Selling and Pricing

These are two of the most important words you will ever utter in marketing: selling and pricing. The whole reason and justification for your job is the expectation that at some point there will be a sale.

A key role in the sale is the determination of pricing. When it's all said and done, you know you will stay in business when your revenues outweigh your costs and the company makes a profit. Simple, right?

Here's a short vignette to illustrate how the masters of fashion branding and storytelling do both. How about Italian stores?

You look at the window and see the few items displayed artistically. You already want to try several on. Selling is the transfer of emotion. What is the first thing you do? You stand back and let your customer complete the story in their minds. This is true especially if you're selling to women. But I am beginning to hear more and more about men (outside of Italy, of course) who love their designer clothes.

Once the customer completes the story you suggested, you make yourself available by chatting up the person, not the potential buyer. I have a friend who sells shoes not far from the place in the photo who is a master at that. He greets you like a long lost friend. You talk amiably about many different things while you keep looking over his shoulder at the deliciously attractive displays. He is almost in your way to get to the shoes. Your conversation is building anticipation.

Then the magic moment comes. You point to a pair positioned upright and ask if you can try it on in your size. His reaction is the one a guest would have at a home party: he's offering you the opportunity to hold the item in your hands. You have just given him permission to engage in a little bit of story of his own. So far, you have seen no prices on anything.

To get around not having prices in the windows, many stores post a small sign that says "vetrina in allestimento" (they are still finishing up their display). Freed from the thought of how each item compares to the others, the customer is now letting her imagination loose. Without cost considerations, she can relax into falling in love with the experience: trying the item on.

Does this sell all the time? It does most of the time. And at a nice profit. What other stories would you share about selling where pricing is not a barrier?

[photo of Duomo di Modena]

Comments

[Richie]

They don't have the price in the window? That's illegal!!

I hate shops that don't display the price of their goods!!

I guess mine is a typical male reaction...

[C.B. Whittemore]

Brilliant, Valeria! You capture so perfectly with this story that selling is about seduction, engaging the emotions, and starting the anticipation...

[Valeria Maltoni]

Richie -- they do have the sign that the window display is being reworked... that has been used to delay posting prices and removing that first barrier to enter the store.

C.B. -- I love it to spend time with knowledgeable store staff. They tell great stories and are wonderful company. We are all going to buy art some point anyway. I prefer a "story" of relationship vs. transaction.

[gianandrea]

does this happen in the states too? i suppose is typical italian: we still have the attitude of the street market. you approach the shelf, you chat, you try, you fall in love with something, you know you have to have it, you see it on you, you feel it, you think about your friends, you fantasize about girlfriends (or boyfriends). you buy it.
i do remember the best love story i have ever had in my life. i was at the prada store in rome with my girlfriend and she was looking around. there was a lady, alone, trying a pair of shoes. i was looking at her and she noticed me. she tried several pair of shoes looking for my visual approval. it lasted 15 minutes but it was perfect.

[Valeria Maltoni]

Gianandrea:

From my observation, the people who work in Mall stores here tend to be very young a little vested in the success of the store. As opposed to people who consider working at a boutique in Italy a career.

Your story is so good! Isn't it wonderful when we can make that sort of complicit connection with someone? Discovering what they enjoy and treasuring that moment.