They Sell Suits With Soul by Eric Ransdell Fast Company, October 1998 issue, pages 66-68 Things To Consider When Selling Your Programs To the Public By Mary Krentz, Sibley County

They Sell Suits With Soul, by Eric Ransdell offers an insightful look at what makes one company more successful than another. In 1973, George Zimmer opened the first Mens Wearhouse store in Houston. The Mens Wearhouse Inc. is now the countrys leading discount retailer of mens clothing. This was no easy feat. Zimmer explains, The average man enjoys shopping for clothes about as much as going to the dentist. You may wonder how the Mens Wearhouse success relates to a non-profit organization like the Extension Service.

As a Nutrition Educator for the University of Minnesota Extension Service, I deal with the public on a daily basis. It is crucial that I do a good job selling my program, since future funding is contingent upon it. Often times our clientele could be compared to reluctant shoppers. People go shopping to purchase something they need. It may not be material items, but our clientele should leave with a wealth of knowledge and resources.

I believe all Extension Service employees need the skills to be a good salesperson. Selling the right product to the right customer for the right reason is crucial if a meaningful learning experience is to be fostered. I believe that if a program is operating correctly, clientele will benefit, employees are fulfilled and communities in which the program is offered will profit.

Shlomo Maor, associate vice president of training at Mens Wearhouse, explains a great salesperson understands that the goal is not just to sell a suit today-its to build loyal customers for the future. Maor has three suggestions for turning reluctant shoppers into loyal clients. Consider the implications of these suggestions for your clientele.

SET THE MOOD Empathy is the most important skill for a salesperson, Maor explains. Once you sense a customers mood, you can change it. The average person doesnt like change, but if you make an emotional connection, a transformation will likely take place. Emotions are contagious. If you are happy, optimistic, and open, youll create happy, optimistic, and open customers-and those are customers who will come to programs and return again. As a Nutrition Educator, it is my job to get people to change how they view eating. For example, if the appropriate mood is set, selling a client on the reasons why they should eat less junk food would be easier.

ENGINEER THE EXPERIENCE The customer doesnt care about who gets the commission or recognition. All they remembers is the atmosphere of the store or office. The Mens Wearhouse team selling techniques continue to keep them a step ahead of everyone else in the industry. Do you feel that the public views you and your colleagues working well together as a team?

DONT STOP AT THE SALE The first time a customer walks into the office, they know youll be nice. But when they return, are you as enthusiastic and helpful as you were during the initial meeting? How do you react when they comes to complain? Those times are what customers remember most. Do you think the Extension Service does an adequate job of training and motivating its staff to deal with negative situations to protect the integrity of the organization?

I shared this article with several colleagues. They all agreed that it is very important to be people oriented. How we treat people will make a lasting impression. It is essential that we create a high comfort level for our clientele. Being customer and user friendly is the key to doing this. Another colleague explains, A few years ago I participated in a workshop entitled Treating Your Customers Like Gold, facilitated by Vicki Perry. It was very similar to the Mens Wearhouse philosophy. I believe that it is important to have ongoing training in this area to best serve the public. Our local county office plans to further study the Mens Wearhouse philosophy to generate discussion on how to improve customer relations.

For more information, visit their website at www.MENSWEARHOUSE.COM

-- Anonymous, December 09, 1998

Answers

Mary,

Thanks for providing a little background about your job with Extension. You did an excellent job of relating this article to your work.

While Men's Wherehouse has a product to sell, this article pointed out the importance of good customer service. In the Extension business, as you mentioned, customer service is very critical.

I would be interested in hearing how you incorporate this philosophy into your organization. Thanks for your contribution.

-- Anonymous, May 23, 1999