Sales Unveiled: Insights from Customer Experiences
Sales, in its simplest form, is the transactional exchange of a product or service for money. However, I believe it goes beyond this basic definition. Sales is a vital component of our modern society, shaping the way we interact with businesses and influencing our purchasing decisions.
In today’s highly competitive market, a positive or negative sales experience can make or break a customer’s impression of a company. I’ve personally encountered both positive and negative sales experiences that have influenced my perception of different companies. In this post, I will share two recent sales experiences through a series of questions—one that exemplifies the power of effective salesmanship and another that serves as a warning of what can go wrong.
Positive Sales Experience: Adidas Employee Store
What is the best sales experience you’ve ever had?
One of the best sales experiences I’ve had was at the Adidas Employee store. The Adidas Employee store is only accessible to those lucky enough to receive a “pass” to enter and shop. Gratefully, every few months, my employer sends out a “50% off everything pass” to the store. I’ve been on the lookout for a new pair of white sneakers, and as a fan of Adidas Ultraboost, I was really hoping to find a pair there.
At first, I didn’t recognize that there were two separate sections in the store. The other side used to be occupied by Reebok, and I mistakenly assumed it was still Reebok. I remained in the first half of the store, hoping to find a white pair of Adidas Ultraboost. Unfortunately, I was unable to find the desired shoe. However, I didn’t want to leave empty-handed and settled for a pair of white running shoes instead.
A few days later, I wasn’t completely satisfied with my purchase, so I decided to return to the store to see if they had the Adidas Ultraboost shoes I was looking for. When I arrived, I explained to the employee that I would return the shoes if I found another pair that I preferred. The employee was understanding and promised to hold my return at the checkout desk while I searched for a replacement.
I wandered over to the other half of the store and happened to find exactly what I was looking for. I took down one of the sizes to try it on, but it was a bit too snug. So, I went back to the shelves to find a size up. Unfortunately, my size wasn’t available there. However, at that moment, an employee approached me and asked if I needed any help. I told him about my difficulty finding the sneakers in my size and asked if they might be available in the back. He was friendly and kind, and immediately went to search for my size. While I waited, I continued shopping around, but he didn’t take too long. He returned with the exact size of the sneakers I wanted. I tried them on, and they fit perfectly!
I hurried on over to checkout, and the process went smoothly. The cashier handled my purchase and applied the credit from my return to the total. I still received a fifty percent discount! Overall, my experience was satisfying, and I purchased a pair of shoes that I’m happy with. Despite being crowded, the employees provided good customer service, the store remained clean and organized, and the products were of high quality.
Why? How did it make you feel?
The entire experience made me feel a few different emotions. The first pair of shoes I purchased left me feeling a bit dissatisfied, as they were not the specific sneakers I had in mind. However, the second pair of shoes brought me a sense of satisfaction and contentment, and I was pleased to receive quality customer service alongside it.
What was the problem you were hoping to solve?
The problem I was looking to solve was finding my desired pair of white Adidas Ultraboost in my size.
What was the product or service you purchased to solve your problem?
I purchased a pair of white, clean Adidas Ultraboost shoes to satisfy my desire for contentment.
Were there other products or services you considered to solve your problem that you ended up not choosing to purchase?
Yes, I initially considered keeping the first pair of sneakers in case I couldn’t find my desired pair of Ultraboost. While the first pair would have fulfilled my need for new white sneakers, it wouldn’t have solved my problem of feeling satisfied.
Where did you start your search for solving your problem?
Online! I wanted to confirm if the Adidas Employee store still carried white Ultraboost sneakers. Browsing through their website, I successfully navigated my way to a pair of white Ultraboosts. I clung to the hope that they would also be available for purchase in the physical store.
Did you complete the purchase?
Yes, I completed the purchase and have already worn them a few times!
Did you feel better off, worse off, or neutral after this interaction/after your purchase?
After making my purchase, I felt better off. Although I didn’t necessarily need a new pair of white sneakers, I wanted to treat myself as it’s been a while since I last bought new shoes. The Ultraboost brought me a sense of satisfaction, making me feel like it was worth the while.
Is there anything that could have been done differently to make your experience better?
Yes, I wish the employees on the first day I was there let me know there are two halves of the store. It could’ve spared me the trouble of making a return and an additional trip to the store.
