Specialty
Run
Mall Based
Specialty
General Sporting
Goods
Department/ Family Shoe
Store
Mass Merchant
Specialty Run
Mall Based Specialty
General Sporting
Goods
Depart/Family
Store
Mass
STORE RELEVANCY MODEL
Access
Experience
Price
Product
Service
5
Dominate
5
5
Differentiate
Adequate
4
3
3
3
STORE RELEVANCY MODEL
Access
Experience
Price
Product Service
Dominate
5
Differentiate
4
3
Adequate
3
3
INTERNET RELEVANCY MODEL
Access
Experience
Price
Product
5
5
Service
Dominate
5
Differentiate
Adequate
3
3
SPECIALTY RELEVANCY MODEL
Access
Experience
Price
Product
Service
Dominate
5
5
Differentiate
Adequate
3
3
3
2006
2009
2011
INTERNET
BOX
SPECIALTY
LACE UP LOCAL
CUSTOMER REALITIES
 EVERYONE SHOPS EVERYWHERE
 RELEVANCE IS A SPLIT DECISION
 LOYALTY IS FLEETING & CONTINUOUSLY EARNED
WHY LOCAL?
CONNECTING LOCAL ECONOMY
LACE UP LOCAL
CHANGING LOCAL’S LIVES
The man who has a prosthetic leg and regained the
courage to run, the bedridden woman who came off years
of anxiety and depression medication because she joined a
run group, the 300+ pound bachelor who exercised a safe
way and got his life back…everyday there is another
wonderful, miraculous story to add. As specialty running,
we get to serve folks like this every single day.
CREATING LOCAL MOVEMENTS
$1,000,000
50,000
RELATIONSHIP SELLING
MUST HAVE’S IN 2020
 SYSTEM COMMAND
 COMPETITIVE FOOTPRINT
 ROOTS BEYOND 4 WALLS
 BALANCED SELLING/SERVICE CULTURE
RELATIONSHIP SELLING
RELATIONSHIP SELLING
WHY YOU DO IT
PEOPLE DON’T BUY WHAT YOU DO.
THEY BUY WHY YOU DO IT
RELATIONSHIP SELLING
WHY
HOW
WHAT
RELATIONSHIP SELLING
WHY ARE YOU HERE?
 DEVELOP AND HELP PEOPLE ACHIEVE THEIR GOALS
 PROMOTE A HEALTHY LIFESTYLE
 CREATE A THRIVING BUSINESS
 DEVELOP RELATIONSHIPS
RELATIONSHIP SELLING
WE MOVE PEOPLE
RELATIONSHIP SELLING
Fulfillmen
Stability
RELATIONSHIP SELLING
NEW ABC’S OF SELLING
 ATTUNEMENT
 BUOYANCY
 CLARITY
RELATIONSHIP SELLING
ACHIEVING ATTUNEMENT
PERSPECTIVE
 BALANCED HEAD AND HEART
STRATEGIC ECHO
RELATIONSHIP SELLING
ACHIEVING BUOYANCY
FROM DECLARATIVE TO INTERROGATIVE
 3 POSTIVE TO 1 NEGATIVE
FROM GENERAL TO SPECIFIC
RELATIONSHIP SELLING
POSITIVE
JOY
AWE
AMUSEMENT
 INTEREST
GRATITUDE
 LOVE
 PRIDE
COMPASSION
CONTENTMENT
HOPE
RELATIONSHIP SELLING
NEGATIVE
FEAR
ANGER
SHAME
 COMTEMPT
GUILT
 DISGUST
EMBARRASSMENT
SADNESS
RELATIONSHIP SELLING
ACHIEVING CLARITY
 ASKS BETTER QUESTIONS
 PROBLEM FINDS MORE THAN PROBLEM SOLVES
 DISCOVERS WHY BY ASKING WHY
RELATIONSHIP SELLING
GROUP PROJECT
 BOSTON 2014
 PACKING FOR THE TRIP
 DON’T KNOW THE WEATHER
 LIST ALL YOUR GEAR
RELATIONSHIP SELLING
RELATIONSHIP SELLING
THE FATALIST
 PRIMARY FEAR: FAILURE
 PRIMARY DESIRE: SECURITY
 PRIMARY ACTION: TAKE RESPONSIBILITY FOR THEM
 WHAT TO SAY: “IF I COULD SHOW YOU A WAY TO….”
