How I Succumbed to Authenticity: A Personal Journey

Selling Without Selling

In today's world, we are consumed with capturing every single moment, from photographing the food on our plates to sharing the perfect selfie. This obsession with documenting experiences extends to companies as well. They establish a corporate code linked to internal and brand values, dictating how their employees should behave. Store employees undergo strict training based on a manual in order to ensure that consumers have the desired brand experience and develop an emotional connection with the brand.

Particularly in the higher-end segment, brands meticulously script their employees' behavior, striving for a consistent customer experience worldwide. Within 10 seconds of entering, customers are acknowledged with a nod, followed by a standard opening line after 30 seconds to welcome them.

As a Customer Experience professional who has worked for various multinational companies over the years, I have contributed to streamlining this scripted behavior. However, regardless of how well-trained the staff were, ensuring flawless execution of every aspect of the scenario remained a challenge. In addition to following the entire script, we also expected authenticity and personalization, tailoring the interaction to each individual customer.

I won't buy anything until my trip is booked

Recently, during my orientation phase for a planned hike, I visited Bever in Amsterdam. If there is one store where I always marvel, it's an outdoor retailer. I brazenly parked my bike in front of the door, thinking I would be out within 5 minutes. "I won't buy anything until my trip is booked," I told myself as I entered the store.

However, my experience there completely changed my perspective on my career over the past 10 years. When I reached the section with hiking shoes, an employee approached me after a few minutes. He was wearing a wrinkled polo shirt, had messy hair, jeans, and hiking shoes. There was no standard "Hello, how can I assist you?" or "Good afternoon, welcome to Bever." I wasn't dealing with the average salesperson following a script. I was interacting with an expert, someone who had a passion for travel and a love for hiking vacations.

He invited me to use a digital scan to measure my feet across various dimensions so he could find the perfect shoe for me. "I'm still in the exploration phase, and I'll only make a purchase once my trip is definitively booked," I said to him, as I was already standing on the scanning device.

He either hadn't received sales training or had forgotten it

The way the employee moved across the floor, his demeanor, and the way he spoke all confirmed to me that he either hadn't received sales training or had forgotten it. I became inspired by his various travel stories as we viewed the scan results on his iPad and walked toward the selection of shoes. He realized I was a novice in this field and explained everything about materials, sole types, and different heights in the most understandable way, combining technical product information with his own travel experiences.

Next, a pair of hiking socks appeared, and before I knew it, I was standing on a practice slope with two different shoes, experiencing how they felt in mountainous terrain. I glanced at my watch and realized that I had been inside for an hour already. Thanks to all the tips and the experiences, I had transformed from being a novice to becoming a budding mountaineer. And then it happened: without realizing it, I walked to the cashier with my perfect hiking shoes. I was succumbed to authenticity.

What, then, is the distinct role of employees compared to online shopping?

Everything the employee said and how he behaved felt genuinely authentic that I never felt like I was being sold anything. He wasn't focused on making a sale but on sharing his passion and experiences to provide solutions to his customers. Even when no purchase was made, he enjoyed imparting his knowledge to others. In doing so, he likely unconsciously leveraged the principle of reciprocity. The goodwill he built ultimately resulted in sales.

Is there still room for passion and authenticity in today's sales conversations? Do we still need to meticulously prescribe every detail of how employees should interact with customers? What, then, is the distinct role of employees compared to online shopping? Most salespeople choose this profession because of their passion for what they sell. We should give them the freedom to express their authenticity. Interacting with the Bever employee taught me that sales conversations can be successful without rigid adherence to a script. Moreover, in addition to completing the Net Promoter Score survey as a promoter, I have shared my positive experience with dozens of friends and colleagues.

Let's leave behind the rigid scripts and pre-programmed behaviors

And it doesn't stop with just this one employee. Thanks to their CRM system, I was immediately registered at the checkout, and now I regularly receive newsletters from Bever. They stand out even in this aspect. While many newsletters end up in the trash without being read, Bever consistently manages to inspire me. Instead of constantly pushing products, they aim to provide assistance with the most enjoyable hiking trails, the best tips for packing my backpack, and how to set up my tent in no time.

Authenticity is the key to building a lasting bond with consumers. It is the human touch that sets a brand apart and attracts customers. Let's leave behind the rigid scripts and pre-programmed behaviors and make room for the passion and authenticity of employees. These qualities captivate and engage consumers, turning them into not only customers but also brand ambassadors.