How did your impression of the sales process impact your opinion about the company, product, or service?
It positively impacted my opinion of the company, its products, and its services. I was pleased with the excellent customer service that allowed me to save 50% and the company’s consistent delivery of high-quality products to its customers.
Negative Sales Experience: Claire’s
What is the worst sales experience you’ve ever had?
The worst sales experience I’ve had took place at my local mall, specifically at a store called Claire’s. I had the idea in mind to get a second piercing for my ears and initially planned to visit Icing, where I had my first set of piercings done. Unfortunately, when I arrived at that side of the mall, I was met with disappointment as Icing was closed. This left me with only one alternative—Claire’s.
I entered the store and informed the employees of my plan to get a second ear piercing. They promptly seated me in a chair, and one of the employees began instructing a trainee on the ear-piercing process. The trainee appeared to perform well, and the procedure seemed to go smoothly. I didn’t notice all their mistakes until after my experience.
Several days later, I noticed that my piercings were noticeably uneven. It bothered me since I’m a bit of a perfectionist. Over the next few days, as the healing process continued, I observed a small bump forming around the piercings. I thought it was a part of the normal healing process and didn’t think much of it.
Vacation time finally arrived, and I fell ill, experiencing all sorts of stomach problems that made my vacation experience awful. Seeking some relaxation and self-care, my mom, sister, and I decided to treat ourselves to facials at our hotel’s spa. During my facial, I took the opportunity to ask the esthetician about the bumps on my ears. To my surprise, she identified them as keloids. She continued to ask a series of questions, one of them being if I’ve recently experienced any stomach issues, and I answered—YES!
After the facial, I proceeded to the local urgent care, where I received a diagnosis of an ear infection. Apparently, ear infections can cause all sorts of problems, including stomach issues. The medical professionals prescribed ear drops and antibiotics to address the problem and recommended the removal of the new piercing to allow the wound to heal. To this day, I still have a small keloid where my piercings used to be. Fortunately, it doesn’t hurt and it’s barely noticeable.
Why? How did it make you feel?
The initial process made me slightly uncomfortable since I wasn’t familiar with their services. However, when I learned that the lady who would be doing my piercings was in training, I immediately felt uneasy. Honestly, I considered backing out as I was not too thrilled about being an experiment for a trainee.
Were you actively shopping for a solution to a problem or were you a victim of sales done poorly?
I was actively shopping for a solution to get a second piercing when I, unfortunately, ended up becoming a victim of sales done poorly. As a result, the piercings led to an ear infection, causing me all sorts of pain and discomfort.
What was the product or service being sold?
The product being offered was earrings, and the service I received was a second ear piercing.
Did you complete the purchase?
I did complete my purchase. After spending a considerable amount of money on urgent care bills and antibiotics, I returned the receipt in hopes of receiving a refund for the illness caused by the piercing. Unfortunately, I didn’t receive a refund, despite going through trauma, pain, and even having the piercing wounds close up.
Why did the sales process go poorly?
The sale process didn’t go well, probably because I was the first person the girl had attempted to train on.
Were there any specific tactics that made this go poorly?
I sensed that the trainee wasn’t entirely focused, and even the trainer appeared somewhat distracted. I feel like the entire situation was doomed from the start.
Did you feel better off, worse off, or neutral after this interaction / after your purchase?
Definitely, worse off. I got sick and it really affected my vacation. I ended up needing to go to urgent care to get ear drops and antibiotics prescribed.
Is there anything that could have been done differently to make your experience better?
100%. I believe the trainer could’ve provided more guidance to the trainee. The trainee appeared unsure of what she was doing and relied heavily on the trainer’s instructions and guidance. It seemed that the trainer might’ve lacked experience herself.
How did your impression of the sales process impact your opinion about the company, product, or service?
Negatively. I would never consider returning to Claire’s for another piercing, and I don’t have any plans of revisiting the store. I believe that their services could use some improvements.
In conclusion, these two experiences have reminded me of the impact that sales interactions can have on a customer’s overall satisfaction. The positive experience left me feeling valued and eager to return, while the negative experience left me disappointed and unlikely to consider that company in the future.
As someone who values quality customer service, I believe it’s essential for businesses to prioritize their sales approach. By training sales representatives to be attentive, knowledgeable, and genuinely interested in helping customers, companies can greatly enhance their chances of success.
