Credibility Reduces Pricing Objections

Fleet Feet, a premier outfitter for runners, prominently posts a sign which admonishes buyers, "You don't buy a running shoe by color." If that isn't a great sales opening, then I don't know what is. The client is immediately forced into a mindset that says Fleet Feet is serious about running shoes and provides a product that gets the job done!

At Fleet Feet, they will tell you how much room you need near the toe and why the heel should be tight. The salespeople always take care to obtain accurate foot measurements before selecting a shoe for you. They are trained to observe a client's gait pattern and, once they've helped you put on the shoe that seems right, the next step is to take a test run.

By the time you've left their store with a new pair of running shoes, you know you have the shoe that is right for you because they told you it is right for you. That, my friend, is high level credibility.

Fleet Feet is hardly the cheapest place to buy a shoe. But, because it is the best place to buy a shoe, it has become the destination for runners of all skill levels throughout the country. It's not about price. It's about credibility and trusted advice. If a retail salesperson can achieve this high level of credibility, then certainly you can too.

This Tip of the Week is sponsored by Building Leaders Inc., which is hosting a webinar tomorrow entitled Beat the Price Objection Before It Bites You.  More information on the event, scheduled for 10:30 to 11:30 a.m. CDT, is available by contacting Rick Davis at or  773/769-4409.