Sunday marketing tip: what’s your well-trained sales pitch?

Needing a new paid of runners I went to a well-known sports outlet on Friday, selected the style I wanted and asked to try them on in my size. The well-trained sales associated wanted to measure my feet to be sure. Next, I was asked to walk and then put on some device to assess which parts of each foot carried the most weight. The result was a recommendation for an inner sole for better support. I declined the offer.

While waiting for my size to be found in the back room, I noticed that placed in with the runners on display were displays of inner soles.  I also heard two other employees make the same recommendation of inner soles for support to other shoppers.

The cynic in me had me wondering whether the walking, measuring and weight balance device test were all about selling inner soles. I checked these products – they were a generic brand, made in China and therefore probably delivering an excellent margin. Between my realisation and completing the purchase I saw the pitch repeated several times more – in the name of excellent customer service … to make sure we get the right product for your feet and type of walk.

A glance around the shop showed several people with the promoted supports in their hands. The pitch works – it must otherwise they would not push it as they do.

While I am sure some newsagents train their staff to provide excellent customer service in recommending items to go with items already selected by shoppers, I wonder if we have down as well as this sports shoe store. The follow-up question is whether we would want to. I know newsagents are challenged getting employees to make offers across the counter.

My experience was a reminder of the importance in adding every dollar possible to a purchase and structuring the business for this to be done in a way that fits with the business and is easy. I wonder how many people have purchases these inner sole supports who did not really need them.