1. If the Shoe Fits ...

It is no secret right now that it is tough to sell anything. But as I traveled this holiday in the Milwaukee airport I walked past a shoe shine stand that does quite well. Why do they do well even when times are tough?

They run a clean operation. It's neat, organized and appealing. The staff is well kempt, they speak well and all wear white coats which give them a "shoe doctor" appearance. But I think what's most interesting is the way they get their business.

When a staff member isn't busy shining shoes or organizing the stand and equipment they are out in front "barking" for business. They're not rude, they're assertive, yet not overly aggressive; in fact they are bright-eyed, smiling and very pleasant. And they engage passers by in a way that many (myself included) find almost irresistible.

• "If you have the time, we'll do the shine!"
  
• Two guys walking by, "We can do a double, absolutely no trouble."
  
• You can't look fine without a shine.
  

The owner of the stand has the best one that he feels attracts the most business. He looks for people wearing business attire who look like they are going to a business engagement. (The airport by the way is a target rich environment for this sort of prospect).

When he spies someone who he thinks fits this description he looks at them, smiles broadly and says, "You can't close the deal with a dirty heel …" To which the anxious business traveler typically smiles and says you're right, as he sits down for a shine.


Ok so how can you use this? Well do you have a way to engage your customers rather than just asking can I help you?

• Looking for a bike … I'll find one you'll like.
• If it's for you … I'd suggest one in blue.
• Want one that'll last …I'll find you one fast.
• Stay on track, get one in black.
• Need a ride? Get a Super Glide!
• Live with zeal, let's do a deal.

I'll stop now, but you get the point. And most importantly I can guarantee more times than not your customer will smile, laugh and you've just made an interesting first impression. And guess what? No one out there is doing it, so it's just one more way that you'll be unique. Shoe shine up your approaches and try one of these openers or create your own. Whatever you choose, get up and do something. Why? Because you sell from your feet and not your seat!

Oh, I see, you’re a more traditional type and can’t see yourself breaking into a rhyme on the showroom floor. If that’s your perspective, try leading with an interesting and little known piece of product information.

For example if someone is sitting on a Sportster motorcycle you might approach the customer like this: "Have you tried the clutch?" (And when in this position, faced with this question, I know of no human who can actually resist the temptation to pull the clutch lever multiple times!)

Then while they are trying it out I might say, "The clutch lever effort on this motorcycle has actually been reduced some 14% over the last couple of years. Harley’s engineers have done this with an improved throw-out ramp, a Teflon-coated cable and they’ve even stiffened the conduit reducing the arc of the cable."

Now the customer is either going to respond with, "Hey that’s interesting, tell me more."

What have we done? We’ve made a positive impression, captured their attention and have them asking us questions, which absolutely changes the dynamic. Here I’ll say, "My pleasure, Mark Rodgers, and you are?" as I extend my hand. And now I’ve started my process.

Or my favorite, "Man no one’s ever told me that before!" To which I am absolutely programmed to say, "Well that’s just one of the reasons people like to do business with us!" (I LIVE to use that line.) "Mark Rodgers (as I extend my hand) and you are?"

Or the customer, if they are not technically inclined, might say, "It sure does look cool." To which I adjust and say something like, "It sure does! "Mark Rodgers (as I extend my hand) and you are?" And then I’ll add, "What do you like about it?"

1. If the Shoe Fits ...
   
   
2. Specification Association
   
   
3. Would you ...
   
   
4. Dealership Superstar Contest - Barbara Friebus American Cycle Fabrication Inc.