This is our selling philosophy. Imagine a man lost in the desert. He stumbles across an oasis where he’s offered a glass of water, because surely he must be thirsty. But if you stop to think about what he’s just been through and what his needs really are, you know that he needs more than just water. He needs food, a comfortable place to sleep, a phone to call his wife and family, certainly a pair of shoes or a hat for the sun, and much, much more.
So when a customer comes into our store looking for a shoe rack, we ask questions to understand all of her needs, starting with shoes, but then moving to the rest of her closet and then to her entire home, uncovering needs the customer didn’t even know she had. Nobody wants to come across as a pushy salesperson, but if you fail to discover that your customer’s entire closet is driving her crazy and her kids’ toys are strewn all over the house, you’re failing to truly help her.
This puts the moral imperative on selling versus not selling. Service and selling are the same thing. You can either help/help or hurt/hurt – you can help the customer by astonishing her and giving her the solution she actually needs and help the company at the same time. Or, you can hurt the customer by not doing so – and also hurt the company.