Selling Shoes 101
keep going...
keep going...
This is above is an Indigo Book Store by the way.
Q: Where does shoe buying have anything to do with the Micro Wants aka Crap that people actually buy every day?
How many times do you play basketball compared to wearing socks?
Chances are if you're not a professional basketball player you wear socks more than playing basketball with the socks right?
Air Jordan is one of, if not the most recognizable Lifestyle brand in the world.
Which do you think is harder? Selling Air Jordan Socks in the Church of Nike or selling No Name Brand in the Church of Nike?
An enterprising young chick at Foot Locker asked me what an upsell is today.
I had ask her if she was yanking my chain. Because upsells are all around her.
All sports stores are upsells.
The 50% Bike Sale is just to get you in the door!
All sports stores are upsells.
The 50% Bike Sale is just to get you in the door!
The whole entire Art of the Pitch is weaving the upsells to Close the deal to open the sale/relationship.
In EXHIBIT A:
You have picked up but have not paid for your steak from Walmart grocery.
You have picked up and have not paid for your Milk and Dairy that costs $10 from Walmart Dairy.
You continue loading up the cart of the MUST HAVES.
Then the Wall of Hell shows up.
This is where Kate got my mind going.
She tried to sell me on the shoes and then the Upsells.
Brilliant Mistake!
Because, it brought me back to this extremely real, effective and billion dollar Merchandising tactic.
Upsells are the first thing that sell.
Then the rest follows.
You see, what's the last thing you put in your bag?
By pure laws of logic. What's the first thing you PAY for?
THE UPSELL!
YOU WENT TO THE GROCERY STORE TO PICK UP MILK AND THE FIRST THING YOU BOUGHT WAS SOUR PATCH KIDS.
People pick up things all the time with the complete intention to be packaged
"All marketing is Math and Psychology." - Dan S. Kennedy
So how do you sell shoes Carmike?
When someone walks into the House of Hoops. The Temple of Jordan.
Develop Rapport as the Boss Baller, by transferring your Baller Energy with them as a Baller Buyer that they know they are.
If you're wearing Fresh Air Max 360s.
They have bought shoes to be complimented on to boost their ego.
So boost their ego. You've had it boosted.
It feels good!
Then of course, give them the run down information about buying their preferred Basketball shoe.
Ask them if they have any hang ups about the shoe?
This is where you start to develop Expert Authority to help them with their needs to Ball.
Cut to chase Carmike. How do I sell the Upsell.
Your goal as any Closer is to get them to buy what you sold last to buy first.
In other words
When Kate asked if I'm ready to move forward with the sale.
I wasn't because most of my concerns were not addressed.
Impulse buying is where Increase of Upsells live.
So...
Instead of asking me if I like the shoes, which she did right.
But she needs to add an "AND..."
"Do you like the shoes and the matching socks for intended comfort?"
Hitting two birds with one stone.
You are forcing the hand without being aggressive.
Even when I was starting out. People hate being rejected with the upsell.
My parents have a Wal-Mart card for being pitched.
This stuff works!
This is BOGO Sales on Acid without the Sale Gimmick as Lube!
So before you close with the shoes.
Open another transaction with whatever your upselling.
It could be a concealer and lipstick combo.
Package your customer and they will come back for more.
It's been done to you.
It's been done to me.
To close.
If you cannot sell the shoe, how can you sell the sock?
If you cannot sell the sock, why sell the shoes?
The Shoes!
PS: Not every customer will buy socks. But most don't buy just one pair. Always persuade to stock up on socks.
PPS: Persuading is not being Pushy. Persuading is rhythmic rapport without rushing the customer. Customers never buy when rushed. They may buy when THEY are IN a Rush.
But never being rushed.
Until next time!
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