Strategy in the Movie
Miracle on 34th Street is an iconic movie, watched over and over again at Christmas time for its beloved portrayal of Santa Claus. It is a great movie for many reasons, not the least of which being the sales strategies Coles adopts.
Coles Cares
In the movie, Santa Claus helps Coles to change its sales habits by learning to refer consumers to other companies who might have the product, but at a cheaper price. This is a fantastic strategy, because it focuses on the most important part of the sale: the consumer.
Giving the consumer want he/she needs at the best option is the goal of many companies. But every company was not always wiling to follow such a practice. In an earlier time, companies were most motivated by the sale. But in this movie, the value is placed on the consumer above all else, even if it means Coles will not make a sale. But this had tremendous payoff for the company down the road, as they were packed by loyal customers who knew they were not being cheated on their purchases.
The greatest technique to remember : don’t waste a consumer’s time. Take care of them first, and eventually the customers wil take care of you.
BoweryJE22
Seeing Santa as a salesperson is definitely a change in perspective, but this is an excellent point!
This serves as a great example for salespeople. It is very important to put the customer and their needs first, this is how you build trust and a lasting relationship with them. If you are transparent and personable, they will come to you knowing you are reliable and have their best interest at heart.