Good Sales Experience - Good Sales Training?

I was sold to the other day, and it was good!

When I go shopping for anything, I go with the mentality of “I don’t pay retail”. I find that going into a purchasing situation with this mind set is great for negotiating because I find that I become really hard nosed about price.

Knowing what I know about sales, if someone can build enough value in a product during a sale, price is rarely the deciding factor. But it’s rare that someone has the skills to build the kind of value that convinces me to buy without a discount.

Some weeks ago, I remember getting home from work, sitting on the side of my bed and taking my shoes off. As I took them off I realised that they had been worn to pieces almost. The heel was worn down, the toes were turned up and creased, the tongue was falling out. Apart from being embarrassed with myself I made my mind up that it was time for a new pair.

The next day was a Saturday and I set off in the morning to look for a new pair. The first shop I went into was the shoe emporium on Pitt Street mall in Sydney CBD. The great thing about this store is that they have a whole floor designated for men and they have a great range.

When I walked downstairs to the men’s floor I noticed a very pretty girl serving customers, another mind set I like to go in with is “never buy off a pretty girl” because sometimes I can be easily influenced by pretty girls and end up buying something I didn’t want.

I saw a pair of shoes that looked identical to my damaged shoes but were significantly less expensive than the shoes I had previously purchased. I asked the girl to get my size, and she did. They fit really well and looked great on the foot, probably better than my old shoes. I had already decided that I was going to buy them so I turned on my “I don’t pay retail” mindset and started negotiating.

The conversation went like this:

Me: Hmmmmm, I do like them but I’m not 100% sure.

Seller: Really, what aren’t you sure about?

Me: They’re a little outside my price range. (now I’m throwing a line out for the standard 10% off that retailers usually offer, which I would have taken because these shoes were already cheaper than my last pair)

Seller: Right, Can I ask what you’ll be using them for?

Me: I’d use them for business.

Seller: Do you have any other business shoes?

Me: I do have some others, I’m just looking for a spare pair. (which wasn’t true, they would be my only pair)

Seller: Do you have any others in this particular style?

Me: I used to but not any more.

Seller: Did you wear those shoes often?

Me: I wore them all the time actually.

Seller: So if you bought these shoes, is it likely that you would wear them as often. (Now she’s got me, I’m cornered)

Me: I guess I probably would.

Seller: So, do you think you would get value for your money?

Me: Yeah, I probably would.

Seller: Well, that works out well for you, how did you want to pay? Cash or Credit?

Me: Cash please.

Hook line and sinker. I threw out a line to see if I was going to catch a fish and as it turns out the fish caught me. I payed retail and I bought from a pretty girl.

The girl who sold me the shoes was very skilled at getting me to self evaluate the value of buying those shoes. She didn’t try to convince me why they would suit me, or tell me that I looked great in them, that I could dress them up or dress them down, that they were of great quality. The sales person got me to think about scenarios in my head, I begun thinking in pictures of what did I previously have and how often I would have worn them and where I would wear the shoes in the future (if I bought them).

Her tactic was well worked and sharply executed, I walked away happy for two reasons; 1) I got a pair of shoes to replace my old ones in tatters. 2) I was sold to in a silky smooth style that I can only applaud.