So my friend and I were having a conversation the other day (while watching Shark Tank), on whether a sale is just that, just a sale.
Somehow the topic came upon the rumor of how the Abercrombie and Fitch CEO made comments about how he does not want poor people wearing his clothes. This spurred an individual, Greg Karber, to buy Abercrombie and Fitch clothing from thrift stores and hand them out to homeless people on the streets. So in a sense, you can say that Abercrombie had made a sale – right?
My friend then said: “Well, a sale is a sale. If you go buy a cheeseburger and throw it on the floor because it sucks and you don’t eat it, it’s still a sale.”
I would like to argue that in both of these cases, seeing these as just a sale would make the whole process transactional and short-sighted.
- Though Abercrombie and Fitch probably deserved that for the comments they made, the sale that was made is probably detrimental to their brand.
- Same goes for the burger chain. If the burger sucks the first time, do you think the customer would come back for more?
Both cases come to show that sales is a relationship building opportunity that YOU have with your clients to make them repeat customers. Your best prospect for tomorrow’s sales are today’s clients – so you want each and every experience to delight them. So a sale is not just a sale, it’s an experience that lasts in the memory of your customer (and determines whether or not they will spend more with you).