Get Fit Selling -...
Transcript of Get Fit Selling -...
Get Fit Selling
1. TAF History
2. TAF Vision/Mission Statement
3. TAF Core Values
4. Common Mistakes
5. Gait Cycle
6. Foot Type
7. Pronation
8. Shoe Type/Last Shape & Construction
9. Anatomy of Shoe
10. GET FIT Selling/Phone Script/FBP
11. Ensuring the Right Fit
12. Loss Prevention
13. Vendor Technology/Lacing Techniques
Content Outline
• Robert and David Lando opened the 1st TAF store in 1971 in Pittsburgh, Pennsylvania.
• It was the 1st athletic footwear specialty store of its kind in the United States.
• TAF is the world’s 1st franchisor of athletic footwear & is recognized today as the world leader in athletic footwear franchising.
History
• TAF began franchising domestically, with the franchise store opening in Oshkosh, Wisconsin in 1972.
• The 1st international franchise store opened in 1978 in Adelaide, Australia, the beginning of the TAF expansion into over 40 countries.
• In 2008 a significant re-branding effort was launched that included a change from “The Athlete’s Foot” to the dynamic & contemporary acronym, TAF.
• In 2010, TAF was acquired by Global Franchise Group.
Throughout its history, TAF has maintained its high quality brand image & continues to innovate in its field as the world leader in athletic footwear franchising.
History
OUR VISION
The World’s Definitive Expert
on Athletic Footwear
The Athlete’s Foot is a global
company that places its customers
first!
We will be relentless in our
commitment to add value to our
shareholders, franchisees,
associates and vendor partners.
We will accomplish this through
superior customer service,
integration of technology, product
selection, knowledge and
innovative leadership.
OUR MISSION
• We believe our 1st responsibility is to our Customers, the people who walk into
our stores and buy our products. We will provide them caring and professional
service with 100% satisfaction
• We are responsible to our Associates, the men and women who comprise The
Athlete’s Foot Group around the world. We will provide meaningful
employment; we will ensure that a high standard of training is maintained; and
will encourage personal career development. Each Associate will be treated
with respect and dignity
• TAF will conduct all business practices with the highest ethical standards.
• We will maintain a commitment to the communities in every country in which we
work & live throughout the world.
• We will advance technology as a means to promote good business practices &
to provide the best products & services for our customers.
• We will have a sense of urgency in business operations and in decision-making.
“Speed to Market” must be our concern in every aspect of our daily operations.
Our Core Values
Why are
there so
many types
of shoes ?
What
Size ?
What
Type ?
What
Brand ?
Introduction
• Before you can decide what type of
shoes to buy you need to know what
type of foot you have.
• There are different type of shoes
made for different types of feet.
Common Mistakes
• Buying for Looks
– Most customers are too concerned
with fashion versus function.
• Wrong Size
– Your foot changes over time and not
all shoes are made the same.
• The Shoe will “break-in”
– This is a misconception, the shoe
should fit when you buy it.
Overview
• Feet
– Different Types
• Footwear
– Components of a Shoe
– Different Types of Shoes
• GET FIT Selling
– 6 Steps process to selling at
TAF
Feet and Footwear
• Gait Cycle
• Foot Type
• Pronation
• Types of Shoes
• Anatomy of the Shoe
Gait Cycle
The rhythmic alternating movements
of the 2 lower extremities which
result in the forward movement of the
body. Simply stated, it is the manner
in which we walk.
Definition
Gait Cycle Stance Phase
o Contact
o Mid Stance
o Propulsion
Swing Phase
o Initial Swing
o Mid Swing
o Terminal Swing
Gait Cycle
Gait Cycle
Contact
Heel makes contact with the
ground as you attempt to move
forward.
Gait Cycle
Mid Stance
The foot is flat on the ground and
body weight passes over the foot as
the body moves forward.
Gait Cycle
Propulsion
When the foot pushes off the ground
to propel the body forward.
