STYLE NOT IN STOCK
Another delicate point calling for real salesmanship is that of selling a customer who calls for a shoe that is not in stock. The style, perhaps, may have been one shown in the window. It may have been one of the numbers especially popular in the store. The sizes may be broken and further stock difficult or slow to secure. Although the salesman would likely know all these things at the time the customer mentioned the style wanted, he certainly could not afford to hold up his hands in horror and greet the customer with the sad news, “I don’t think we have your size.” The result of such a remark could only have the effect of causing him to feel that he had suffered a real loss and that no other shoe would serve him quite as well.
If, on the other hand, the salesman proceeds to the proper section he may find he has the correct size in stock. This he can produce, and the sale goes along without difficulty. However, if the salesman finds he is not going to be able to fit the customer in his first choice it is for him to begin at once by offering a suitable second choice. This he should not attempt to do by running down or finding fault with the shoe asked for by the customer. Convince the customer that you are sincerely working for his interest—tell him so. The style and fit of the shoe called for will serve as an indication of the kind of shoe wanted. Proceed at once to get the stock nearest to it and start selling it on its merits. Nothing will be gained by considering any further the merits of the shoe that is out of stock. Remember that one of the important features of salesmanship is that of creating a desire for the merchandise you have. Fit properly the shoe you have in stock, dwell upon its good qualities, its workmanship and its value. The sale will be made when the customer understands that the goods you have rather than the goods you had are those that will serve him best.