 WHAT NOT TO SAY: “WHAT DO YOU THINK?”
RELATIONSHIP SELLING
RELATIONSHIP SELLING
THE EXASPERATOR
 PRIMARY FEAR: LOSS OF POSITION
 PRIMARY DESIRE: ACHIEVEMENT
 PRIMARY ACTION: GIVE THEM A POSITION
 WHAT TO SAY: “YOU’VE DONE A LOT….”
 WHAT NOT TO SAY: YOUR ACCOMPLISHMENTS
RELATIONSHIP SELLING
RELATIONSHIP SELLING
THE APPRAISER
 PRIMARY FEAR: AMBIGUITY
 PRIMARY DESIRE: TO GET IT RIGHT
 PRIMARY ACTION: GIVE THEM THE FACTS
 WHAT TO SAY: “TOGETHER, LET’S FIGURE THIS OUT…”
 WHAT NOT TO SAY: “TRUST ME”
RELATIONSHIP SELLING
RELATIONSHIP SELLING
THE RELATER
 PRIMARY FEAR: REJECTION/RIDICULE
 PRIMARY DESIRE: RECOGNITION/BELONGING
 PRIMARY ACTION: ACCEPTANCE/APPRECIATION
 WHAT TO SAY: “I ADMIRE THE WAY YOU…”
 WHAT NOT TO SAY: “I DON’T THINK YOU CAN”
RELATIONSHIP SELLING
LACE UP LOCAL WORKSHOP
SELLING PROCESS
Educate on the Solution
Build Trust
BITE
Talk it Through
Identify the Issue
RELATIONSHIP SELLING
Procedural
Training
Product
Training
Sales
Training
• “The What”
• Policies
• Procedures
• “The How”
• Product
Knowledge
• Fitting Process
• “The Why”
• Relationship
• Experience
RELATIONSHIP SELLING
BUILDING TRUST
The Greeting vs. The Opening
The Greeting
 Acknowledgement in 10 seconds
 Make Eye Contact
The Opening
 Wait for the Pause
 Shoulder to Shoulder
RELATIONSHIP SELLING
BUILDING TRUST
Openings (Assumptive or Choice)
The Good
 FATALIST: How can I take care of you today?
 EXASPERATOR: How can I be of service to
you today?
 APPRAISER: I see you are wearing_____.
How did they work for you
 RELATER: What brings you in today?
RELATIONSHIP SELLING
BUILDING TRUST
Greetings/Openings
The Bad
 Can I help you?
 Are you here for shoes?
 Is this your first time here?
 Let me tell you about what we do here.
 Let me know if you need anything
 Any “yes” or “no” question
RELATIONSHIP SELLING
IDENTIFY THE ISSUE
The Good
 “Tell me” about your last run/workout
 “Tell me” what apparel you wore the last time you
exercised?
 “Tell me” What are you training for?
 “Maybe not today, but when was the last time you
were custom fitted for shorts?”
 “Since you are serious about your time, AT SOME
POINT you should consider GPS.”
RELATIONSHIP SELLING
IDENTIFY THE ISSUE
The Bad
 Need any socks?
 Can I help you with anything else?
 Is that going to do it for you?
 Enjoy your shoes; someone will ring you up in
the front of the store.”
RELATIONSHIP SELLING
IDENTIFY THE ISSUE
The Good
 FATALIST: I notice you’re wearing cotton socks;
try these while we fit you.
 EXASPERATOR: How often do you like to
exercise?
 APPRAISER: Tell me what research you did
before you came in today?
