Evangelism and How Not To Make A Sale
We thought this customer experience was worth sharing …
“After some deliberation (and not a small amount of on-line searching) I was considering buying a new musical instrument. Having played for many years it would be a nice treat. I had found a model that interested me on a web-site of one of the few specialist suppliers in the country and as I happened to be working nearby, thought I would drop in and have a closer look.
“Looking around the store (like a child in a sweet shop) the choice was intriguing and I hovered around the instrument I’d seen on the internet previously. The proprietor came across and when I asked more about the particular instrument he confessed that he wasn’t really interested in the old ‘traditional’ models but as a musician himself it was the latest generation of high-tech designs that were the ‘way forward’.
“He then proceeded a) to ‘rubbish’ the old instruments (including the one that I wanted to buy) and b) evangelise for almost three-quarters of an hour (I was the only customer in the place) about the various and undisputed merits of these wonderful new technologically-advanced pieces of kit – thrusting different makes into my hands to ‘see’ the benefits for myself.
“Maybe it’s because he does the vast majority of his business via the internet or because he’s a musician turned salesman who thinks that all musicians are like him and just need to have the veil removed from their eyes to see the ‘way’. Either way, in all the time I was in his store, and I was a walk-in remember, with money in my pocket and an item that I was interested in buying (and I was there nearly an hour in total) in all that time he never once asked anything about me.
“Not, ‘what sort of music do you like/play?’ ‘How do you like play/use the instrument?’ ‘what sort of venues do you play at?’ ‘what sort of group do you play in?’ Nothing. He simply had absolutely no curiosity about me at all; no interest in finding out what was important to me and why I would want to part with my hard-earned cash.
“So I left the store empty-handed, with a full wallet and a creeping sense of disappointment. ”
We’re just disappointed he didn’t ask the store owner what sales training he’d had – he’d already found out how long he’d been a musician, what sort of music he played, how he’d got into running his own business and how many countries he exported to.