Honest Salesmanship

My kids are sick.  One has a sore throat and dry cough and the other has a bad head cold.  No fevers, no stomach flu, no need for a prescription, but they are both miserable. 

I went to Giant Eagle to check out the over-the-counter options.  So many choices, flavors, pills, liquids and messages that promise symptom relief.  I went up to the Pharmacy counter.  It was busy but the Pharmacist caught my eye and said “We’ll be right with you.”  I love that.  I’ll wait indefinitely as long as someone just acknowledges my presence.

I had two different boxes in my hand and the Pharmacist came over and said “trying to decide what to buy?”

I said yes and then explained my kid’s symptoms.  One of the choices I had retailed for over $12.  He pointed to the box and said “you can use that but I’d recommend something a little different.”

He walked with me to the medicine aisle and took the time to explain the different options and pointed out the important ingredients.  He showed me how some of the marketing messages were used to encourage you to buy more than you need.  He helped me pick out something to help each of my children and when I thanked him he said:

“Not a problem.  I’d rather be honest and tell you what you need rather than have you buy more than is necessary.”

It was an eye opening experience. Not only was he honest but he also took the time to teach me why he was making the recommendations he did.  He helped me for future purchases.  It was a great experience.  I’ll be back – although hopefully not for medicine. 

Sometimes we think we are supposed to tell the customer what we think they want to hear.  However, customers are smart.  They know when we say “Oh, that looks great on you – it was just made for you!” that we aren’t always being sincere.  Honestly and sincerity go a long way toward building customer loyalty.  And customer loyalty leads to repeat business and referrals.