Are you pissing off potential customers?
The first thing we learned in my marketing class was that marketing and advertising are not synonyms. Advertising is only a small part of what marketing is. The rest is service, location, atmosphere, and dozens of other elements that can entice a customer to buy your product or service.
Lately I’ve been looking at and buying expensive toys - my new computer, my car, and now an HDTV. It’s fun having the money to buy what I want, sure. But shopping for “expensive” items when you’re a college student is a pain in the ass. The sales people are uninterested in helping me because of my age.
I was playing poker with a car salesman once and he was talking about the way he assesses potential customers. He said that if he saw a middle aged man and a “kid in his mid 20s” he wouldn’t think twice about ignoring the “kid” and helping the middle aged man. What if the kid is looking to by a more expensive car than the middle aged man? It’s not preposterous to believe he has more discretionary income - he might be single, no kids, and have a great job.
For most people in sales this isn’t even a conscious decision - they simply equate money with older people. So when I’m looking at HDTVs at Best Buy the sales associates tend to ignore me. They’ll walk right past me to talk to the man and his wife who look like they’re in their late 40s. I would argue that I’m more willing to pay for the latest technology and I’m in the age group that wants the “coolest” TV.
I’m not offended, though. I’m happy to walk down the street to Circuit City and spend my $1,500 there.
I experienced the same situation when I was buying a car. The salesmen were always trying to sell my dad on the cars. Not a single salesman approached me first - it was always my dad they introduced themselves to. The only time they addressed me was when it was time to negotiate price - they thought it was time to screw the kid on price.
Apple was the same way. They ignored me until I approached them and asked to buy my 23″ cinema display. After they realized I was willing to buy one of their more expensive products I had 2 sales people helping me.
How many sales are companies losing because they ignore the younger shoppers based on the assumption they have less money? Too many, I bet.
If you work in retail, treat everyone like they’re a potential customer. I’m dying to give my money to these companies but none of them want to take it.
11 responses so far ↓
8 Nov 2006 at 2:56 am
Dude,
You buy stuff in stores? That’s like so 1990’s. I did purchase a computer I found online in the store to save on the delivery costs but dude have you heard of the internet?
Skip dealing with the loser sales people and buy your next car online. Or computer or heck buy your next whatever on the intrawebs via The Google.
8 Nov 2006 at 8:06 am
I’ve been in that same boat numerous times, and at this point, whenever I’m being ignored, I’ll immediately go and give the nearest salesperson shit.
The bottom line is that I’m there to buy something, and they’re there to sell something. If they don’t communicate with me, nothing will happen. What would the CEO say to that?
So, if I get ignored, somebody’s gonna get the whole “reason why we’re here” speech and end up feeling like a jackass.
I will note, though, that I pretty much assume I’m going to be ignored. To combat this, I immediately approach a salesperson who looks like he/she actually knows what’s up, and I let them know the reason why I’m there.
Generally speaking, this gets me the results I’m after, and I don’t have to act like a jerk, either.
8 Nov 2006 at 8:58 am
I was in an apple store a while ago and was not approached once. Also when I was buying a tv at Circuit City.
But now I buy everything on the internet.
8 Nov 2006 at 12:23 pm
Chris - maybe I’m being petty, but I feel like it’s their job to approach me. If they don’t I make a decision to shop somewhere else.
Obviously with a place like the Apple Store that doesn’t work so well since I’m addicted to their products, but there are a number of stores selling all the other electronics I want
8 Nov 2006 at 2:36 pm
Didnt you get the point. Buy your shit on the internet.
8 Nov 2006 at 10:49 pm
I don’t like buying TVs online
I don’t get to see how they look first.
9 Nov 2006 at 8:07 pm
I bought my guitar on the internet, big mistake - didn’t get a chance to play it first, but I was young and internet savy so I decided to do that…woops. Theres a lot to say about buying things in person, watching the TV, test driving the car, playing the guitar, etc etc.
Next time loiter around the really, really expensive shit and see if they notice you then.
10 Nov 2006 at 1:05 pm
I used to work in retail as a sales associate (T-Mobile) for three years before finally getting out of it! Ah, what hell it was. I didn’t treat people this way but most of my co workers did and I always loved it when I made a sale helping “the kid” because no one else wanted to help him. lol. Usually if I get this treatment sort of treatment in a store I like to take up as much time as I can from the nearest sales person acting all interested…then I go get the same product somewhere else.
8 Feb 2007 at 8:15 pm
Listen to your customers. Especially when they are right in front of you.
8 Feb 2007 at 8:18 pm
This got me to think about the way we treat customers and family. Who hasn’t promised something to a family member or good friend and when the deadline passed said to him or herself, “Oh he or she will understand.” Many of us are often more attentive to our customers than our families.
In this 24 by 7 world it is important to take the time to spend quality time with your family. I recommend treating both family and customers respectfully. A promise to either is a commitment that must be fulfilled.
9 Mar 2007 at 9:36 pm
Too funny,
ok, I’ve been in corporate sales for 10 years, and so frustrated. I googled “shit for sales people” and this site was the first to populate…. Welcome to world of the female consumer.. funny how men are so discombobulated when help is not at the foot of throne….. I have been very successful and, as a woman, in “man’s world,” able to throw around a little money myself. It is shocking how discriminated we are as consumers.. ok… my point being is …. LOOK AT WHO IS BEHIND THE COUNTER! Usually, uneducated, lower income, individuals who only care about how to pay next weeks expenses. I understand that is completely not PC, but have a little compassion! Those who work retail are just trying to make the most of the hours they are assigned…. or they are just jackasses with absolutely no work ethic at all.. which is most of our workforce today. I plead for those talented youth to not be tainted by the stain of corporate America… find your own passion, your mana, your own spirit . It’s up to you guys to change this corporate standard! love and peace
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