 RELATER: We are about to start a new training
class that could be perfect for you.
RELATIONSHIP SELLING
IDENTIFYING THE ISSUE
 “TELL ME” QUESTIONS
 “MAYBE NOT TODAY”
 “WHY?”
 “AT SOME POINT”
RELATIONSHIP SELLING
TALK IT THROUGH
PROVIDE A ROADMAP
 DON’T LECTURE. GET FEEDBACK
SIT IN THE DENTIST CHAIR
RELATIONSHIP SELLING
TALK IT THROUGH
 FATALIST: What you should expect to feel is…
A bump on the inside on your shoe.
 EXASPERATOR: With your extensive running history….
I need you to tell me which one is less noticeable to you
 APPRAISER: Together we are going to figure out…
which training program is best for you
 RELATER: This is our latest and most popular model…
so if it fits you, I feel you will love it
RELATIONSHIP SELLING
TALK IT THROUGH
 BASED ON WHAT YOU TOLD ME
 AFTER WE ARE FINISHED UP HERE
 REMEMBER 3 TO PICK 2
RELATIONSHIP SELLING
EDUCATE ON THE SOLUTION
(The Why not the How)
 FATALIST: These stability shoes will…
take pressure off your knees.
 EXAPERATOR: This shirt will dry quickly and….
keep your mind off your gear and on winning the race
 APPRAISER: This insert will support your arches and…
alleviate your heel pain
 RELATER:
You will look great at the race next Saturday
RELATIONSHIP SELLING
EDUCATE ON THE SOLUTION
 ASK FOR A PREFERENCE
 FOCUS ON FIT NOT FEATURES
 TESTIMONIALS RULE
 PAINT THE PICTURE
RELATIONSHIP SELLING
13 FOR 6
MEASUREMENT = CHANGE
A successful Selling Process is measured by an
employee’s ability to sell across multiple
departments and will effectively increase
average sale and units per transaction
RELATIONSHIP SELLING
WHAT DOES GOOD LOOK LIKE
Grade
Average
Sale
Units per
Ticket
A
$100.00 +
2.8 +
B
$90.00 +
2.4 +
C
$80.00 +
2.0 +
D
$70.00 -
2.0 -
RELATIONSHIP SELLING
SELLING PROCESS
Educate on the Solution
Build Trust
BITE
Talk it Through
Identify the Issue
RELATIONSHIP SELLING
EXTROVERT OR INTROVERT
I START CONVERSATIONS WITH PEOPLE I DON’T KNOW
 I FEEL COMFORTABLE IN GROUPS AND LIKE WORKING IN THEM
I DON’T MIND BEING THE CENTER OF ATTENTION
I GET BORED WHEN I’M BY MYSELF
I HAVE THE MOST FUN WHEN I AM THE LIFE OF THE PARTY
RELATIONSHIP SELLING
PRACTICING ATTUNEMENT
MIRROR MIRROR
UNCOMMON COMMONALITIES
RELATIONSHIP SELLING
PRACTICING BUOYANCY
PERMANENT: I HAVE COMPLETELY LOST MY ABILITY TO
ATTRACT NEW CUSTOMERS
 PERVASIVE: EVERYONE IN THIS INDUSTRY IS IMPOSSIBLE
TO DEAL WITH
PERSONAL: THE REASON SHE DIDN’T BUY IS BECAUSE SHE
DIDN’T LIKE ME
RELATIONSHIP SELLING
PRACTICING CLARITY
 THE 5 WHY’S
 THIS SUMMER I PLAN TO…
RELATIONSHIP SELLING
CASE STUDY 1
FEMALE CUSTOMER WALKS IN THE DOOR
SHE HANDS YOU A PIECE OF PAPER & SAYS HER DOCTOR MADE
HER COME HERE TO GET SHOES
SHE WON’T MAKE EYE CONTACT AND IS OUT OF SHAPE
SHE TELLS YOU THAT SHE SUFFERS FROM CHRONIC FATIGUE SYNDROME
AND HAS TYPE 2 DIABETES.
