specialty run - karnan associateskarnanassociates.com/files/laceuplocalworkshopjune13.pdffatalist:...

Specialty Run

Mall Based Specialty

General Sporting Goods

Department/ Family Shoe Store

Mass Merchant

Specialty Run

Mall Based Specialty

General Sporting Goods

Depart/Family Store

Mass

Access Experience Price Product Service

Dominate 5

5

5

Differentiate 4

3 3 Adequate 3

STORE RELEVANCY MODEL

STORE RELEVANCY MODEL


Dominate

5

Differentiate 4

Adequate 3 3

3

INTERNET RELEVANCY MODEL


Dominate

5

5 5

Differentiate

Adequate 3 3

SPECIALTY RELEVANCY MODEL


Dominate

5

5

Differentiate

Adequate 3 3 3

LACE UP LOCAL

INTERNET

BOX

SPECIALTY

CUSTOMER REALITIES

EVERYONE SHOPS EVERYWHERE

RELEVANCE IS A SPLIT DECISION

LOYALTY IS FLEETING & CONTINUOUSLY EARNED

WHY LOCAL?

LACE UP LOCAL

CONNECTING LOCAL ECONOMY

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

CREATING LOCAL MOVEMENTS

$1,000,000

50,000

RELATIONSHIP SELLING

MUST HAVE’S IN 2020

SYSTEM COMMAND

COMPETITIVE FOOTPRINT

BALANCED SELLING/SERVICE CULTURE

ROOTS BEYOND 4 WALLS



http://www.youtube.com/watch?v=Dz7Sk8mhQ7k&feature=youtu.be


WHY YOU DO IT

PEOPLE DON’T BUY WHAT YOU DO.

THEY BUY WHY YOU DO IT


WHY

HOW

WHAT


WHY ARE YOU HERE?

PROMOTE A HEALTHY LIFESTYLE

CREATE A THRIVING BUSINESS

DEVELOP RELATIONSHIPS

DEVELOP AND HELP PEOPLE ACHIEVE THEIR GOALS


WE MOVE PEOPLE

http://www.youtube.com/watch?v=Dz7Sk8mhQ7k&feature=youtu.be


Stability

Fulfillment


NEW ABC’S OF SELLING

ATTUNEMENT

BUOYANCY

CLARITY

http://www.danpink.com/books/to-sell-is-human


ACHIEVING ATTUNEMENT

PERSPECTIVE

BALANCED HEAD AND HEART

STRATEGIC ECHO



ACHIEVING BUOYANCY

FROM DECLARATIVE TO INTERROGATIVE

3 POSTIVE TO 1 NEGATIVE

FROM GENERAL TO SPECIFIC



POSITIVE

AMUSEMENT

LOVE

CONTENTMENT

JOY

COMPASSION

HOPE

GRATITUDE

AWE

PRIDE

INTEREST


NEGATIVE

ANGER

DISGUST

EMBARRASSMENT

FEAR

GUILT

SADNESS

SHAME

COMTEMPT


ACHIEVING CLARITY

ASKS BETTER QUESTIONS

DISCOVERS WHY BY ASKING WHY

PROBLEM FINDS MORE THAN PROBLEM SOLVES


GROUP PROJECT


BOSTON 2014

PACKING FOR THE TRIP

LIST ALL YOUR GEAR

DON’T KNOW THE WEATHER


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?”


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


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”


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”

LACE UP LOCAL WORKSHOP


Build Trust

Identify the Issue Talk it Through

Educate on the Solution

SELLING PROCESS

BITE


Procedural Training

• “The What”

• Policies

• Procedures

Product Training

• “The How”

• Product Knowledge

• Fitting Process

Sales Training

• “The Why”

• Relationship

• Experience


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


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?


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


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.”


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.”


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.


IDENTIFYING THE ISSUE

“TELL ME” QUESTIONS

“MAYBE NOT TODAY”

“WHY?”

“AT SOME POINT”


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


TALK IT THROUGH


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


EDUCATE ON THE SOLUTION


EDUCATE ON THE SOLUTION

ASK FOR A PREFERENCE

FOCUS ON FIT NOT FEATURES

TESTIMONIALS RULE

PAINT THE PICTURE

13 FOR 6


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


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


Build Trust

Identify the Issue Talk it Through

Educate on the Solution

SELLING PROCESS

BITE


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


PRACTICING ATTUNEMENT

MIRROR MIRROR

UNCOMMON COMMONALITIES


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


PRACTICING CLARITY

THE 5 WHY’S

THIS SUMMER I PLAN TO…

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


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.


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?


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?


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?

specialty run - karnan associateskarnanassociates.com/files/laceuplocalworkshopjune13.pdffatalist:...

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