Let Better Quality Boots Sell Themselves

I’ve watched a number of dive store salespeople sell wetsuit boots using the following approach:

• The salesperson will explain the features and benefits of the various boots the store offers, along with their prices.
• Only after the customer has decided how much he or she wishes to spend will the salesperson bring a pair of boots for the customer to try on.
• If it turns out the store is out of the boots the customer wants in his or her size, the customer will either grudgingly move up to the next more expensive boot — or just go down a notch in value (or not buy at all).

If this sounds like how you sell boots, you may want to try this approach instead:

• Find out the customer’s shoe size.
• See what boots you have in stock in that size, and bring one of each for the customer to try on.
• Because better-quality boots generally feel more substantial (and more comfortable), customers will usually choose them over less expensive alternatives.
• Mention price only after the customer has had the opportunity to experience, first hand, why it is some boots are worth more than others. At this point, you will most likely find that it is less of an issue.

The further benefit of this approach is that, by allowing the customer to try on only those boots you have in stock in his or her size, the fact you may not have every make and model available is not likely to come up.

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