The New Balance Experience

Posted by: admin  :  Category: Sales

When was the last time you had an enjoyable buying experience? One where you experienced the “human touch” of kindness and care?  


For some of us, this experience hardly comes around…in fact we may have even grown cynical of such service. The typical Malaysian buying experience follows a simple formula: go the shop, look for the product that you want yourself, read the label and try to answer any questions you may have about the product yourself ( make a guess if you like), proceed to the pay out counter, pay for your product and then leave. If you receive anything extras, like a thank you or welcome, etc, consider it a bonus!


By the way in case you have not noticed, many shops today hire parrots to do their sales work, they automatically shout at you “Good morning sir, welcome to ……..” when you walk into the shop without giving you any eye contact, smile and with a tone of voice which betrays the greeting! In short, words minus real and genuine engagement, rapport and connection!  


I had just such an experience lately. My wife and I went hunting for a pair of new joggers and we ended up at the New Balance boutique. We were greeted by a very ordinary looking middle aged lady with a pair of huge 70’s looking glasses and who spoke with a speech impediment. Ok, what happened next blew me away! She engaged us by asking what we were looking for, recommended some models, answered our questions, brought us our tracks to try on in trios (meaning in one size larger and one size smaller, in case it did not fit!), made small talk with us, laughed at my jokes, recommended other products and then thanked us with a genuineness that we had hardly felt for a long time! Wow! That’s service! We bought two pairs of tracks from her!


Immediately after that we found ourselves at a well known supplement store, GN…., where I asked the sales staff, a sweet and good looking young lady dressed in fitting uniforms, about a new product they were carrying and guess what happened……. nothing!



First she said that it was a new product, which I had already knew and mentioned to her, she then read the label to me, which I had already done myself, and then she did the “Houdini Sales Act”, she said, “Please hold on and I will get you something to read about it,” and never really returned! She was “busy looking busy” looking for something which I knew she did not have. So I walked up to her and thanked her and said that I will look the product up myself from the net and walked away. Almost instantly my wife and I felt the difference in service……the “sweet young thing was just a sweet young thing” with no substance, from the sales and customer service point of view. Did I mention that she did not even greet us or thank us as we left? No she did not!


Look, having great products is good but not good enough! Customers are human persons and the sooner we realize that the sales process is a 12 letter word, a “RELATIONSHIP”, the better. Engaging the customer, building rapport, pacing, mirroring and connecting is essential! Framing the need and solution in a right way is the next critical process with has to be followed up with a “win – win” meta close, where the need is met or problem solved and acknowledged by the customer. This couple with the traditional Malaysian values of respect, politeness and care can make the Malaysian buying experience globally recognized!           


Stay committed to transcending, transforming and transferring value back to your world!


Conrad Rozario is the founder of Alchemy Resources. He has more than 14 years experience in Sales, Marketing, Business Management and Talent Development. He holds a MBA from Gordon University, Illinois, is a Master Practitioner in Neuro Semantics and NLP (ISNS, USA), a Language and Behavior  Profiling for Coaching Practitioner.  You can follow Conrad on facebook!