I love well-written pieces. The article by Michael V. Copeland, in the July issue of Business 2.0 titled “Best Buy’s Selling Machine,” is one of the best company write-ups I’ve read in a while. From start to finish I couldn’t put it down. Even the ending had my hopes escalating toward a conclusion that left me smiling.
The whole point of the article was about how Best Buy uses “Blue Shirts” to sell (and up-sell) their electronics, computers, and appliances. These “Blue Shirts” are the men and women who come to work everyday motivated to be the best: in their city, district, and country. Of course, “best” is measured by sales, but surprisingly, none of the “Blue Shirts” are on commission like much of the competition is. That’s right, no increased paycheck because they sold you a better video camera. Although Best Buy does use other incentives (food coupons for local restaurants, discounts for company stock, etc.), the reality is that these kids, and most of them are, sell because of something running through their blood. They believe in what they’re doing. They enjoy teamwork. They view other Best Buy stores as competition. Everyone else is the enemy. Wow, people motivated by something other than just money?
Perhaps the highlight of the article was Best Buy’s formula for success. They have training manuals for nearly everything, including how to respond to every situation, objection or opportunity that could happen in a typical day. The sales mantra that “Blue Shirts” live by is called C.A.R.E. Plus:
Contact (approach the customer)
Ask (engage the customer)
Recommend (suggest solutions or better alternatives)
Encourage (stroke the customer’s ego)
How could you apply this philosophy to your church? Could your greeting team actually have a “CARE” plan when new visitors encounter your church?