Different Strokes For Different Folks

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DIFFERENT STROKES FOR DIFFERENT FOLKS

I recently had an opportunity—purely by circumstance—to observe two retail salespeople for a little over two hours. It wasn’t intentional, but as I’ve said many times, once you’ve spent years in sales training, observation becomes second nature. It’s an occupational hazard.

What I witnessed was both fascinating and educational.

Because of the store layout, I was able to hear much of what both salespeople said during their presentations. For simplicity, let’s call them Tim and Bob.

Tim relied on a single, well-rehearsed sales presentation. Every customer who walked through the door received the same approach, the same sequence, the same pitch—regardless of who they were or why they were there.

Bob, on the other hand, took a completely different approach. His presentations varied from customer to customer. He adjusted his tone, his questions, and his process based on the individual standing in front of him.

As time passed, the results became obvious.

Tim did okay. He made a few sales, but more often than not, he heard the all-too-familiar lines:
“I’ll think about it.”
“Let me shop around.”
“Not today.”

Bob? He was consistently closing. Not every customer, of course—but enough to clearly separate himself. He wasn’t just selling more; he was connecting more.

And that’s the lesson.

Too many salespeople in retail—whether in jewelry, furniture, or pawn—believe their job is to deliver a polished sales pitch. They think success comes from perfecting what they say.

It doesn’t.

The truth is, every customer who walks into your store is different. They have different motivations, different concerns, different financial comfort levels, and different emotional triggers. The reason one customer buys a diamond ring is not the same reason another does. One furniture customer may care about price, while another cares about status or comfort. A pawn customer may be driven by urgency, pride, or necessity.

Yet too many salespeople treat them all the same.

A professional salesperson understands this:
You are not selling a product—you are building a relationship that creates the right environment for a sale.

That requires flexibility.

It requires awareness.

And most importantly, it requires asking the right questions and actually listening to the answers.

Even if Tim and Bob are selling the exact same item, their customers are not buying it for the same reason. Bob recognized that. He adapted. He met customers where they were instead of forcing them into a pre-scripted box.

That’s why he won more often.

In today’s retail environment, customers have options. They can shop online, compare prices instantly, and walk out at any moment. The only true competitive advantage you have is the experience you create.

And that experience begins with understanding.

So here’s the bottom line:

Stop trying to get every customer to respond to your presentation.
Start adjusting your presentation to respond to your customer.

Because in retail, success doesn’t come from having the best pitch.

It comes from having the right approach—for the right person—at the right time.

Be sure to go to https://principlesforbusinessandlife.com/ – click on Our Viewpoint Newsletter and read an article titled:
an interesting Article – Sunday Evening – By Joe Morrone

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