So I went to Sephora interested in trying on some new beauty products because I am a total NOOB when it comes to all things beauty, and needed guidance on beauty product purchases. Well you know when you go in a store and all the sales associates are asking you if they can help you or “is there anything you are looking for in particular today?” Well this not only makes me feel sold to but also overwhelmed. I politely thanked them, said I was not interested, browsed a little, and then walked out.
I knew I wanted to buy some new products but there were so many sales associates in the store so I did not know who I wanted to turn to for help.
COACH LOVE AT FIRST SIGHT
So after walking around the mall and eating horrible food court food I went back into Sephora. The process happened all over again – a ton of sales associates approached me and I politely declined assistance. For about 5 minutes, I walked around the store and glanced at different products, then like a Hollywood love story a sales associate caught my eye.
3 WAYS MY COACH ATTRACTED ME AS A CLIENT
She was wearing the same uniform as everyone else but there were a few things about her I was drawn to. The first was the way she did her makeup it truly reflected her outer beauty because it was not over the top and had a hint of her style also her shoes they were a cool looking pair of flats with bold colors and patterns. I started to lurk around her like a stalker because she was helping another customer. This is when I identified the third characteristic, the way she helped her customer. I observed that unlike the other sales associates that were just showing people products she was having a conversation with her customer and asking them what they want to look and feel like with a certain beauty product. It was like she was holding a coaching session. And that was when I saw the fourth thing that drew me to her – her personality. Her personality was in the way she carried herself, her clothes, her hair, and even how she talked. All these things were branding but she did not know she was doing it.
I patiently waited 15 minutes until she finished with her other customer. As soon as they parted, dove between her and a pack of teenage girls dressed like Miley Cyrus to make sure I was next. I was victorious. Working with Britany was worth the wait, she taught me so much about how to evaluate makeup for my skin type. Not only did I purchase a good amount of product that day but she is now my go to person anytime I go to buy beauty products.
THE BRANDING TIPS BREAKDOWN
So lets review again how she gained my trust and my business:
1. Judge a Book By its Cover: We as humans are visually oriented, which means that before we commit to anything, be it time or money, we look at the presentation and how appealing it is to us. Let’s face it your brand will be judged on appearance because in this digital age that is the first thing people encounter. So to ensure that people do not discount you because your appearance looks janky work on creating a clean cohesive brand identity that reflects your awesomeness.
2. Personality: Even though Brittany was wearing the same uniform as everyone else and selling the same type of products as the other associates her personality made her stand out as welcoming and nurturing. It is so important that you be yourself and let your personality shine across all your points of interaction with your audience.
3. Approach/Promise: Once I went past the superficial and actually got to witness and experience the way Brittany helped people I trusted her and knew that she would fulfill her promise in whatever she offered. The value of your brand is really measured by how well you fulfill your promise because it shows your audience how trustworthy you are and if they can consistently depend on you to solve their needs and desires.
So as you go through re-branding your business remember these tips so that you can stand out from the sea of other coaches in your field.