Retail Shoe Salesmanship

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

Most parents in buying children’s shoes have foremost in mind the important matter of getting a shoe that will allow freedom of movement and natural growth of the feet. Perhaps in the first sentence spoken some intimation of this will be made. Take advantage of it and use it. Remember that it is the element of comfort the customer wants and that the sale will progress with greater satisfaction all around according to the salesman’s ability to understand what is wanted, and to deliver it.

HANDLING THE GOODS

The customer’s interest in the goods and also his desire of ownership is influenced more than many salesmen realize by the way in which the goods are handled. A young clerk with more spirit than experience, in bringing a pair of satin slippers to the chair where his customer was seated, allowed them to swing arm’s length at his side as he approached her. This she noticed, and an impression of slip-shod handling was suggested. Although the slippers were fresh stock, taken from the box just a moment before, the customer insisted that they had the appearance of being handled and requested another pair. In her mind, ruffled appearance was associated with the manner in which she had seen the shoe handled by the clerk. The expert diamond salesman handles a stone with all the tenderness and care of a mother with her child; not because the diamond means more to that salesman than the shoe does to the shoe salesman, but because he understands human nature enough to realize that only in so far as he shows an interest in the stone can he hope to have the customer do so. If he slid the stone across the counter the sale would suffer. If he should drop it in taking it out of the case the sale would likely be lost.

The point to bear in mind in this connection is that the salesman is asking the customer to make the goods his own. A dainty silk or satin slipper should be handled daintily by the salesman; with just as much care as the owner would give it upon using it the first time. On the other hand, a strong, heavy outing shoe might be slapped firmly upon the palm of the salesman’s hand. The heavy sound in this instance might be expected to give the impression of strength and lasting qualities. All of these things, although small in themselves, play an important part in bringing up the customer’s attention and interest to the point of desire.

APPROPRIATE SELLING TALK

“Something for you, mister?” as a part of the selling talk, is many times worse than absolute silence. It is bad because it is as ancient, tattered and torn as the “little old red shawl” itself. It stamps the salesman as being without any originality and it is likely also to bore the customer. Take it for granted that he wants something or else he would not be in the store. Jump right into business and at the same time get the customer on your side. Anything original such as, “May I serve you?” or some variation, is good. Perhaps as good as anything else is a smile and a cheerful “Good morning” or “Good afternoon.” The expressions “Lady,” and “Mister,” have been tabooed for generations; they might serve all right for a peanut stand but not in a high-class shoe store or department. “Madam” and “Sir” are dignified and are greatly to be preferred.

The customer is always glad to see a sign of intelligent interest concerning himself. If the salesman notices that the shoe just removed has been bought from his house or if he recognizes the customer, it is always good to ask with courtesy whether the shoe removed has given satisfactory service. In most instances it is safe, of course, to assume that the shoe has, or else the customer would not have returned. On the other hand, there is the possibility of some dissatisfaction, and in that case it is well to know the facts.

Among inexperienced salesmen there is the danger of laying too much emphasis in the selling talk upon the price—in other words, making it a matter of selling prices rather than merchandise and service. The customer has come to buy shoes; price is an important consideration with him in all probability, but it is quality, style and fit that will determine his satisfaction. If the salesman will devote himself especially to these things, if he can assure his customer that the goods are what he wants and that they will give him service, the matter of price will, in most instances, be secondary. The slogan of a New York retail house is that “The quality will be remembered long after the price is forgotten.” There is a great deal expressed in this from the standpoint of good merchandising. The salesman can do no better than to make his appeal on the same basis.

Limit the number of questions directed to the customer. As mentioned before, the customer may resent questions because of a feeling that he came to be served rather than to be subjected to questioning. The sale will proceed more smoothly if the salesman takes for granted that certain minor points are satisfactory unless the customer makes some mention of them to the contrary. If nothing is said concerning color, style of heel, quality or kind of leather, it is a great deal better to assume the customer’s satisfaction. To bring them up specifically with a direct question means that an entirely new train of thought is started in the customer’s mind, that he is required to make another decision and that he will be hindered by confusion of thoughts in coming to his main decision to buy.

Repetition of some point of special importance that may have slipped the customer’s mind is an effective means to stimulate a decision. Great care should be used in doing this because repetition of any point of small importance will produce the effect of annoyance. If used at all, let it be only on some point of importance on which the customer has shown interest or concern.