One time I was at Kate
Spade, a designer store, shopping for a Christmas present for my Mom. I knew
that my Mom liked tote bags, but I wasn’t too sure of which to get – should it
be silver or black? Leather or canvas? I wasn’t too sure. It was obvious that I
was a little overwhelmed and a tad bit confused as to what to get my Mom, so I
was quickly approached by a sales associate. I had told her that I was looking
for a Christmas present for my Mom and
that she liked tote bags. The sales associate had then showed me all of
the tote bags that were really popular, offered at a great price, and in the
different kinds of colors they had. She had helped me tremendously, and it didn’t
even feel like she was trying to make a sale – it felt really natural. I felt
like I was with a friend just having a conversation. She even shared a bit of
how she was having difficulties finding a gift for her boyfriend, so in a sense
we were on the same page. The manager had came out of the backroom after,
greeted me, and solidified that my sale was going to be totally worth it. The
book says, “If you can’t say who your customers aren’t, you probably can’t tell
who your customers are.” (pg. 17) The book’s quote completely relates to me,
they knew that I wasn’t there targeted customer, but they helped me find what I
needed to find and made a customer out of me after; despite the purchase not
being for me.
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