Wednesday, February 17, 2010

Container Store co-founder shares secret shopping encounters

"How are you doing today?" and "Can I help you find anything?"

Along with Garrett Boone, co-founder of the Container Store, I find these questions VAPID! And CRINGE WORTHY!

Cheryl Hall of the Dallas Morning News wrote about Boone's "mystery shopping spree."

Any business owner who services customers can learn from his experiment.

He spent time looking carefully at items that interested me. He gave sales associates "every opportunity to connect."

Only two clerks connected with him and that is where he spent the most money.

The others used the VAPID, "How are you doing today sir?"

This is also from the article:
"Garrett Boone went mystery shopping, he called himself "Inspector MID." That's Container Store code for "Man in the Desert" selling.

Here's how Boone explains MID:

"A man lost in the desert for weeks stumbles across an oasis and is offered a glass of water. But if you stop to think, you probably realize he also needs food, a place to sleep, a phone to call his family, a pair of shoes and a hat and umbrella to screen the sun's rays.

"When a customer comes looking for shoe storage, most retailers help her find a shoe rack – that glass of water. We know she needs a complete solution for her entire closet.

"Man in the Desert selling teaches our salespeople to become so immersed in the customer's needs that we complete their solution instinctively."

Besides water, what else do your customers need?

Engage your customers in conversation. Read the full article to learn how.

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