Quest for shoes uncovers keys to customer service

A few weeks ago, I needed to buy a few pairs of shoes. My husband would probably disagree with the use of the word "need," but that is how I felt. I went to three different places and each one demonstrated a key in the customer service puzzle to me:

Care about the customer

When I first started in retail more than 20 years ago, I remember the training that we received. Repeatedly, we were hammered with: "The charge customer is our customer." Twenty years later, I fit the bill to a "T" and started my search for the perfect shoes at a major department store.

"May I help you?" asked a nice-looking young man.

"Yes, I'm looking for two pairs of shoes brown and black. I need low-heeled shoes that will be comfortable for working at a convention."

"Well, the shoes over on the wall are supposed to be comfortable. Why don't you just look around and let me know when you are ready?" With that, he went to approach another customer.

When I had finally rounded up three pairs that looked like viable candidates, I saw him talking to another associate about a party they would be attending over the weekend.

When I finally got his attention, he immediately went to get the shoes. He plunked them down in front of me. "I hope they work out." He then went to serve another customer. None of the shoes fit and I was too tired to keep searching on my own.

This young man wasn't rude. He did find the shoes for me. He just didn't care that much. He didn't ask any questions. He didn't give any advice. He was just there.

Know your product

The first emporium was a small operation that specializes in comfortable shoes. (I have noticed that as I have gotten older, this is more of a consideration than in times past.)

I entered and threw down the gauntlet: "I am speaking at a convention in Las Vegas. I am looking for black and brown low-heeled shoes that will look good on the platform and still be comfortable enough to wear tramping around the convention floor."

The salesperson, an older lady, stood and thought for a minute and then proceeded to take me on a tour of the store. She started in the front and worked me to the back.

"Now, this is a popular brand because they look great and are comfortable. I have a pair and I like them, but they are not great if you have to stand for some time. This other pair isn't quite as attractive but you can stand for hours in them. I wore them to a church event where I had to stand for four hours and my feet didn't hurt a bit."

As though we were approaching the climax to a movie, she gracefully led me to the back for the piece de resistance.

"Now, these shoes are, in my opinion, the best in the store. In fact, I am wearing them right now. I wear them for eight to 10 hours every day."

I looked down to see very smart black flats, which looked cute, peeking out from her slacks. I was already sold, but then she added the caveat:" They are a little bit more expensive, but they are worth it."

At this point, I didn't care. I wanted comfort. I bought the more expensive pair immediately! She sold me with first-hand product knowledge.

Listen carefully to clues

Our next stop was also a small shoe store, but one with fancier shoes. I was afraid that they wouldn't have anything comfortable, but nothing ventured. ...

I went through my convention story, now saying that I was looking for brown shoes only.

"Are you looking strictly for comfort or do you need to make a fashion statement as well?" Now, that was an interesting question.

"Well, I have to look smart. I am there as a speaker."

"I see. How long will you actually be standing versus walking? Will you have a chance to break the shoes in before you leave?"

Not only did this person ask great questions, she listened to my answers.

"I'll be right back."

She didn't come right back. In fact, she was in the back so long that I sent another sales associate to check on her.

When she finally returned, she was precariously carrying ten boxes of shoes ranging from the ridiculous to the perfect.

She had brought a huge selection of comfortable brown shoes. Among this great selection, I found the perfect pair. She asked questions and she listened.

She got the sale.

Caring, product knowledge and listening all work together to make a sale. If these three elements are there, the customers will be, too!

(Sinara Stull O'Donnell is a writer and professional speaker in the career arena through her company Sinara Speaks.)