Selling the Box

Susan Abbot over at Customer Experience Crossroads talks about her recent visit at Blockbuster and how the customer experience has changed.

"On a recent visit there, I kept seeing a fellow with a clipboard... asking people if he could help them find anything.  Not only did he know where things were, he was prepared to make comment on the rentals!   He helped me find The Princess Bride, and also told me what a great flick it is, that it's fun, but kind of witty too, and he definitely would recommend it to anyone."

She feels that during the process there wasn't any attempt by this person to sell her something else.  She appreciated the low pressure.  I think they just did a good job of selling Susan on coming back into the store again instead of choosing the alternatives she mentioned.     And because she was impressed and wrote a post on her weblog, I am sure a few hundred other people will run down to their local Blockbusters to rent their next movie. 

Retail salespeople need to remember that the biggest thing they sell the customer, is the company they work are working for.  I call this Selling the Box.    I good retail sales person sells the benefits of working with his company as well as the benefits of the products.   Sometimes this is done more obviously, like when you talk about the return policy or your money back guarantee. But sometimes it is the subtle things like creating an environment of helpfulness without being pushy that bring the customer back for more.   Or actually knowing enough about the products to help the customer feel more satisfied that they are making the right decision.

A good article and a great website for any retailer to read. 

Comments

[Susan Abbott]

"Selling the Box" is a great concept! And isn't this really the essence of a great customer experience: you just want to go back.
Great job on the blog!