When a new digital solution for my clients is presented to me I request success stories. Some new ideas have flopped causing irreparable damage to relationships. With success in a related industry I’ll confidently present and often close the new digital concept. This is a technique learned owning a chain of shoe stores.
Shoes are the hardest retail product to sell because they have to fit. I learned the hard way to bring a female shoe model with me to shoe conventions. She let me know which shoes looked great and fit well. If the shoe didn’t fit we had to quit.
Another huge challenge was having the sizes available in popular models. The solution was carrying shoes from manufacturers who allowed fill in sizes, Customer loyalty was enhanced because people had confidence in our service. City Feet put in an SKU inventory control system in the 80s when Nordstrom was still counting by hand. We knew every day what shoes needed to be re-ordered to prevent losing easy sales.
There is a direct connection to having the proper inventory in an ancient business like a shoe store to today’s necessity to be able to meet constantly changing ways to generate sales in the digital age.
I learned in my shoe stores that customer satisfaction was possible even if we didn’t have exactly what was requested as long as we understood our inventory. Sales could be closed by offering shoes people wanted plus a couple they might like. That second shoe might either fit or looked better and sent shoppers off with a successful result.
Often electronic media prospects weren’t satisfied with whatever radio or TV station I represented until the digital age allowed me to fill whatever need presented itself. With thousands of choices, a larger arsenal is necessary to compete. It may seem difficult but we must embrace whatever vetted new option our organization presents to the sales team or lose closing opportunities that will not be replicated.
Like having the right shoe size, the perfect digital fit demands that we constantly embrace new solutions