It is not unusual for a customer who may be undecided to bring along a friend to assist in the selection. The salesman, under these conditions, may have the task of selling two people the one pair of shoes, because the sale depends upon the satisfaction of both. The effort to sell will, of course, be directed to the person who is buying. However, should there be a difference of opinion between the two concerning some important point such as size or fit, the salesman would naturally be supported by the person who favors the shoe he is suggesting as the most desirable one. Although it would be a mistake for him to make a controversy of it by setting up sides, he can assist in bringing about a decision by a suggestion or two in favor of the person who has agreed with the salesman’s selection.
A woman customer accompanied by her husband, or vice versa, offers another situation that calls for tact on the part of the salesman. One good woman explained that her husband had bought himself a new suit but that she had accompanied him simply to pick out the one he should have. The shoe salesman under the same conditions, will soon be able to tell which one of the two is to do the deciding, and he will then direct his selling effort accordingly.
IGNORANT AND POOR
As a test in salesmanship and the ability to serve different types of customers, the question was asked before a training class for retail salespeople as to the manner in which a customer answering the following description should be greeted and served:
A woman about thirty enters the store carrying a baby in her arms and leading another child by the hand. Her clothes are shabby. She is evidently tired and makes her way to the nearest chair. She looks discouraged.
The salesman on considering these facts realizes at once that such a customer cannot be served in the same manner as the care-free schoolgirl. If he places himself in the position of the tired woman he will realize that her problems are different and that she requires in a shoe not only service but quality, fit, style and price to meet her own circumstances.
The salesman would make no effort to hurry such a customer. He would realize that she would get genuine comfort by resting for a minute or two before getting down to business and that she might not even care to think of shoes while resting. Being discouraged, as shown by her expression, she would probably be cheered by a remark and some show of interest in the children. To show an interest would not mean to pry into her personal affairs or to ask a lot of questions, but a kindly word would serve to direct the woman’s thought from her troubles and to put her in a buying frame of mind.
Such a customer would expect shoes that would give her the maximum of wearing quality for the money she has to spend. Her appearance indicates that she is poor. She wants the greatest possible wearing service and comfort that she can get. She deserves the best fit that it is possible to give her, and she will generally be glad of the salesman’s suggestions concerning the shoe she should wear. The matter of pattern and style is not a prime consideration. Talk quality and supply a strong, serviceable shoe. Show an interest in the children and they will at once be lined up for the next pair of shoes the mother is able to buy them. It may have taken ten minutes longer to serve the woman well, but she has been satisfied and has been made a steady customer.
STYLE REGARDLESS OF PRICE
A certain amount of almost every store’s trade is made up of the customer who is interested above all other things in style. Something has already been said concerning the personal appearance of such a customer. The whole outfit from hat to shoes will speak in terms of style.