Retail Shoe Salesmanship

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

MAKING TWO SALES OUT OF ONE

Just as it is possible for a man, by mixing brains with his effort, to make two blades of grass grow where one grew before, or to grow two bushels of wheat on the plot that formerly produced but one, so also the salesman may increase his production of sales. With him it is a matter of seasoning his effort with ideas and suggestions that will appeal to the customer and stir-up the desire to buy. To illustrate: The manager of one of the finest shoe departments in the United States has built up a big business in patent low-cut shoes. The growth has come about largely through the application of an original but simple idea that has as its basis a positive suggestion to the customer. The plan may be described briefly by mentioning the case of a woman who enters the department to purchase a pair of spats. The salesman, working on the idea, gets the spats, removes the customer’s shoes and puts on her feet a pair of patent leather pumps. He had, of course, previously taken notice of the size of the customer’s foot. Having put on the patent leather shoes the salesman then adjusts the spats, dropping just a word of explanation to the effect that spats can be judged to better advantage when fitted over patent low-cuts. The result in a large percentage of cases is the sale of the patent leather shoes as well as the spats.

Illustrations without number might be mentioned to show the generous response, in the way of increased business, that follows in the path of intelligent effort. Some of these the salesman might well use, without variation, in his daily work; others he might improve to meet more closely the demands of his own trade. However, the greatest good will come to the salesman who uses these illustrations as a guide rather than as a model to be copied line for line.

An incident worth mentioning is that of a gentleman accompanied by his wife and two children who entered a shoe department to purchase a pair of canvas shoes for the lady. It was in the early spring and the family was starting off to spend some time in the country. While serving the woman the salesman noticed that the husband was wearing heavy winter shoes, and after completing the first sale he suggested a “pair of comfortable canvas shoes for all-around country use,” and mentioned that a new line had recently been received. He was then quickly on his way to select a desirable shoe, and by the time he returned the customer had half decided that he probably would be much more comfortable with a pair of light shoes. The feel of the shoe upon his foot served to complete his decision—and the sale followed. A bright remark on the salesman’s part to the effect that he could furnish “two pairs of shoes for the price of the one just bought” was an original way of suggesting shoes for the two children. It appealed to the customer and another sale was made. Furthermore, the customer was more pleased with having purchased the four pairs than he would have been with only the one he had first planned to buy.

It is out of the question to suggest that this plan or any other would produce results in every instance—every salesman knows that it would not. On the other hand, it does very clearly point out how intelligent effort on the salesman’s part can be turned into sales when properly directed to meet the needs of the individual customer.

ADVANTAGES OF AN EXTRA PAIR

There is probably not one customer in fifty who understands why it is to his advantage to be provided with an extra pair of shoes. Most customers would agree that, for the sake of variety, it would be well to have another pair so that they might alternate in wearing different shoes. But they do not realize that there is actually an advantage of money saving to be gained.

It is for the salesman to offer a definite reason for the purchase of a second pair. If the shoes are allowed to “rest” every other day or perhaps for two days after each time they are worn the wearing life will be much greater. By regularly changing off in this way, opportunity is given for the foot perspiration to dry out before it is able to cause any damaging effect upon the leather and fabric, especially that on the inside of the shoe. In addition, there is the sanitary advantage. Most people live in their shoes about sixteen hours a day and during that time subject them to a variety of conditions of cold, heat and dampness. From the standpoint of sanitation, it is as important to provide sufficient ventilation for the shoe as it is to do so for the rooms in which we live.

CLOSING THE SALE IN THE STORE

Satisfaction on the part of the customer is the basis of successful merchandising. Every wide-awake salesman and dealer realizes this fact, and makes it a part of his selling policy to insure the customer’s entire satisfaction, as far as it is humanly possible to do so. The mistake sometimes is made, in trying to please a customer, to leave an unnecessary opening for dissatisfaction. For instance, the salesman might make the remark to an undecided customer, “Take them home and if they are not just what you want, bring them back.” The suggestion is made with the best intention to serve well. But there is in it the germ of indecision which may later develop into dissatisfaction and cause the customer to return the goods when there may be no occasion for it.