I’m not particularly handy so going into Home Depot is a bit daunting to me. But I knew I needed to replace a leaky faucet in the kitchen and required some faucet and plumbing advice.
Like most purchases these days, I did my research online so that I knew what questions to ask. I found the kitchen faucet section and looked at the handle shapes knowing that the more elegant the design, the more my wife and I would enjoy the new unit. I hadn’t given much thought to adding features like a light that signals hot or cold or the units with sensors that with a wave of your hand turns on the water.
Drip by Drip
Of course, there were way too many choices but I narrowed down what I wanted to a handful and then found someone to help me. James was an older man who probably knew more about kitchen faucets than anyone I ever met.
He answered all my questions and helped me decide which brand to buy based on features, function, and value. I learned about 1,2,3 and 4-hole installation and the dynamics of spray ranges. He explained some of the common mistakes plumbers make when installing faucets. I can see why Home Depot hired this man. He was patient with a rookie like me and that helped me make my purchase decision.
I read the back of the box to learn even more about the particular unit and to understand about a few of the extra features like the no-touch on/off feature. The communications on the package were outstanding – clear, simple to follow and just what I needed. Of the brands, Kohler, Moen, and Delta were all reputable and I chose a Kohler based on my needs, design, and value. If I had to pick, the design was my top priority. All three brands were well-known and familiar. And yes, the price was a strong signal to help me understand the higher-end models.
The Last Touchpoint
When I got to the checkout line, at the last touchpoint, the cashier said, and I’m paraphrasing…
“Wow, that’s a lot of money and a lot of features. Do you need all that?”
I don’t think he meant it to be critical or judgmental, but that’s exactly how it made me feel. The cashier made me feel unsure of my choice. Where James, who helped me in the aisle gave me confidence in my choice, the cashier poured cold water on that experience.
Feelings matter when you buy things, even though they dwell at a subconscious level.
Although the cost of the faucet was more than I expect to spend I will use this faucet every day and the feature of the hands-free to turn it off and on was appealing to this seasoned cook. I also knew that the cost to fix my leaky faucet was half the cost of a new one.
The smirk of the cashier and his comment caused me to second guess myself.
Is this too much to spend, did I make the right decision, should I go back to the drawing board and look some more.
I bought the Kohler unit anyway, but it made me think about that last touchpoint in a purchase.
When you make a sale, is someone putting doubt in your customer’s mind about their purchase? Instead of being helpful, are they acting judgmental?
How you make your customer feel matters as much, perhaps even more than the transaction. At the point of purchase, we have a story we are telling ourselves. We don’t need someone second guessing our decisions.
It is a mistake to interrupt the story in my head that I tell myself about a product, especially as I am about to swipe my credit card to make the purchase.
How are you training your sales team to be helpful, support your story and leave the sarcasm behind?
I can help you with drip marketing but don’t ask me to install a faucet. You can set up a time to chat with me about your marketing challenges using my calendar.
Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by Samuel Zeller on Unsplash
