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Page 50 JANUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Important Irving

See a person looking

around to see if others are

looking at him and you

have just found an Important

Irving. Observe the

person who beckons you

across the room, aisle, or

crowd when you're behind

a counter or obstruction and you have Mr. Important

Irving. Important Irvings want the

world to know they are important; they want

you to come to them, and to be treated as royalty.

These are the characters who rake leaves

with a sport coat on, go to a fast food restaurant

wearing $200.00 shoes, and don't understand

why everyone else can't change their vacation or schedule to their convenience. So, as you

might expect, your point-of-encounter employees

need to spot Important Irvings and reply

immediately.

Responses must be delivered with crisp "yes,

sir" efficiently. Never tell an Important Irving

the goods are on sale because of a small defect.

Important Irving view defects, coupons, and

damaged packaging like diseases. On the other

hand, Important Irvings can be easily sold, especially

if you stroke their egos.

You should never say "That is a fine jacket. It

looks very good on you. We sold a few of these

just last week." Important Irvings do not want

to be lumped together with anyone else. A sure

closer would be phrased like this.

SELL AUTHENTIC DESIGNER

HANDBAGS • CLOTHING • SHOES • JEWELRY

www.bagvendors.com

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