Gait Cycle
Foot Type
• Normal Foot
• Flat Foot
• High Arched Foot
Normal Foot o Description: Normal sized arch and leave an
imprint that has a flare but shows the forefoot and heel connected.
o Characteristics: Normal foot lands on the outside heel and then rolls inward slightly to absorb shock. These types of runners are generally considered relatively efficient and don’t require motion control shoes.
o Best Shoes: Stability shoes with moderate control features such as a medial post, or dual density midsole.
Foot Type
Foot Type Flat Foot
o Description: Flat feet have a low arch and leave
a nearly complete footprint. Will look like the whole sole of the foot.
o Characteristics: This imprint usually indicates an over pronated foot that strikes on the outside of the heel and rolls inward (pronates) excessively. Over time, this can cause many different kinds of overuse injuries.
o Best Shoes: Motion control shoes, or stability shoes with firm midsoles and control features that reduce the degree of pronation. Stay away from high cushioned, curve lasted shoe that lack stability and control.
Foot Type High Arched Foot
o Description: High arched feet leave an imprint showing a very narrow band connecting the forefoot and heel.
o Foot Characteristics: High arched feet are generally termed under-pronated. This foot does not pronate enough, so it’s not an effective shock absorber.
o Best Shoes: Cushioned shoes with plenty of flexibility to encourage foot motion. Stay away from motion control or stability shoes that reduce foot mobility.
Pronation
The inward rolling of the foot during
normal motion and occurs as the outer
edge of the heel strikes the ground and
the foot rolls inward and flattens out. A
moderate amount of pronation is
required for the foot to function
properly.
Pronation
oAverage/Normal
• Average Arch
oUnder Pronation
• High Arch
oOver Pronation
• Flat Arch
Angles of Pronation
OVERPRONATION
Hypermobile Foot
Flat Foot
Pronation
Pes Planus
NEUTRAL
PRONATION
UNDERPRONATION
Rigid foot
High Arch
Supination
Pes Cavus
The LAST – is the foot shaped form around
which the upper is built.
Last shapes:
• Straight – good for overpronation
• Curved – good for underpronation
• Semi-curved – good for normal pronation
Last Constructions:
• Board – more stable but lacks some
flexibility
• Slip – lighter and more flexible
• Combination – board in rear, slip in front
Shoe Type
• Stability
• Cushioning
• Motion Control
Stability
Blend of cushioning, medial support (to limit
excessive inward rolling of the foot, which can
cause injury) and durability
Often have a medial post or dual-density midsole -
these are features that provide a firmer density
under the inner edge of your foot
Usually built on a semi-curved last
Cushioning
Softest midsoles and the least added stability
Usually built on a semi-curved or curved last to
encourage foot motion, which is helpful for
runners who have rigid, immobile feet ('under-
pronators')
Motion Control Designed to slow down or limit extreme inward rolling of
the foot and ankle, which can cause injury (this excessive rolling is called 'over-pronation')
May include features such as a medial post (a firmer section under the inner edge of your foot, for pronation control); a polyurethane midsole (for midsole durability) and a carbon rubber outsole (for outsole durability)
Built on a straight last, which offers stability and maximum support on the inner side of your foot
Anatomy of a Shoe
• Upper……………….
• Insole ………………
• Midsole ……………
• Outsole ……………
Upper
The entire part of the shoe that
covers the foot
Contains laces, color and design of
the shoe
It helps support the foot and
provide breathability
Upper
• Mesh
• Leather
• Synthetic Leather
Upper
Mesh
o Best for Breathability
o Nylon Knitted for Strength
o Running and Cross-Training
Upper
Leather
o Good for Stability
o Good for Durability
o Basketball, Boots and Cleats
Upper
Synthetic Leather
o Less Durability
o Lower Cost
o Basketball, Cleats, and Running
Insole o The extra strip of material placed
inside the shoe that comes in direct
contact with the foot.
