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Specialty Run
Mall Based Specialty
General Sporting Goods
Department/ Family Shoe Store
Mass Merchant
Access Experience Price Product Service
Dominate 5
5
5
Differentiate 4
3 3 Adequate 3
STORE RELEVANCY MODEL
STORE RELEVANCY MODEL
Access Experience Price Product Service
Dominate
5
Differentiate 4
Adequate 3 3
3
INTERNET RELEVANCY MODEL
Access Experience Price Product Service
Dominate
5
5 5
Differentiate
Adequate 3 3
SPECIALTY RELEVANCY MODEL
Access Experience Price Product Service
Dominate
5
5
Differentiate
Adequate 3 3 3
CUSTOMER REALITIES
EVERYONE SHOPS EVERYWHERE
RELEVANCE IS A SPLIT DECISION
LOYALTY IS FLEETING & CONTINUOUSLY EARNED
The man who has a prosthetic leg and regained the
courage to run, the bedridden woman who came off years
of anxiety and depression medication because she joined a
run group, the 300+ pound bachelor who exercised a safe
way and got his life back…everyday there is another
wonderful, miraculous story to add. As specialty running,
we get to serve folks like this every single day.
CHANGING LOCAL’S LIVES
MUST HAVE’S IN 2020
SYSTEM COMMAND
COMPETITIVE FOOTPRINT
BALANCED SELLING/SERVICE CULTURE
ROOTS BEYOND 4 WALLS
RELATIONSHIP SELLING
RELATIONSHIP SELLING
RELATIONSHIP SELLING
WHY ARE YOU HERE?
PROMOTE A HEALTHY LIFESTYLE
CREATE A THRIVING BUSINESS
DEVELOP RELATIONSHIPS
DEVELOP AND HELP PEOPLE ACHIEVE THEIR GOALS
RELATIONSHIP SELLING
NEW ABC’S OF SELLING
ATTUNEMENT
BUOYANCY
CLARITY
RELATIONSHIP SELLING
ACHIEVING ATTUNEMENT
PERSPECTIVE
BALANCED HEAD AND HEART
STRATEGIC ECHO
RELATIONSHIP SELLING
ACHIEVING BUOYANCY
FROM DECLARATIVE TO INTERROGATIVE
3 POSTIVE TO 1 NEGATIVE
FROM GENERAL TO SPECIFIC
RELATIONSHIP SELLING
POSITIVE
AMUSEMENT
LOVE
CONTENTMENT
JOY
COMPASSION
HOPE
GRATITUDE
AWE
PRIDE
INTEREST
RELATIONSHIP SELLING
ACHIEVING CLARITY
ASKS BETTER QUESTIONS
DISCOVERS WHY BY ASKING WHY
PROBLEM FINDS MORE THAN PROBLEM SOLVES
GROUP PROJECT
RELATIONSHIP SELLING
BOSTON 2014
PACKING FOR THE TRIP
LIST ALL YOUR GEAR
DON’T KNOW THE WEATHER
RELATIONSHIP SELLING
THE FATALIST
PRIMARY FEAR: FAILURE
PRIMARY DESIRE: SECURITY
PRIMARY ACTION: TAKE RESPONSIBILITY FOR THEM
WHAT TO SAY: “IF I COULD SHOW YOU A WAY TO….”
WHAT NOT TO SAY: “WHAT DO YOU THINK?”
RELATIONSHIP SELLING
THE EXASPERATOR
PRIMARY FEAR: LOSS OF POSITION
PRIMARY DESIRE: ACHIEVEMENT
PRIMARY ACTION: GIVE THEM A POSITION
WHAT TO SAY: “YOU’VE DONE A LOT….”
WHAT NOT TO SAY: YOUR ACCOMPLISHMENTS
RELATIONSHIP SELLING
THE APPRAISER
PRIMARY FEAR: AMBIGUITY
PRIMARY DESIRE: TO GET IT RIGHT
PRIMARY ACTION: GIVE THEM THE FACTS
WHAT TO SAY: “TOGETHER, LET’S FIGURE THIS OUT…”
WHAT NOT TO SAY: “TRUST ME”
RELATIONSHIP SELLING
THE RELATER
PRIMARY FEAR: REJECTION/RIDICULE
PRIMARY DESIRE: RECOGNITION/BELONGING
PRIMARY ACTION: ACCEPTANCE/APPRECIATION
WHAT TO SAY: “I ADMIRE THE WAY YOU…”
WHAT NOT TO SAY: “I DON’T THINK YOU CAN”
RELATIONSHIP SELLING
Build Trust
Identify the Issue Talk it Through
Educate on the Solution
SELLING PROCESS
BITE
RELATIONSHIP SELLING
Procedural Training
• “The What”
• Policies
• Procedures
Product Training
• “The How”
• Product Knowledge
• Fitting Process
Sales Training
• “The Why”
• Relationship
• Experience
RELATIONSHIP SELLING
BUILDING TRUST
The Greeting vs. The Opening
The Greeting
Acknowledgement in 10 seconds
Make Eye Contact
The Opening
Wait for the Pause
Shoulder to Shoulder
RELATIONSHIP SELLING
BUILDING TRUST
Openings (Assumptive or Choice)
The Good
FATALIST: How can I take care of you today?
