Nobody Likes/Needs a Glorified Door-Opener!

Let me tell you a story …

We recently needed a new mattress for a furnished rental property of ours. I decided to visit The Brick, on Geary, they carry a wide variety of mattresses. I walked in from the side entrance, right into where the mattresses are. I didn’t see any (sale) reps there, so I walk a bit further into the store and flagged one down. The salesperson followed me, but it seemed begrudgingly. I gave her a quick background, explaining that I’d like to target a mattress that can accommodate multiple body types and is durable/long-lasting – “I want to ensure my guests have a great nights’ sleep.” I said. Her response? “Here are our mattresses.” It’s as if she didn’t hear, or rather listen to anything I was saying. I asked her which she might recommend, she seemed annoyed. I asked her what the differences were between various types, whether foam or a traditional spring mattress might best suit my needs. Again, nothing. It was clear to me that either she knew nothing about mattresses, or worse, just plain didn’t care. Sad! I didn’t have any more time and so, I left. A waste of my time, hers, and no sale for The Brick – lose-lose-lose!

But, I still needed a mattress!

A few days passed and I decided to go back. This time, I didn’t bother flagging anyone down. Instead, having come in through the same entrance, I saw a customer chatting with someone who seemed to work there, not a rep, but definitely seemed to know his mattresses. Turned out this burly character was Christopher, who was incredible at articulating the differences between the various mattress brands and models, including everything from their history, who’d likely appreciate which mattress and why. In the meantime, a fridge broke at another property we own, so I figured why not look at refrigerator’s while I’m here. Christopher brought in Rita, who knew all the fridges they carried by heart, took the specs I gave her, and quickly narrowed down a short-list while walking me through each make/model in 5 minutes flat. These two were a dream team for me… I was in and out in 1 hour flat, delivery dates set and all – plus I learned a ton!

Forget why I even went to The Brick in the first place there – I went twice, a few days apart, yet I had two completely different experiences! But why? How?

And that’s what I’m getting at, what do you strive for in life? As an employee/employer? As a person? Looking at it from the other side – what employee/employer or person would you want helping you? Would you care for the salesperson I met on my first visit, who couldn’t be bothered to provide basic feedback, or Christopher and Rita?!

For us at Amir + Aleks, it’s all about adding value! We do not appreciate glorified door-openers, you know the kind, like the salesperson at The Brick, realtors who seem to simply open the door for you (show you to the mattress area while they walk behind you) and provide little-to-no guidance, no commentary, no direction, explain nothing about the condo/house, the location, what’s good, what’s bad, what you should be looking at and why – what then is their purpose? Seriously. Outside of opening the door, are they adding any value to your search? To your decision-making process? Are you learning anything along the way? Or are they literally just opening a door.

Realtors like this annoy us – more broadly, professionals like this annoy us. Regardless of your industry, you owe it not only to your clients but also to yourself & your industry to set the bar higher. I expect that when I walk into a car dealership, the rep I’m paired with can tell me all that I need to know about that car and why I might appreciate it more vs its competitors.

The key to selling is EDUCATION! I went in to purchase a mattress without a clue, and after help from Christopher and Rita, I left feeling empowered and fulfilled! The experience was one I will remember – which is why I’d return.

And this simple but key philosophy is at the core of everything we do with and for our clients – don’t be a glorified door-opener – educate, educate, educate, your clients and your industry will be better for it … and the product will then simply sell itself. A win-win-win!