Manufacturing Desire (Part 1)

Right after college one of the random jobs I picked up was sales in the computers department at Best Buy. I didn’t take much away from that job overall (sorry Best Buy, but you’ll see why after you read this post).

The one tidbit I did pick up was their focus on “lifestyle questions”. By asking the customer about their lifestyle we (the sales force) would learn more about what the customer’s needs may be – and thus give them the best product solutions possible. The concept of giving someone what they actually need versus what I want them to buy resonated with me.

Fulfilling the client’s needs, and not selling to them is something I still pursue to this day, nearly 10 years later.

The middle management didn’t see it quite like that however. They spent most of their time telling me to push the high margin items. Such as ink. Which Best Buy makes a lot more profit off of, than the high cost items, like computers.

This is where the manufacturing desire part comes in… For the middle managers, it wasn’t about what the customer needs, it was about making the sale. I actually missed a sale with a customer for a big TV, because I wasn’t allowed to leave the printer aisle…

The sales force at Best Buy, as the middle management saw it, was to convince the customers to buy extra ink, get extra paper to go with the printer. Buy the expensive USB cable. Even if that customer just wanted some Avery labels!

Sales isn’t easy. I’m not delusional. I know that most businesses have to pursue sales to survive. However, sales at the expense of the customer or client is going to lead to a very short life for any brand.

What brands have you seen that sacrificed their customers for a sale?
Which brands have you seen that put the customer’s needs before making a buck?

Tags: Best Buy, Customer Service