I was in Macy’s flagship store in New York City back in 1995. Seven floors of department store Nirvana. Everything you could ever imagine under one roof. I thumbed through sport coats of all sizes. Found several even bigger than the 50-Long I was wearing. They had everything … except a shirt that would fit me. My problem is that along with my wide shoulders I have long arms and a long torso. I need shirts that are sized “tall”. Even though they had at least a dozen jackets that would be too big for me, they only had one shirt my size in the entire 2.2 million square feet (a Ralph Lauren Pink Oxford for $110), and no shirts for those guys who would be wearing the bigger blazers.
But I’m not writing this to tell you about a store that failed me. I want to show you what “winning” looks like.
Along with the struggle of finding quality shirts that fit, I have run into a new problem. I am now allergic to a dye called Disperse Blue. It is found primarily in dark colored polyester fabrics. All those microfiber, dri-weave, quick-dry, ultra-soft, wicking fabrics I love are all off the plate in dark colors like navy or black or charcoal. This, after wearing a navy shirt almost every day for the last two decades!
In search of a new wardrobe, I walked into DXL in Ann Arbor. They specialize in big & tall sizes from brand names like Reebok, Adidas, Nike and Ralph Lauren. They also apparently specialize in customer service.
I was greeted pleasantly at the door by a couple of sales people. I told them my problem with Disperse Blue dyes and what I needed. While one salesperson led me around the store, the other got on the Internet and started researching the dyes used in her clothing brands. Not finding the info there, she called corporate offices. She didn’t get any answers (the corporate office was closed), but before I tried on my first item, she handed me a phone number to call that would be the most likely place to find out which shirts used Disperse Blue dyes and which did not.
I didn’t ask her to do any research. I was planning on buying light colors and/or 100% cotton to avoid the issue in the first place. But she went way above and beyond my expectations, looking up websites and making phone calls to help me out.
This isn’t typical sales clerk behavior. I know. I’ve been shopping chain stores for a long time looking for shirts that fit. She surprised and delighted me. I bought a Ralph Lauren shirt among other items and will definitely be back to buy more. More importantly, I’m telling you about my wonderful shopping experience. About 300+ people read this blog each day. That’s pretty decent word of mouth wouldn’t you say? I’ll probably tell another dozen people or more.
This salesperson listened to my problem and then did more than I ever expected to try to solve my problem. That’s what “winning” looks like. Do you have that culture in your store?
PS Let’s break down the key steps. The first thing that happened is that the salesperson listened. Then she acknowledged she didn’t know about Disperse Blue dyes. She asked more questions. Then, while another salesperson showed me around the store, she got online and on the phone to try to solve my problem. Either she is trained incredibly well, or she is just an incredibly helpful person (or a little bit of both). If there is a skill your sales team needs, you need to either hire it or train it (or both). I can help you either way.
PPS Word-of-Mouth is the most powerful form of advertising. Here’s the key. It comes from your customer service budget, not your advertising budget. We’ll discuss the four tried-and-true ways to consistently get people to talk about your business in the SPOTLIGHT ON MARKETING & ADVERTISING CLASS taking place Tuesday, June 20th. Are you in?