There are two ways to win your customer’s pocketbook,” said a British salesman I know. “One is to ask for his wallet. The other is to ask for a few dollars at a time. I’ll take the second every time. There’s a lot less resistance.” I think it sounds a lot funnier with his British...
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Cothren doesn’t carry an extensive inventory like Flynn. But he points out another benefit of selling work boots. Eventually, they wear out. And once a customer has bought boots from you, they’re likely to keep buying boots from you.
“I’ve got some guys who order a new pair every six months,” said Cothren. “These are good boots, so you don’t need to. But some guys just like the feel of a new shoe.”
Along with a reoccurring revenue stream, there are also “add-on sales.”
“When a guy buys a pair of shoes from me, I give him a pair of NRA socks,” said Flynn. But there’s a purpose to his generosity.
“They always come back for more socks,” he said.
Everyone I talked to said sizing was rarely a problem since most adults know their shoe size. Although today’s work boot features a myriad of technological advances in construction, linings, insulation, and even the laces, it’s not a technical sell. Just by holding a work boot in his hand, the average customer can feel the quality of the construction. That’s usually enough to sell him.
Want to tap untapped sales — try being more aggressive with your personal gear items. They can offer a good margin and repeat business. There are still many techs that don’t buy their boots from their mobile dealer — yet.