My experience with Patagonia’s Sales Prevention Unit and why every business needs one

I am a huge believer in companies adopting a powerful mission. A company mission defines what you offer the world and why. It helps you attract the best and brightest people who share your passion and it helps keep the wrong people off your bus. A compelling mission can naturally align the efforts and behaviours of every person in your business, no matter how big it gets. A compelling mission can be your company’s superpower.

All my companies have shared a common mission for over a decade - “making employment easier to manage and more rewarding for everyone” - so you’d think I wouldn’t be surprised by seeing another company’s mission put into practice.  But I was amazed. And thanks to this experience, I am even more convinced that missions are what can make or break any company.

Here is a story about my encounter with what I call the Patagonia Sales Prevention Unit.

It all started with a jacket. I walked into a Patagonia store on Bathurst Street in Sydney with the intention of buying a new all-purpose jacket. I was about to travel to Melbourne for business. As usual I had packed my trusty all-purpose jacket that for nearly a decade has accompanied me on every overseas business trip, sailing trip, ski trip, camping trip and weekends away with the family. It occured to me that, although I loved my jacket, it was about time my business colleagues, friends and my family saw me wearing something new. Something that said, “yes, I own more than one jacket”. In my mind, that something was just a newer version of my current jacket. Yes, I know fashion isn’t my forte!

I entered the store and was greeted by friendly salesman. I informed him of my need for a new jacket and told him I wanted something very similar to the jacket I was wearing (good old trusty).

“What’s wrong with the your current jacket”, the salesman inquired.

“Umm...nothing, its just getting old”, I responded.

“Is it damaged?”

“Nope.”  

“It looks like a great fit”  

“It is and it’s warm. I actually love it but I have worn it for nearly 10 years and I reckon it’s about time for a new one” I said.

“Well it sounds like you don’t need a new jacket. The jacket you are wearing is the perfect fit, it’s got character and everything in this store would simply be a duplicate of what you already have. If your jacket was worn out or if it didn’t fit then I would love to sell you a new jacket but the fact is, your jacket is great and you really don’t need a new one”, the salesman declared.

Come again?  I walked into a store to buy a jacket and was told by the salesperson that I didn’t need one. Wasn’t it this person’s job to sell me stuff? And then upsell? I expressed my confusion and the salesman explained Patagonia’s company mission. And I summarise,

“Ben, our company mission is sustainability. We don’t believe people should buy what they don’t need. We make products to last a lifetime. You have told me your jacket is perfect and so you don’t need a new one”.

We engaged in further conversation and it was recommended I read Patagonia’s book to learn more about its company values and take on sustainability.

I left the store empty handed and happy. I no longer felt self-conscious about my all-purpose jacket (which looks great for its age and doesn’t smell - in case you wondered) and I was insanely energised by my experience with this Patagonia employee. Here was an employee living their company’s mission and values on a ground level. Day to day, customer to customer. And let me tell you, this experience has had more of a positive effect for the brand than my buying one jacket ever would. Firstly, if my trusty jacket should spontaneously burst into flames or tear, Patagonia would be the first place I’d go to replace it. Secondly, I have relayed this story to countless people and they have all expressed a positive opinion of the brand. In short, thanks to my one-on-one experience with a Patagonia team member who is aligned with Patagonia’s mission, I have become a loyal customer and I have also turned my friends into advocates. A classic ripple effect created by a powerful mission.

My key takeaways from this experience were.

1. A powerful mission can become a company’s superpower.
2. A business aligned around a shared mission ensures everyone’s effort is going in the same direction.  
3. Missing a sale because it doesn’t align with your mission can be worth 100X more to your business than the sale itself.
4. I’ll never be successful in the fashion industry.