Folks,

Joe Girard was said to be the world’s greatest retail salesman. As you might expect from the world’s greatest retail salesman, if it’s not true, it’s likely to be a good story. But Joe was different; he understood his job.

Joe figured that what would make him more successful was to focus on the long run, not just short-term success. While many of us might think this, Joe designed his entire practice around it. Rather than focusing on the immediate sale, Joe concentrated on how he could get people to return to him a second, third, and fourth time. The sale became incidental – the relationship, however, was not.

He asked a different question: How do I build trust? 

I love this story because it sounds like BS sales patter until you look a little closer. Joe was right; it’s far cheaper to retain a customer than it is to attract a new one, and even easier to sell to someone who already trusts you.

The art is to find a principle that feels like a cost too heavy to bear and be strong enough to make it work for you and the people you serve. 

I’m going to leave you with a note that I found inspiring this week, from the Play Pedagogy Book. On page 68, there’s an example of how a math teacher gets to know her students at the start of the year. If you want to know how to bring your lessons, coaching practice, or even a conversation with a work colleague alive, it’s worth the read. 

Here’s how I see it working in the sports and physical activity space. 

Have a great week, 

Simon

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