My wife and I entered the small jewelry shop and were greeted – not with a warm welcome – but with a matter of fact “my name is…and I’m the owner…and I created everything in the store” which was followed by fifteen minutes of non-stop presentation of everything she created.
You’ve been in a store like this and you know exactly how you have reacted to that. It includes thinking all of the following:
- Shut Up!
- I don’t care!
- Go away!
- Oh wait, I can go away!
- Please stop so I can leave!
- Your stuff is not even that good!
- Has anyone ever listened to this?
- You’ve got to be kidding me!
- There’s more?
- OMG make it stop!!!
When it was over my wife said “thank you” and we walked across the street to a gallery where we were quickly greeted – no greeted is totally the wrong word – instructed to “put on a mask!” The mask thing again. About ten minutes later he caught us staring at one particular painting for several minutes and asked, “Are you familiar with her work?” We said, “No” and he took the opposite approach of the Queen of all Jewelry and walked away!
So in one store we weren’t the least bit interested, she didn’t notice, didn’t care and kept on keepin’ on. In the other store we would have bought that painting and he abandoned us.
I don’t usually write about retail selling and today’s article is not about retail selling except to make a couple of important points.