Jeff Cowan's Blog

August 7th, 2009

Selling From My Perspective

By Jeff Cowan

“Now that’s an Optimistic Salesperson!”

Recently my wife had one of those big events in her life that requires big gifts. She was having a birthday - and the second number in that birthday was a nine and it was the second time she would be turning this particular age. Doing what any smart guy does who wants to stay happily married I visited one of her favorite places.

Towne Jewelers is the place where I bought her engagement ring. Steve is the Sales person I have been lucky enough to have help me. Since the ring, I have invested in (you never buy anything at Towne Jewelers, you invest in it or at least that’s what Steve says) several more items over the years for other very special occasions. Steve is a master Salesperson and never fails to deliver. However, he is sneaky. He has this deal where if you buy jewelry from him, he will have his Gemologist inspect and clean it anytime you like. My wife has her stuff cleaned and inspected at least five times a year, and guess what she does while it is being cleaned and inspected? Steve shows her the latest and greatest. The stuff she likes he adds to her secret list. When I return for the next big event unbeknownst to her I pick something from her secret list allowing me to always get her something she likes. (I know I am being worked here by her and him at the same time, but who cares? It works.)

Now here is where it gets interesting; I have always purchased nice jewelry for my wife. Never anything that is too big or gaudy, but stuff you don’t have to squint to see either. There have been times Steve has helped me get items that were more than I had planned on spending, but there have been just as many times that he has talked me out of going too far. Steve always seems to know exactly what is appropriate for the given occasion.

However, as a salesperson, Steve did something on my last visit that showed me he is a true master salesperson. He showed me a ring that was specially designed and made onsite with the highest quality diamonds and craftsmanship available anywhere.

He just didn’t just show it to me; he presented it with the style and grace that only a master salesperson could. He took it out of the case just like the other far less expensive pieces he showed me that day. He introduced it as a piece that my wife would love. Taking his time he showed me each diamond, explained the quality, the setting and the time and effort that went into its very conception and eventual creation. It wasn’t just a ring, but a one of a kind master piece heirloom never to be reproduced again. A true one of a kind.

Me - “She liked it huh?”

Steve – “She hasn’t seen it. We just got it done but I know it is her style and I believe she would really love it.

Me – “What are we looking at Steve?”

Steve – “The total investment on an heirloom such as this would be $165,000.”

Me – “I’m sorry Steve, I am not sure I heard what you said. I thought you just said $165,000.”

Steve – “I did.”

Me – “Are you crazy!? Why would you show me something like that? Better yet, tell me that you didn’t show my wife something like that!”

Steve – “Relax Jeff, I didn’t show it to her. But Jeff, why wouldn’t I show it to you. You have always been a great customer and I know you work very, very hard. You never know what is going to happen and I just wanted you to know that as I have always told you, I can get you anything. If it doesn’t work for you today, it’s okay. Candy is not expecting it. But as your hard work continues to pay off, whenever, if ever, you feel something like this would be on your radar, now you know we have heirlooms like these too.” (God, I love this guy – what a pro!)

As I repeated this episode to several friends, they were all in agreement that I should have punched him. But why? He did exactly as he was supposed. He…..

· Did not assume I would never buy something like that based on current circumstances. I know he knew I couldn’t get something like that now, but he also knows that I am a highly motivated and successful businessman. Like he indicated, anything is possible in the future.

· Showed me his product like I could buy it now.

· Made me feel great about myself by

a.) Acknowledging my hard work, and

b.) Making me feel as if he believed in my ability and future

· Planted a seed. I may never ever be in a position to invest in something so special, but Steve let me know in a masterful way that should I want to graduate into nicer pieces of jewelry they had it and everything in between.

In short, Steve treats every customer the same way, every time. He doesn’t prejudge them based on situation, appearance, economic climate, world events or past buying experience. He simply shows every customer his products every time.

I believe Steve knew there was a slim, if any chance that I would purchase that ring that day. But being the master salesman that he is I also bet he was thinking in the back of his head; “You won’t know if you don’t ask.” so, he simply asked.

Right, wrong or indifferent, that’s the way I see selling from my perspective.

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