The Lesson of No

I've told this story many times, but it applies to what I want to talk about today. A few years ago, when I interviewed to work for The Running Company(later BlueMile), the first question I was asked was, "At this point in your life, do you think you are still educatable?" Now, at first glance it's making reference to my age, which is insulting and if asked incorrectly is illegal. My answer was, "I never feel I know everything, I always think I have something to learn, so it doesn't matter what age a person is, they always have something to learn." 

In December I will have been in run specialty for 10 years. Every step of the way I have learned something new.  When I came to Fleet Feet for this leadership program, I made the conscious effort to be open anything. A few times my experience has been mentioned, and along the way someone has made the comment like, "But you know how this is." I do, but I want to learn, or in some cases re-learn something. It's an enriching and sometimes humbling experience, but it's important to come into what I'm doing thinking I DON'T know everything. 

I'd like to think that the previous experience has laid the foundation for what I learn now. One of the lessons which hit me has come over the last couple of week. It's about the word "No". We hate hearing NO from people. In sales we can equate the word with failure. Here's the lesson - it isn't failure. All the customer is saying is "No," not, "No, good God in Heaven are you a horrible person for recommending a sports bra."

Sports Bras! In my training at this moment, I am styling the area of sports bras and apparel. This products can be vital to the success of a running store, and it is also where running stores lack because sales people don't know how to address them. It is historically difficult for men to discuss bras, because we have this notion of bras as lingerie, something you get at Victoria's Secret. In run specialty it's equipment, and you have to view it as equipment. For women, it's as important as a pair of shoes. There are all kinds of health reasons women need to be in a good supportive bra, especially when you know that 8 out of 10 women are in the wrong size bra. 

In the last few weeks, I've realized what keeps most men and some sales women from mentioning bras is they hate to hear "No". If the woman tells you know - so what? She isn't screaming at you. She isn't calling the police because you are a pervert. She is simply saying "No". 

What most of us fail to realize is if you introduce a topic, and explain in a professional manner, the answer may be No at that moment, but the information is in their head, and they may realize later they do need a sports bra, and will be appreciative of the fact you raised the subject. 

In the last few weeks I have sold more sports bras than I ever have, because I raised the subject, and I worked in tag team with a female staff member to have the women professionally fit for a sports bra. A woman's face lit up when I suggested if it took her two years to replace her shoes, it might be time to replace her sports bra. She bought two bras. She was glad I mentioned it. 

I've had to learn that "No" is not a traumatic word in retail. A "No" can turn into a "Yes", but you don't know until you ask.

Charlie