YOU LOOK AT THE PRESCRIPTION PAD AND REALIZE IT IS 2 MONTHS OLD
SHE TELLS YOU THAT SHE DOESN’T KNOW WHY SHE IS HERE BECAUSE
HER FEET HAVE HURT FOR 20 YEARS AND THERE IS NOTHING ANYONE
HAS BEEN ABLE TO DO TO HELP THE PAIN.
THE PODIATRIC REFERRAL: FATALIST
.
RELATIONSHIP SELLING
CASE STUDY 2
THE RUNNER JUNKIE:
RAY CLIMBS OUT OF HIS 4X4 TRUCK AND STRUTS INTO THE STORE. HE WALKS UP TO
THE FIRST PERSON HE SEES AND ASKS IF HE CAN TALK TO “LITTLE JOE”. JOE IS A PART
TIME ASSOCIATE WHO SERVED RAY LAST TIME, BUT HE IS NOT WORKING TODAY.
RAY RUNS NEARLY EVERY RACE IN TOWN AND TRAINS VERY HARD. HE COMES IN TO THE
STORE OFTEN TO TALK ABOUT HIS SUCCESS. HE IS A GOOD RUNNER AND LIKES PEOPLE
TO KNOW IT. SOMETIMES HE COMES IN AND BUYS MANY ITEMS. SOMETIMBES HE
LEAVES EMPTY HANDED. YOU NEVER CAN SEEM TO TELL WITH RAY.
RAY HAS HIS FAVORITE EMPLOYEES. YOU HAVE SEEN HIM ARGUE WITH SALES
ASSOCIATES BEFORE, BUT HE LOVES JOE AND A COUPLE OTHER ASSOCIATES.
BUT NONE OF THEM ARE HERE TODAY. IT’S YOUR TURN. WHAT DO YOU DO?
RELATIONSHIP SELLING
CASE STUDY 3
THE RESEARCHER:
A MALE CUSTOMER COMES INTO THE STORE. YOU HAVE NEVER SEEN HIM BEFORE, AND
HE IS HOLDING A WEB PRINTOUT WITH A NUMBER OF SHOES ON IT.
HE SAYS HE’S BEEN RESEARCHING SHOES AND WOULD LIKE TO TRY ON THE BROOKS
ADRENALINE 13, THE MIZUNO INSPIRE 9, SAUCONAY GUIDE 6, AND THE ASICS 2000 ALL
IN SIZE 11.
HE BEGINS ASKING YOU QUESTIONS. WHAT IS THE DIFFERENCE BETWEEN THE ASICS
2000 AND 3000? WHAT EXACTLY IS STACK HEIGHT? WHAT IS THE DIFFERENCE IN HEEL
TO TOE DROP BETWEEN THE GUIDE AND THE INSPIRE?
IS THIS GUY HERE TO BUY OR PUMP YOU FOR INFO? HOW DO YOU HANDLE THIS?
RELATIONSHIP SELLING
CASE STUDY 4
THE SOCIAL CHAIR:
HERE COMES RHONDA. SHE WALTZES INTO THE STORE, SMILING BIG, AND SAYING “HI”
TO EVERYONE SHE SEES BY NAME. SHE IS A REGULAR CUSTOMER WHO HAS SHOPPED
THE STORE FOR SEVERAL YEARS.
RHONDA IS DRESSED TO THE 9’S. THE LATEST RUNNING GEAR AND COMPLIMENTARY
ACCESSESSORIES. SHE CERTAINLY DOESN’T “NEED” ANY NEW ITEMS.
SHE TELLS YOU THAT SHE IS ON HER WAY BACK FROM THE CLUB AND IS DROPPING IN TO
SEE IF ANYTHING NEW IS HAPPENING.
IT’S YOUR TURN TO TAKE RHONDA ON THE STORE TOUR. WHERE DO YOU TAKE HER?
RELATIONSHIP SELLING
RELATIONSHIP SELLING