Let’s start with “Why”

On the weekend, I went shopping for a pair of sneakers. I needed something comfortable for my summer travels, which provided a much needed arc support. This is due to being flat footed and been giving me problems when walking a lot. In addition, they should later be wearable to work and everyday commuting. My decision: the Nike Air Max Classic BW.

I got to the store and when I saw the high price, plus all the colors and similar models, I stalled and wasn’t totally convinced. Still after some browsing and a coffee, I decided to ask for two pairs to try them all. I was disappointed because they didn’t provide the support I was looking for, although they looked cooled than I thought.

Things changed when the salesman got some insoles with arc support, the sneakers felt  much, much better. When he asked me “what do you think”, I gave him the thumbs up. Then asked if the insoles were included, and he said I had to pay extra for them. At this point, I got turned off.

Note: Looking at this from a third view, when you have a price sensitive customer and then you make him pay more for what he/she has already committed too (in this case more than 10%), then the deal breaks up and there will be no sale.

At that point, I said I wasn’t going to buy them because, it was already an expensive product and I had to add more to actually serve its purpose. While he was trying to convince he can’t give it to me for free and they are good insoles and that they have a warranty and “bla bla bla”, I realized something: what I really need was the insoles with arc support, not a new pair of sneakers.

I bought the insoles and left the store with them in my old sneakers. After three days, I assure you: that was the best possible decision I could have made. It will have been a waste of money, to buy new sneakers when most of the non running shoes come with neutral arc support.

Most of the time, customers want to solve a problem and they think that the product/service you offer is the solution. And most of the time we are wrong, that is why is important to find out: WHY they think that is the best solution.

In that process of finding out WHY, you might not sell them anything and the customers just needs to tweak something in their current solution (that being sneakers, network, website, etc). However, a happy customers has a bigger possibility of returning and even better bring it’s friends. But, if he/she is not satisfied with the overall experience, forget about it. you lost them, because is about building relationships and thinking long term, not just selling.