o Provides comfort and protection for
the foot
Midsole
o Most Important Component
o Cushioning or Support devices reside
within this portion of the shoe
Types of Midsole
EVA (ethyl vinyl acetate)
Polyurethane
o Co-polymer of foam made of ethylene
and vinyl acetate
o When pressure is applied it expels air
and when pressure is removed is
inhales air
All Running Shoes
Cross Trainers/Walkers
Types of Midsole EVA – Ethyl Vinyl Acetate
o Heavier and denser than EVA
o Provides excellent stability but does
not have the quick rebound ability of
EVA
Basketball
Cross Training
Cleats
Boots
Types of Midsole Polyurethane
Outsole Traction & Durability
• Carbon Rubber Sole
• Hard Rubber Sole
• Gum Rubber Sole
Outsole
solid rubber with carbon added
to increase durability
Examples:
Cleats
Hiking
Running
Carbon Rubber Sole
Outsole
Good Traction and Grip
Durability to Withstand Daily
Use
Examples:
Basketball
Cross Trainer
Hard Rubber Sole
Outsole
Most Traction
Soft and flexible
Examples:
Volleyball
Indoor Court Shoe
Gum Rubber Sole
GET FIT Selling
Greet the Customer
Evaluate their Needs
Take them to Fit Print / Total
Solution Presentation
Finalize the Sale
Introduce additional Items
Thank the Customer
Greet the Customer
Greet
Conversation
Open-Ended Question
Within 10 Seconds
Evaluate Their Needs
Evaluate
Continue Conversation
Discuss Wants and Needs
Total Solution
o 10%-12% Customers Make
Purchase
o +60% Purchase After Fit Print
o Measure Feet
o Get Shoes
Take to Fit Print / Total Solution
Available in some
stores only
Finalize the Sale
Ask for the Sale
Answer Objections
• Restate objection
• Sympathize
• Know the product
• Present solution
Answering Objections
• What is an Objection? o Request for more information
• Answer Objections o Restate objection
o Sympathize
o Know the product
o Present solution
• Objection Techniques o Feel…Felt….Found
o If…..then…..
Introduce Additional Items
Socks
Insoles
Cleaners
Laces
Selling Accessories
• What is a good accessory goal?
• What is a good sock to shoe ratio?
• When is the best time to suggest an
accessory?
• How do accessories impact
customer service?
• What is the profitability impact of
selling accessories?
Thank the Customer
Thank the Customer
Invite Back
Be Personal
FREQUENT BUYER PROGRAM (FBP)
After the customer purchases 5 pairs of shoes (Footwear Only) , the 6th pair is 50 % off the average of the previous 5 pairs purchased.
there’s no expiry date
This program doesn’t cover discounted items or other offers.
it builds customer loyalty since you have to purchase 5 pairs prior to discount.
DISCOUNT POLICY OF TAF
5 4 3 2 1
Click her for an example
Answering the Phone
“ Thank you for
calling TAF (location),
This is (name), how
may I help you?”
Ensuring the Right Fit
• To get the right fit with each
customer it is imperative that you
measure both feet.
• Years of podiatry research has
shown that it is rare for a person to
have two feet with exactly the same
size, shape, proportions and
functional character.
Ensuring the Right Fit
• Designed in 1927, the Brannock
Device is recognized as the measuring
standard in the footwear industry.
• The Brannock Device takes three
measurements that are critical for
properly fitted footwear.
Ensuring the Right Fit
• Heel-to-Toe measurement
• Arch length measurement
• Width measurement
Ensuring the Right Fit STEP 1 : Properly position the foot
Make sure the foot is placed firmly in the
heel cup of the corresponding side.
Position the ball of the foot so that it
almost touches the edge of the slot
through which the pointer slides.
Measure the foot while standing, the foot
spreads out when it supports the weight
of the individual.
Ensuring the Right Fit STEP 2 : Measure the Length
Determine the heel-to-toe length by
looking straight down over the toes to
read the appropriate size.
Determine the arch length by aligning the
sliding pointer with the ball joint of the
foot.
These two measurements may differ. To
ensure the best fit use the largest of the
two so the shoe will flex in the correct
position on their foot.
Ensuring the Right Fit STEP 3 : Measure the Width
Push the sliding width bar to the edge of
the foot (firmly but do not squeeze the
foot).
