Retail Shoe Salesmanship

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

TALKATIVE PEOPLE

Something has already been said concerning the salesman’s attitude toward the talkative customer. It is safe to assume that nothing definite in the nature of a sale will result by encouraging such people to talk. Knowing practically nothing about shoes, the natural result is that if they are encouraged to go on the conversation must drift from the subject of shoes. This means that the sale is then less of a reality than it was when the customer first sat down in the chair.

A one-sided “conversation” cannot long continue. The salesman should take part in it only as long as it has some bearing on his special mission—that of selling shoes. As it continues beyond that point he should offer no further encouragement to go on, but should wait with consideration until there is a pause, and then continue from where he left off with the selling talk.

Oftentimes there will be suggestions made in the course of the conversation that may later be used in an effort to encourage further purchases. For example, some reference may be made to the purchase of an evening gown. At the proper time this will open up an opportunity to suggest a pair of silk slippers or a satin pump. However, it is well to complete the first sale before offering suggestions concerning additional purchases.

PRACTICAL

Certain people there are of very practical nature who have in mind a definite notion of the goods they want and who do not take kindly to open suggestions on the part of the salesman. They will be recognized by their firm, business-like walk, decisive movements and steady, well-controlled voice. Such a person will be reached best by direct and frank statements of facts. If the salesman speaks with an air of authority this customer will invariably listen and be influenced in his decision accordingly, although he may not be willing to admit it.

The practical person will quickly express the feeling if unsatisfied with a shoe and may resent any direct effort to influence his judgment. Under the circumstances it will generally be found best to show another style at once. The practical person is not by any means always right in his decision, but the effort to correct an error of judgment, if there should be one, must be made indirectly, in order that the customer may come to a conclusion through his own reasoning on the basis of facts given him.

With this type of customer it is unnecessary to mention or call attention to points that may be observed by a careful examination. The practical person, as a rule, will notice them. However, some important point about the quality or kind of leather, the lining or outer sole, will be well received. Elaborate styles will generally not be acceptable. Quality and fit on the basis of price will be the deciding factors.

SILENT

The fact has already been mentioned that the silent salesman causes the customer to be ill at ease. More so, perhaps, is the silent customer difficult to handle and the cause of embarrassment to the inexperienced salesman. The natural thing among people is for them to talk enough so that their thoughts on a subject may be known. Perhaps the best plan in serving customers who will not express an opinion is to take it for granted that they agree with everything being told them and finally to assume that they are satisfied and ready to make the purchase. To close the sale some definite suggestion, such as, “In wearing these you will find the cushion pad of special comfort,” followed by the motion of preparing to write the ticket, will either close the sale or else cause the customer to express definitely any opinions or preferences he may have.