Three Simple Rules for Success

This month we reveal a short list of lessons truly successful sales professionals follow every day. And, we’re sharing our notes from a compelling conversation with someone who doesn’t consider himself a salesman – yet enjoys ‘platinum’ success at a best-in-class retailer. Learn how you can use just three simple rules for success in your business.

“Too many people, unfortunately, have the wrong focus. If you view your job as a salesperson as a way to make an income or achieve numbers, you’ve got it wrong. If you’re working to have people feel better about themselves -- and working to help people discover what they can achieve -- then you’re focused on the right things,” says Duane Althoff, wardrobe consultant with Nordstrom Fashion Square in Scottsdale, Arizona. “And, if you really care about people…then you’re going to do what’s best for them.”

Since starting his career with Nordstrom in 1998 Althoff has achieved all-star status outfitting customers with suits, shoes, and special occasion fashions – and most importantly and most often – a dramatically refreshed sense of self worth.

Charlotte Landram, a highly successful leader of sales organizations, professional coach and founder of High Impact Systems in Phoenix, met Althoff by luck one day while shopping for custom-made shirts.

“I’m fortunate to have gotten to know Duane and to watch him work with clients,” says Landram. “He is unbelievably successful at what he does, and I think a big part of his success rests on a few simple lessons anyone in sales can follow.”

Lesson 1: Know your stuff

The first lesson, Landram says, was illustrated the day she was introduced to Althoff.

“I was interested in ordering custom-fit shirts,” she says, “and the first sales associate I talked to wasn’t knowledgeable about what was available. He lost me because he couldn’t explain the choices I had. I was ready to buy, but he was unprepared to help me make a buying decision. Luckily, I was referred to Duane. I ordered shirts, and began a relationship with someone I turn to regularly – and someone I’ve sent several people to, too,” Landram adds.

“If you’re a sales professional you can’t afford to miss this lesson,” she adds. “You must have an intimate and absolute knowledge of your products or services – whether you’re selling shoes, stocks or solar energy systems. This knowledge enables you to be fully prepared with information your clients need, and to assume the role of a trusted advisor.

“And, when you really know your stuff you can interact with your clients on a much higher, richer level.”

[boxed or bold quote] “To enjoy more success, become a master of your products and services. You should know what your clients want to know – and be able to present this information with genuine conviction. Help your clients make solid, informed decisions.”

How does Althoff – working in a constantly changing environment where new fashion trends and merchandise hit the sales floor every day – keep up with lesson one?

“Well, for starters, I’m here every day (in the store or at fashion industry events). I call it a disease. I keep up with what’s going on in the industry so I can help interpret trends for clients – such as how to make what’s on the runways work for them,” he explains.

Althoff also counts on rather unique and innate abilities that further his client conversations and care: more than 25 years experience with both men’s and clothing – honed as a pattern maker and alterations expert; a deep desire to match his clients’ needs and personalities with clothes that make them look great; and “an uncanny ability to size people up quickly and understand what they may not be saying.” (“My business is so nonverbal.”)

“Some days I feel a bit like a cross between a priest and a physician,” Althoff jokes.

Lesson 2: Maximize your clients’ potential

“I would hope that no one approaches their work or their passion differently. I guess that’s the teacher in me,” Althoff says in talking about his work. “It’s truly wonderful to see others start to feel what I see when they put on a great-looking suit, or a flattering shirt, or a wonderful pair of shoes. It really comes from the gut – or maybe it’s the heart. I’ve just always believed I wanted to treat people as I wanted to be treated. I constantly ask myself, ‘What would wow me?’

“A truly great sales pro will look for all the opportunities to maximize their client’s potential, well-being or business,” Landram says. “You become a great listener, and focus your attention on solving problems for your client – and even offering answers to questions they haven’t even asked.”

[boxed or bold quote] “My role is so diverse and so exciting – it keeps me thinking, ‘What is really going to work for this woman?’ ‘How can we make this trend age appropriate?’ ‘What suit will help this man look incredibly confident?’” Althoff says, embodying Landram’s second lesson: Maximize your clients’ potential at every turn.

“Anyone can fulfill an order or assemble paperwork to close a deal,” Landram adds, “but far fewer people take the time and develop the talent to encourage customers to try different solutions, make more-informed decisions and develop their potential in new ways.

“Duane is one of these people in my life. He encourages me to try things I wouldn’t have tried on my own…and I’ve grown because of that,” Landram says.

Althoff’s first job at Nordstrom was in men’s suits (he began working at the retailer’s Scottsdale store ahead of its 1998 opening).

“While working there, I always felt too pushed for time,” Althoff says. “Often I’d find five or six people waiting to see me, and it was hard to really help people at the level I wanted.” He is still in very high demand, but now as the store’s highest producing personal shopper, Althoff works by appointment only, meeting with five to 10 clients per day – most of whom he knows as long-term clients.

“I don’t sell – in fact this is one of my personal rules,” Althoff says. He points to a handful of reasons clients will call and request an hour or two of his time and expertise.

“It can be because of what I call shopping frustration – or not being able to find something they’re delighted with. It can also be because my clients are going through a change in life – maybe celebrating a big birthday or event – or a change in fashion – and need help updating their wardrobe. Clients also call me because they don’t have the time to find what they’re looking for – or they simply are looking for help to navigate through all the choices they have.”

Lesson 3: Make the sales process go smoothly

And, that leads right into Landram’s third rule: Work efficiently, and don’t let your clients get bogged down with details you can manage for them. Master this lesson, Landram says, and you present a highly professional image to clients, you’re in complete control of time and free of distractions, and you can maintain a higher level of interaction with your “ready-to-buy” clients.

“Duane’s success enables him to further differentiate himself from other sales associates, Landram explains. “He has already established a very good, caring relationship. He works only with clients who want to work with him – and who are already in a buying mode when they meet. He has a very warm and engaging personality that puts people at ease immediately. And, you have such an enjoyable experience, you want to help him succeed even more,” she adds.

While it sounds easy to accomplish – especially with good instincts and innate abilities – Althoff knows it’s not always so.

“Sometimes it doesn’t feel like I get off on the right foot or meld right away,” he says. “When that happens I just make a conscious decision to really care for the person, and remind myself to set ‘me’ aside.

[boxed or bold quote] “I always enjoy the challenge of being called when a sales associate and a customer have hit a roadblock. I feel I can always offer a solution – or guide the customer to a solution,” Althoff says.

“Probably the highest compliment my clients can pay me is the opportunity to work with a family’s second generation,” Althoff says. “And, I now have enough years of experience to see that happen!”

Althoff’s sales success recently earned him distinction as a Platinum Club Pacesetter with Nordstrom. He’s become a sought-after personal shopper and style advisor to hundreds of clients – all eager to wear fashions and fabrics Althoff matches to their personalities. His own rules for success: Have integrity. Be honest. Care about people. Have fun. Help people look and feel great. Love what you do.