Do not spend a lot of time telling the customer all about the bones in the foot. The salesman should, however, examine the foot for enlarged joints, hammer toes, arch trouble, corns and so forth, and mention to the customer the foot trouble he discovers. He should take special notice of the size of the hosiery worn, by pulling out the end at the toes, and if he finds the hose to be too short he might mention the fact and suggest that a half size larger be bought next time. He might also explain the fact that short hose, like short shoes, are the cause of many foot troubles. He should spend some time studying the foot as to the width required; length of toes and such other matters. All this should be done before the customer is shown a shoe. It is important to spend considerable time in this preliminary work. Plenty of time spent in this way will mean that less time will be required later in the transaction, for the reason that the customer will be impressed with the fact that he is being served by a real shoe expert.
Bring to the customer only one style of shoe, and that should be the style the salesman has assured himself as being the one desired by the customer. Do not hand the shoe to the customer to examine and do not hold it up before his eyes to inspect. Take it directly to him and put it on the foot at once.
It is well always to bring two sizes of shoes, both of the same style. In other words, if you have decided the customer needs a size 6, but are not quite sure whether the foot is an A or AA, bring both the 6A and 6AA. Slip the larger shoe on first, and if it is too loose do not lace it up and do not wait for the customer to call attention to the fact that it is too large. Take it off immediately and slip on the smaller one. If this is the right size, lace it up. If you have misjudged the foot and brought both sizes too large or too small do not spend time in lacing up the shoe. This would cause the customer to lose the confidence he had gained in the beginning through the preliminary work. The salesman should go quickly for the correct size and at the same time take away the shoes that did not fit.
The next shoe should surely be the correct size, or else the salesman’s ability will drop in the customer’s estimation. If it is the right size place it on the foot and lace it up. Iron out the shoe well by pressing the toe down with one hand and smoothing out all the wrinkles with the other hand. Both the fingers and the palm of the hand should be used for ironing the shoe, while the other hand is used to press down the toe.
These suggestions by Mr. Watson are definite and contain some valuable hints. They bring the sale up to the point of getting the shoe properly fitted on the customer’s foot. The salesman should then continue the sale by asking the customer to stand in the shoe and then, perhaps, follow it with the suggestion that he “walk a few paces and notice how well it feels on the foot.” By the time the customer has returned to the chair and if he has not already made the decision to buy, the salesman might continue by suggesting that the other shoe be tried on. After having both shoes completely laced he is ready to ask the customer to walk in them and to lead him to a mirror where a full view of the shoes may be had. The customer is now face to face with the necessity to make a decision. He has been led through the sale with positive suggestions and has only to say “yes” to complete the transaction.
Another point worth remembering is that of placing the old shoe, when removed from the customer’s foot, out of the way and out of sight under the fitting stool. To throw it down carelessly for others sitting around to gaze upon is displeasing to the customer. He feels happier when it is out of sight.
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.