Saturday, June 13, 2015

Case Study: Selling Philosophy

The Container Store tries to astonish customers by exceeding their expectations.

Below is the Container Store’s selling philosophy.

 Imagine a man lost in the desert. He’s been wandering for weeks. He stumbles across an oasis, where he’s offered a glass of water, because surely he must be thirsty. But if you stop to think about what he’s experienced and what his needs really are, you know that he needs more than just water. He needs food, a comfortable place to sleep, a phone to call his wife and family, maybe a pair of shoes and a hat to screen the sun’s rays.

When a customer comes to the store looking for shoe storage, for example, we equate her to a Man in a Desert,“ ” in desperate need of a complete solution (not just a drink of water). We start asking questions about what her needs are. How many shoes do you have? How many shoes do you have? If shoes are a big problem for you, how does the rest of the closet function? By anticipating her needs, we know that she needs an organization plan – a complete solution - for her entire closet.

Most retailers are pleased with helping her find a shoe rack – that glass of water - but not at The Container Store. They don’t just stop with the obvious they provide a complete solution.

The Man in the Desert selling philosophy has been key to achieving one of the main goals of having customers happy in their organized closet, pantry, home office, etc., because they are so delighted and thrilled with the complete solution provided to them.”

But no matter how cleverly you articulate your values, vision, and mission, the absolute number-one thing you must do is repeat, repeat and repeat the message until every employee can voice, deliver and own the company’s values, vision, and mission.

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