Page 0056

Page 56 JANUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Junior John

To some extent, Junior

Johns are much

like Career Cathies.

Junior Johns have

cracked the ranks of

management right

out of graduate

school. They have

new-found powers

and rights, including the right to purchase and

be treated with respect. Unfortunately, some

Junior Johns get a little carried away with it all

and become a combination of a Loud Larry and

Mr. Important Irving. You can quickly spot Junior

Johns, for they look like Career Cathies -

well groomed and clothed during work hours.

They have a sense of education and learned sophistication

about them. You can expect them

to inspect, be intelligent purchasers, and be

somewhat demanding.

Respond with facts, figures, and product/service

knowledge. Don't treat a Junior John as a

young man; that may bring out the Mr. Important

personality. You'll have lost a customer

permanently.

Don't be fooled by Junior John's straightforward

and often friendly approach. It is his

opening personality. If you reply with the

high-tech knowledge expected and with the

level of respect demanded, you will in all

likelihood win a customer and make a sale.

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