Market Share and Customer Experience
What kind of sales experience does your team create for your customers? Recently we were in the market to buy new cleats for one of our boys. Seeing as we have four active boys price was a key decision on where we would take our son to select his shoes. After some online research we chose a sports box store based on overall prices knowing they wouldn’t carry all the cheaper pairs but would probably be the most competitive in overall pricing. I find it hard to purchase shoes and such online not know how they will fit our ever growing boys.
So the location is picked and before swim practice we embark on the buying journey. Now I’m here to tell you we didn’t have a bad experience but it wasn’t memorable either. The sales associate was neither offensive nor friendly. He was plain vanilla. Now before I go too far I know some of you like vanilla but to gain a wow experience vanilla doesn’t cut it. My son has some loyalty to certain brands but was willing to try many shoes on to insure he got something he was happy with. The associate never engaged with the true decision makers; they were there guiding the influencer through the purchase. The associate never asked any questions or built trust and value with any of the buying parties. He simple fetched the different size shoes for my son to try on. There were no recommendations, up sales or add-ons. Here we have a situation where we haven’t trained and or don’t observe and coach team members. Ok here are things that were missed. Shoes are only one small piece equipment for a baseball player. We have four active boys and plenty of needs. The influencer also plays other sports and could have used new goggles or swim trunks. All this could have been learned with the proper questions and engagement. What kind of market share are your associates and sales manager losing for you?
Have you watched your team engage with your customers? Do they know what the expectations are? Have you given them the tools to succeed? Do you observe and coach in the moment? If you didn’t answer yes to all these questions then you need to create a game plan and put it in to play before your peak season begins. Don’t lose market share due to poor sales management and customer experience!!!!!! Vanilla doesn’t gain you market share; it only creates bland experiences for your customers.
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