EXASPERATOR: How can I be of service to
you today?
APPRAISER: I see you are wearing_____.
How did they work for you
RELATER: What brings you in today?
RELATIONSHIP SELLING
BUILDING TRUST
Greetings/Openings
The Bad
Can I help you?
Are you here for shoes?
Is this your first time here?
Let me tell you about what we do here.
Let me know if you need anything
Any “yes” or “no” question
RELATIONSHIP SELLING
IDENTIFY THE ISSUE
The Good
“Tell me” about your last run/workout
“Tell me” what apparel you wore the last time you
exercised?
“Tell me” What are you training for?
“Maybe not today, but when was the last time you
were custom fitted for shorts?”
“Since you are serious about your time, AT SOME
POINT you should consider GPS.”
RELATIONSHIP SELLING
IDENTIFY THE ISSUE
The Bad
Need any socks?
Can I help you with anything else?
Is that going to do it for you?
Enjoy your shoes; someone will ring you up in
the front of the store.”
RELATIONSHIP SELLING
IDENTIFY THE ISSUE
The Good
FATALIST: I notice you’re wearing cotton socks;
try these while we fit you.
EXASPERATOR: How often do you like to
exercise?
APPRAISER: Tell me what research you did
before you came in today?
RELATER: We are about to start a new training
class that could be perfect for you.
RELATIONSHIP SELLING
IDENTIFYING THE ISSUE
“TELL ME” QUESTIONS
“MAYBE NOT TODAY”
“WHY?”
“AT SOME POINT”
RELATIONSHIP SELLING
TALK IT THROUGH
PROVIDE A ROADMAP
DON’T LECTURE. GET FEEDBACK
SIT IN THE DENTIST CHAIR
FATALIST: What you should expect to feel is…
A bump on the inside on your shoe.
EXASPERATOR: With your extensive running history….
I need you to tell me which one is less noticeable to you
APPRAISER: Together we are going to figure out…
which training program is best for you
RELATER: This is our latest and most popular model…
so if it fits you, I feel you will love it
RELATIONSHIP SELLING
TALK IT THROUGH
RELATIONSHIP SELLING
TALK IT THROUGH
BASED ON WHAT YOU TOLD ME
AFTER WE ARE FINISHED UP HERE
REMEMBER 3 TO PICK 2
(The Why not the How)
FATALIST: These stability shoes will…
take pressure off your knees.
EXAPERATOR: This shirt will dry quickly and….
keep your mind off your gear and on winning the race
APPRAISER: This insert will support your arches and…
alleviate your heel pain
RELATER: You will look great at the race next Saturday
RELATIONSHIP SELLING
EDUCATE ON THE SOLUTION
RELATIONSHIP SELLING
EDUCATE ON THE SOLUTION
ASK FOR A PREFERENCE
FOCUS ON FIT NOT FEATURES
TESTIMONIALS RULE
PAINT THE PICTURE
RELATIONSHIP SELLING
MEASUREMENT = CHANGE
A successful Selling Process is measured by an
employee’s ability to sell across multiple
departments and will effectively increase
average sale and units per transaction
RELATIONSHIP SELLING
Grade Average Sale
Units per Ticket
A $100.00 + 2.8 +
B $90.00 + 2.4 +
C $80.00 + 2.0 +
D $70.00 - 2.0 -
WHAT DOES GOOD LOOK LIKE
RELATIONSHIP SELLING
Build Trust
Identify the Issue Talk it Through
Educate on the Solution
SELLING PROCESS
BITE
RELATIONSHIP SELLING
EXTROVERT OR INTROVERT
I START CONVERSATIONS WITH PEOPLE I DON’T KNOW
I FEEL COMFORTABLE IN GROUPS AND LIKE WORKING IN THEM
I GET BORED WHEN I’M BY MYSELF
I DON’T MIND BEING THE CENTER OF ATTENTION
I HAVE THE MOST FUN WHEN I AM THE LIFE OF THE PARTY
RELATIONSHIP SELLING
PRACTICING BUOYANCY
PERMANENT: I HAVE COMPLETELY LOST MY ABILITY TO
ATTRACT NEW CUSTOMERS
PERVASIVE: EVERYONE IN THIS INDUSTRY IS IMPOSSIBLE
TO DEAL WITH
PERSONAL: THE REASON SHE DIDN’T BUY IS BECAUSE SHE
DIDN’T LIKE ME
SHE TELLS YOU THAT SHE SUFFERS FROM CHRONIC FATIGUE SYNDROME
AND HAS TYPE 2 DIABETES.
