Amazing Customer Service = 500% Sales Increase

I don’t normally go to “super sales” – you know the ones that are held at special, warehouse-like venues. Yesterday, however, was different. I was on my way home from the university and heard a radio commercial for Tom’s Place. They were holding a 4-day designer suit sale taking place at the International Centre. I was on the 401 and the next exit was the one I needed. Since the sale had only started 3 hours earlier, I figured the selection would still be pretty good. Before I could tell myself that I had been planning to get a new suit anyway, my car headed for the exit “all by itself”. It seemed like the universe was working with me.

When I got there, the sheer vastness of the place was overwhelming. As I tried to get my bearings and figure out where the women’s clothes were in the sea of men’s suits, a woman named Angela took me under her wing. Angela turned out to be aptly named; she was indeed an angel.

First she led me over to where the women’s suits. What I didn’t realize until later is that she had led me directly to the rack that held suits in my sizes. After I had a couple in my arms she approached my smilingly and asked if she could put them in a “change room” (picture curtains handing from rods) for me. As she lightened my load, I asked her where I could find jackets that were not being sold as part of a suit.

Instead of taking me to another part of the football field (actually, the BMO field would have fit into this place!), the young woman invited me to start trying on the suits I had selected and offered to find jackets for me. After confirming my size and colour preferences, she went set off on her search.

After the first group of things she brought to me, Angela seemed to get a good sense of what I liked and what I didn’t. Over the course of the next hour and a half she took the things I didn’t want from me, kept passing me in clothes and was truly objective and helpful when I came out to peer in the mirror.

A couple of the other sales women would say, “That looks nice” as I grimaced at my reflection. Angela, however, would shake her head and say “It’s too short for you”, or “The other one flattered you more”, or “We can do better”. Politely, but most definitely, she let me know when something was not flattering... but only when I seemed uncertain or asked for input. Somehow she got the others to stop their phony flattery, too. What a relief if was not to have to contend with the insincere sales talk.

Angela’s help resulted in me leaving with multiple suits and tops – when I had only planned to pick up one suit (and maybe only a jacket at that). I spent more than 5 times what I had planned to spend.

When that happens, people often end up with buyer’s remorse.  Not me. What I ended up with are suits I love and a jacket I know I would not have tried on if left to my own devices.  I’m still excited by my new clothes, and as those close to me will tell you, clothes don’t exactly turn my crank.  Shoes yes; clothes no.

Not only did Angela help me with my clothes, but she helped me find a few accessories and things for my daughters’ stockings.  She held things up, tried belts on so I could see what they looked like and was generally wonderful.

Did she ignore other customers in the process?  No. I heard her taking things to and from the lady in the next “stall” while I was changing. I watched her gently get a dad to agree when his daughter wanted the slightly more expensive suit that clearly looked the best on the young woman (it was for her first job interview). And I saw her greet a woman entering the fray while I sifted through blouses.

I was so impressed by the way Angela had handled things that I asked to speak with her manager after I had paid for my treasures. What I learned is that he often receives compliments on the way she treats customers – and almost always outsells everyone by a significant margin.

He seemed surprised by this given that she is so quiet.  I’m not. Angela did a lot of things right:

• She greeted me politely, then escorted me to the right section of the sale.  She didn't simply point and leave me to find the racks on my own.

• She greeted me politely, then left me alone as soon as I was in the right area of the “store”.

• She was friendly without crossing the line into “too familiar” (which one of the other women most definitely did!).

• She was helpful – truly helpful.

• She asked questions and heard what I had to say (which goes beyond simply listening).

• She didn’t fawn in an attempt to make the sale.

• She engendered trust by giving me objective feedback when asked.

• She didn’t try to force the sale. When I appeared uncertain, she would say, “If you’re not sure, then don’t take it”.

• She was courteous and treated me with respect.

If Angela helped me spend +500% more than what I had intended to spend - and if she consistently outsells everyone - then there are a few key lessons here about how to sell to professional women.

If this applies to your business, please let me know if you make any changes to how you approach women in business... and what results you experience.

In the mean time, I wish everyone a wonderful weekend. JMC