16 • Sports Insight ~ July/August 2012 www.sportsinsightmag.com

THE IN-STORE EXPERIENCE | DAN MANN

If I could describe the perfect salesperson, “passionately organic” would be the phrase I would use. The salesperson would be genuinely enthusiastic about

the product they were presenting — and that enthusiasm would be contagious. The sales process would feel natural, genuine and without anything artificial. Passionately Organic.

A retailer told me just today that a great sale is difficult to evaluate because “selling” itself is so subjective. True words. The perfect sale is difficult to describe. But, hey, I know it when I see it!

I was in Napa Valley recently and wandered into Velo Vino. I didn’t know that the Clif Bar family had opened a winery. But there it was. It was well designed and looked promising. But the real experience was behind the counter. I was greeted and served by Donna and Caroline. Their enthusiasm for the product was “Passionately Organic.” I was so enthralled by the product and service that I signed up for the

monthly shipment — their wines, straight to my door. Talking with them afterwards, I could see why they were so good. “It’s all about the experience,” said Donna. And Caroline’s quote of the day was, “When you sell something you love, it’s not work — it’s just talking about your passion.”

Whoa. Like I said, I know it when I see it.

Fast forward to this past week. I’m shopping in the Mall at Short Hills, NJ, and wander into Paradise Pen — a personal weakness. My question was simple (over the years I’ve learned to anticipate a quick “No.”), “Do you sell any calligraphy pens?”

Pamela smiled. “I have three options for you.”

And she was right. Three glorious options. When Pamela brought out the three pens you would have thought she was unveiling artwork. She was so proud. When she began talking about the pens, she was so prepared. But the real event started when she placed one of

the pens in my hand (and deftly slid a pad of paper under it). Glorious!

Buying a pen was easy. Selecting between the three was more difficult. The shopping experience was fantastic. And Pamela was certainly “Passionately Organic.”

I’m sure all this sounds pretty idealistic, so let me add some specifics for you to consider:1. Hire people who are

passionate about your product.

2. Give them ongoing technical information about it.

3. Reward your best performers. Let them know how important they are to your success.

4. Pay careful attention to your sales floor right now. Don’t tolerate anyone who has a “no big deal” attitude about your customers or your product. Be honest with yourself.

5. Implement a measureable sales process that serves your

customers in the store.6. Insure that your managers

create and maintain a culture and an environment that supports an upbeat, inspiring workplace. Your store culture has a powerful effect on your customer’s experience.

So whether it’s wine, pens, or sports, remember Caroline’s mantra, “when you sell something you love, it’s not work — it’s just talking about your passion.”

Dan Mann is the founder and president of The Mann Group, a retail consulting firm that helps retailers with sales

training and strategies. Mann, the former vice-president of Bachrach, the men’s specialty retailer, is a frequent speaker at industry events. He is next scheduled to speak at The Run Specialty Workshop in Chicago on June 24th and 25th. For more details visit: www.karnanassociates.comworkshops.php.

The sales process would feel natural, genuine and without anything artificial.

Passionately Organic