We have just moved in to a new home in Florida. I foolishly thought we were pretty settled in because the furniture was arranged, the windows were draped or shuttered, and the pictures were hung. This of course was with all our old furniture. Now comes the “re do” - the getting rid of all the stuff that really “doesn’t go.”
Unfortunately, this process starts with the word that draws fear into the hearts of most males, the dreaded “shoppy.” Now, if “shoppy” equated with “buying,” I wouldn’t mind it. But “shoppy” means looking, touching, measuring, charting and repeating it all over in at least four more stores before returning to the first store for comparison.
Last week, it was the perfectly good brown leather couch and love seat that just “didn’t go.” Bernadette, my wife, decided it would be preferable to replace it with two teal couches that would really tie the whole room together. So off we went “shoppy” to one of those leather places that have many couches available in a variety of leathers and hundreds of colors.
We were met at the door by George who said; “Welcome to our store.” George followed us around and directed us to different models of couches based on what Bernadette was telling him. Finally, Bernadette settled on a couch she liked - which means I automatically liked it too. She wanted measurements and prices. George said the price was dependent on the leather selected.
Across the store was a huge display board. Approximately four feet high by six feet long, this display had pieces of leather draped from hooks and artfully displayed many of the colors of leather available. Bernadette headed for this display with a two inch square piece of fabric she wanted to match. From the many choices, she selected the one that was the “winner.” George looked at the fabric, but could not detect any markings - style number, color code, - nothing. George tried to disengage the fabric from the board but it was holding firm. George took off to the back of the store.
While we were engaged in this “shoppy,” I noticed a young woman who also worked in the store. As other customers came and went, she introduced herself as: “Hello, I’m Elizabeth the manager, let me know if I can help you.” About four other customer groups - husbands and wives, families - came and went while we were in the store. I noted there were no buyers.
Shortly, George returned from the back of the store. He said the leather was not available. Bernadette, of course, asked why the leather was on display if it couldn’t be had. George really did not know. Not to be put off, Bernadette had spied another chair she liked for another room in our house. How much and what are the measurements? Off George went again; this time Bernadette pursued him.
Elizabeth the manager, was at the back of the store. She directed George to get the number from the chair. George took off for the front of the store, and then returned with no number. Elizabeth the manager told George the chair had to have a number - seek and ye shall find! George took off again, like a dog in pursuit of a bone. Once again he returned empty handed. The third time Elizabeth directed George to the front of the store, Bernadette lost her patience and I knew we were also off to the parking lot.
As George saw her headed for the door, he said “We’re a new store and really don’t know everything yet - maybe you should come back when we have our act together.”
As we got into the car, Bernadette wanted to know why Elizabeth the manager never tried to help George. If it was commission sales, Elizabeth knew she wouldn’t be getting our commission – unfortunately neither would George.
That’s the story here’s the recap:
1. Don’t be too quick to sell “New” products. Learn them like the back of your hand.
2. Don’t practice on customers – it’s an expensive way to learn about “New” products.
3. Don’t tell people that you’re “New.” If a pilot announced before takeoff that he was "New" at flying the 757 I was on – I’d get off the plane.
4. If you’re a manager you don’t have to tell people. If your actions speak louder than your words – most folks will be able to figure it out. (This applies mostly to retail)
5. Preparation prevents poor performance – always has and always will.
6. It doesn’t take talent to be ordinary. We live our lives surrounded by boring and bland people – literally walking dial tones. When you combine preparation + professionalism with excitement for your products – something extraordinary happens and everyone feels it.
In this example there are two certainties. Bernadette and I will definitely buy new furniture and there’s one store in particular that will definitely not get our business.
George and Elizabeth don’t know how much they don’t know – which will have a negative impact on sales. It already has.
