanship

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

RETURNS, EXCHANGES AND ADJUSTMENTS

THE CUSTOMER’S FRAME OF MIND

The responsibility of meeting and bringing about a settlement with the customer who presents a claim for adjustment, exchange or return is generally placed in the hands of the store manager or an assistant. However, this important matter will be considered here for the reason that every shoe salesman, although he may not at present be holding either of these positions, is looking forward and preparing to assume the greater responsibility. For that reason he has a special interest in this subject of complaints and adjustments.

When the customer returns to the store for the special purpose of registering a complaint concerning the goods, he sometimes has the feeling that he has been unfairly treated. He may have the suspicion that an imperfect article was intentionally sold to him because he seemed “easy.” In fact, if he thinks about it long enough, he will probably recall that when he made the purchase the salesman spent some extra time looking over the stock—and before long the customer will convince himself that the selection was made from a job lot. He may decide that he has had palmed off on him a shoe that was a “second,” and that it was done deliberately. Nothing but imagination on his part, of course, but in a great many instances these are the thoughts that go through a customer’s mind if he is dissatisfied with a shoe or if it has failed to give him proper wearing service.

He approaches the store with fire in his eye, and is all keyed-up to meet opposition. “I’m not at all satisfied with these shoes; they are imperfect and I expect you to make good,” he blurts out and expects a similar reply. “I’m obliged to you, Mr. Jones, for bringing them back so that we may get at the cause of the trouble,” is the salesman’s reply—and the customer is at once without defence. He has planned to meet opposition but finds that the salesman is with him rather than against him, and the one-sided argument has ended. The customer is then in a frame of mind to listen to reason.

A brief explanation to tell him of the special care that is exercised in the inspection of shoes is often a good means of establishing the customer’s future business on a permanent basis. Explain to him, for example, that “a rigid inspection of all shoes is made as they arrive, and never is anything allowed to go into stock when there is the slightest indication of weakness—still we cannot always tell what is underneath the surface of the leather. Of course, in cutting shoes only selected skins are used, but even with this extra precaution occasionally a weak spot is found in a skin after the shoes are worn.” These are features of service the customer receives and still in most cases he knows nothing about them. The opportunity is offered in a case of this kind to impress upon him the facts and thus to strengthen his confidence in the ability of the salesman and the store to serve him well in the future.

RETURNS

There is a story of an old woman who had her small savings in a bank which was reported to be in difficulties. At once she started out and appeared, bank book in hand, before the paying teller’s window.

“Have you got my money in there?” she inquired.

“Yes, madam, do you wish to withdraw it?”

“Well, if you’ve got it I won’t bother, but if you haven’t got it, I want to take it out.”

Oftentimes the circumstances are much the same with the customer who asks for permission to return goods. In general, retail merchants have found it to be the best policy to show a willingness to grant cheerfully and quickly the permission and, in a cash business, to refund the money. This is a part of the store’s service to its customers and in every instance it will make a favorable and lasting impression. When the customer is satisfied in this way it means that other purchases will shortly follow, if it is not possible to make another sale at once.

EXCHANGES

The return or exchange of any goods that have been damaged or abused, unless there is in them an imperfection, should be carefully guarded against. If the goods are imperfect and are not up to standard there is every reason for allowing the return or exchange, but there is no good reason why the store should be called upon to pocket a loss as a result of the customer’s change of mind after having used or abused the goods.

Concerning the return of goods that may be resold without loss, it is a rather general policy to permit an exchange without ceremony and to do it cheerfully and promptly. The idea behind this is that the customer has every right to change his mind regarding the purchase. The fact that he has previously been fitted and sold should in no way enter into consideration to limit the amount or quality of service offered on the exchange sale. This is another refinement of the broad business principle of giving the customer just a little more than he may be entitled to. It pays, however, for the reason that it establishes a sounder basis of business friendship and good-will.

It is clear, of course, that if the customer should show a desire to exchange a shoe for one less desirable from the standpoint of fit and comfort, the salesman would offer the benefit of his more expert knowledge by explaining the facts, without insisting.

ADJUSTMENTS

There can be no hard and fast rules laid down concerning the extent or amount that should be allowed on claims for allowances. The principal point is to meet the customer on even ground when the claim is made, and as already, mentioned, to get him in the proper frame of mind so that he will be in condition to think on a reasonable basis and without prejudice.

Frank Butterworth, store sales manager for the Regal Shoe Company, makes some practical suggestions concerning adjustments:

Our policy, like that of other progressive retailers, is that “the customer is always right.” We have confidence that the average American wants to play fair. For that reason we make it a general custom to let the customer adjust his own complaint. Experience has shown that our idea of what is a reasonable amount to be allowed on a claim is often lower than the customer’s estimate. On the other hand there are just as many cases where the actual cost of settling a claim is less when the adjustment is left to the customer. After making settlement of the claim our policy is always to resell the worn shoes to the customer. We believe that even in their unsatisfactory condition, they are worth more to the customer than to anyone else and that it is to the advantage of the customer, ourselves and the whole shoe industry to get all the use possible out of every foot of leather that goes into shoes.