A new Park Run top

Recently a friend wanted to buy a new running top; she had a particular style and colour in mind. In the first shop she tried, when asked if they had anything in stock to match, the sales assistant showed her everything but what was asked for. It came across as if it was her fault that she didn’t fit the styles that they had. Needless to say, she left empty handed.

The next shop she tried asked if she was looking for anything in particular, and when told, they showed her two things that matched exactly. The assistant then suggested another item that my friend might be interested in. Again it looked great.

In the end my friend spent over £200.00 on three, not one, pieces of running kit. Why? Because the assistant was interested in her, listened, and only offered items that would interest her. He wasn’t going to try and sell her just what he had in the shop.

What can we learn from this story? Well, the first shop didn’t make a sale, but, more importantly, has lost a customer for life. Whereas the second shop made a sale of over £200.00, and has gained a customer that will be going back.

So, in your business, is your service losing you both sales and long term business, or making extra sales and fans that will return again, and again, and recommend you to their friends?

If it’s the latter I’m sure your business will go from strength to strength, but if the former I would be rather worried.

Author: David Wimblett

Business Mentor helping SMEs build their businesses by finding exactly the right customers that are perfect for them. Started my first business as a 21 year old. Live in Chilworth, Guildford, Surrey with my wife. We have four grown-up sons. Author of 'The 10 Year Breakfast' and 'BNI: One Bite at a Time'.

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