YOU LOOK AT THE PRESCRIPTION PAD AND REALIZE IT IS 2 MONTHS OLD
CASE STUDY 1
THE PODIATRIC REFERRAL: FATALIST .
SHE HANDS YOU A PIECE OF PAPER & SAYS HER DOCTOR MADE
HER COME HERE TO GET SHOES
SHE WON’T MAKE EYE CONTACT AND IS OUT OF SHAPE
FEMALE CUSTOMER WALKS IN THE DOOR
RELATIONSHIP SELLING
SHE TELLS YOU THAT SHE DOESN’T KNOW WHY SHE IS HERE BECAUSE
HER FEET HAVE HURT FOR 20 YEARS AND THERE IS NOTHING ANYONE
HAS BEEN ABLE TO DO TO HELP THE PAIN.
RELATIONSHIP SELLING
CASE STUDY 2
THE RUNNER JUNKIE: RAY CLIMBS OUT OF HIS 4X4 TRUCK AND STRUTS INTO THE STORE. HE WALKS UP TO THE FIRST PERSON HE SEES AND ASKS IF HE CAN TALK TO “LITTLE JOE”. JOE IS A PART TIME ASSOCIATE WHO SERVED RAY LAST TIME, BUT HE IS NOT WORKING TODAY. RAY RUNS NEARLY EVERY RACE IN TOWN AND TRAINS VERY HARD. HE COMES IN TO THE STORE OFTEN TO TALK ABOUT HIS SUCCESS. HE IS A GOOD RUNNER AND LIKES PEOPLE TO KNOW IT. SOMETIMES HE COMES IN AND BUYS MANY ITEMS. SOMETIMBES HE LEAVES EMPTY HANDED. YOU NEVER CAN SEEM TO TELL WITH RAY. RAY HAS HIS FAVORITE EMPLOYEES. YOU HAVE SEEN HIM ARGUE WITH SALES ASSOCIATES BEFORE, BUT HE LOVES JOE AND A COUPLE OTHER ASSOCIATES. BUT NONE OF THEM ARE HERE TODAY. IT’S YOUR TURN. WHAT DO YOU DO?
RELATIONSHIP SELLING
CASE STUDY 3
THE RESEARCHER: A MALE CUSTOMER COMES INTO THE STORE. YOU HAVE NEVER SEEN HIM BEFORE, AND HE IS HOLDING A WEB PRINTOUT WITH A NUMBER OF SHOES ON IT. HE SAYS HE’S BEEN RESEARCHING SHOES AND WOULD LIKE TO TRY ON THE BROOKS ADRENALINE 13, THE MIZUNO INSPIRE 9, SAUCONAY GUIDE 6, AND THE ASICS 2000 ALL IN SIZE 11. HE BEGINS ASKING YOU QUESTIONS. WHAT IS THE DIFFERENCE BETWEEN THE ASICS 2000 AND 3000? WHAT EXACTLY IS STACK HEIGHT? WHAT IS THE DIFFERENCE IN HEEL TO TOE DROP BETWEEN THE GUIDE AND THE INSPIRE? IS THIS GUY HERE TO BUY OR PUMP YOU FOR INFO? HOW DO YOU HANDLE THIS?
RELATIONSHIP SELLING
CASE STUDY 4
THE SOCIAL CHAIR: HERE COMES RHONDA. SHE WALTZES INTO THE STORE, SMILING BIG, AND SAYING “HI” TO EVERYONE SHE SEES BY NAME. SHE IS A REGULAR CUSTOMER WHO HAS SHOPPED THE STORE FOR SEVERAL YEARS. RHONDA IS DRESSED TO THE 9’S. THE LATEST RUNNING GEAR AND COMPLIMENTARY ACCESSESSORIES. SHE CERTAINLY DOESN’T “NEED” ANY NEW ITEMS. SHE TELLS YOU THAT SHE IS ON HER WAY BACK FROM THE CLUB AND IS DROPPING IN TO SEE IF ANYTHING NEW IS HAPPENING. IT’S YOUR TURN TO TAKE RHONDA ON THE STORE TOUR. WHERE DO YOU TAKE HER?
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