Using the length you just determined,
align that number with the corresponding
width.
If the shoe size falls between the widths,
choose the wider size.
Vendor Technology
Nike – Air Technology
Components of the Shoe
Pressurized air is captured inside a
tough yet flexible urethane bag.
Nike – Free
Components of the Shoe
The outsoles feature siping (deep
slices) and reverse flex grooves.
Nike – Lunarlite Foam
Components of the Shoe
Lunarlite foam cushioning is 30%
lighter than Phylon, Nike's next
lightest performance foam.
Asics – Gel Technology
Components of the Shoe
Absorbs the shock
forces generated
upon impact.
Reebok - ZigTech
Components of the Shoe
An innovative sole design with more energy
return and maximum cushioning.
Reebok - RealFlex
Components of the Shoe
Lightweight and flexible footwear designed to
move with the natural movements of your feet.
The way you lace your shoes can
help overcome many problems:
Heel Slippage
Narrow Feet
High Arch
Wide Forefoot
Lacing Techniques
Many people have trouble keeping their
heel in the heel cup of the shoe. To keep
it from slipping, lace your shoes to form a
“lace lock” at the top of the shoe.
This will allow you to tie the shoe tightly
at the top without narrowing the fit for
the rest of the shoe.
Heel Slippage
Heel Slippage
• Lace the shoe normally from the bottom using the criss-cross method.
• When you reach the top, take the lace and insert it in the next hole on the same side creating a loop.
Heel Slippage
• Criss-cross lace to the opposite side and through the loop.
• Now when you tie the shoe tighten the lace and the loop at the same time.
Heel Slippage
• This will create more torque around the heel when you tie the lace and help eliminate the heel from slipping.
• There is an additional hole located in most running shoes to accommodate for heel slippage.
If you have a narrow foot, your foot may
move around in the shoe causing
blistering or other foot problems. There
is another lacing technique to help
eliminate this type of movement.
This will allow you to tie the shoe in a
manner that narrows the width in the
forefoot.
Narrow Foot
Narrow Foot
• Start by lacing the shoe normally through the first hole using the criss-cross method.
• Now take the lace and insert it into the next hole on the same side creating a loop.
• Criss-cross the lace to
the opposite side and
insert it into the loop.
• Continue then to lace
the shoe normally using
the criss-cross method
until you reach the top.
Narrow Foot
• When you tie the shoe, the loop will pull and create more torque in the forefoot.
• This will help eliminate any movement due to a narrow foot.
Narrow Foot
• Some individuals have a higher
arch than most and the average
athletic shoe is not made to
accommodate this type of foot.
• There is another lacing
technique that will help the
shoe fit better for a high arch.
High Arch
• Start by lacing the shoe normally through the first two (2) holes using the criss-cross method.
• Now take the lace and insert it into the next hole on the same side.
High Arch
• Continue lacing the shoe
to the top using the
criss-cross method.
• This method “skips” a
hole in order to create
more space.
High Arch
• Tie the shoe normally.
• This creates more volume or space around the arch of the foot. In some cases it may be needed to “skip” additional holes.
• This will help compensate and should eliminate the problem with the proper fit.
High Arch
• This type of foot can be the hardest to
fit at times. Some styles are available
in wide widths but may not fit in the
heel.
• The last type of lacing technique
creates more space in the forefoot
without creating more space in the
heel cup.
Wide Forefoot
• Take the lace from the
base of the shoe and
“skip” the first hole
and place the lace
inside-out on the next
hole.
Wide Forefoot
• Now using the
criss-cross method
continue lacing the
shoe normally to
the top.
Wide Forefoot
• Tie the shoe normally.
• This creates more volume or space around the forefoot without removing the proper fit in the remainder of the shoe.
• In some cases it may require “skipping” an additional hole in some cases.
Wide Forefoot
Loss Prevention
Shrinkage
Shrinkage = Missing Merchandise = Missing Dollars
• Internal Loss = Theft
• External Loss = Theft
• Operations Loss = Human Error
Thank you !