We work in a lot of industries that offer services provided by experts. For example:

 *Scribe-X offers services provided by medical students.

 *Marathon Sports offers advice and professional footwear fitting by running/ walking/biomechanical experts. 

 *Cardinal Bikes offers bicycle repair, professional bike fitting service, and  problem-solving expertise from industry-certified providers.

 *Neptune Mountaineering offers decades-long experience as well as trustworthy  advice and recommendations for backcountry skiing, climbing and snowshoeing  (and most everything else outdoors!)

 *Aqua Tots offers swim instruction for children to learn how to save their own  lives.

 When these enthusiasts who serve these industries become masters of the activity, it can be a challenge to remain humble. After all, they are the experts! The secret is to bring that expertise to the customer, while remaining unpretentious and respectful. 

Just last week I took Hank to one of my favorite stores to buy him one of my favorite things: A Smithey Carbon steel skillet (https://smithey.com). We were greeted by the one person who was working-not the owner. He said, “Let me know if I can help you.” I took Hank over the Smithey display and began to tell him why I liked them so much (we have 6 of their products). As I was I talking to Hank the salesperson (from behind me—and seated), said “I don’t know what you know about cast iron, but everything you just said is wrong.” I stopped, shocked and considered a sarcastic response. Before I could offer one, he launched into a (no exaggeration here) 12-minute lecture on cast iron skillets and their care. Mind you, I was looking at the Carbon Steel skillets. PS. I have a full set of cast iron cookware I’ve used for decades. 

My first inclination was to leave, but as this was the best local purchase option I had, I tolerated the smackdown and stood by. Once he finished I continued talking to Hank and together we picked out his new Smithey. 

As I left the store, I considered how this gentleman could have improved his approach—and our experience:

 1. Be sure you don’t assume what your customer wants

 2. Keep your opinions at a minimum, unless they’re requested. Share facts.

 3. Ask open-ended questions and then listen.

     “What do you cook with now?”

     “What will you do with this skillet?”

     “What’s your experience with Smithey?”

 4. Observe the reaction you are getting from your customer and respond  accordingly.

      -Are they giving you feedback?

      -Are they asking you questions?

      -What’s their body language telling you?

On that day, we certainly would have considered a larger purchase. The lack of rapport created by the salesperson instead had us ready to leave the store. I wonder how many times this happens in this location….

 What does a humble expert look like?  Well you know me, I have a story to answer this question.  

Several years ago I was conducting a manager training session for the leadership team at Big Dog Running in Columbus, Georgia. John Teeples and Reggie Luther are the owners of this unique retail business. I was working with the two of them and four of their managers. As usual, I started the day with introductions. When I arrived at one of the managers, she simply introduced herself by saying, “Hi, I’m Amy. I’ve worked at Big Dog Running for two years.” Hoping to learn more, I asked, “Tell me about your running experience.” She said, “Well, I ran in college at Providence.” I replied, “Oh? What events?” She said, simply, “Mostly distance.”

I never pass up a chance to brag about my kids. My youngest, Kent, was running track at UNC–Charlotte at that time, so I began:

“My son runs at Charlotte! Yep, he’s a mid-distance guy. Loves the 800. In fact, he just shaved 1.5 seconds off his PR.” I continued, “He went to the Penn Relays last year.” Blah, blah, blah. I lost track of everything I said, but the entire time, Amy sat smiling, nodding and encouraging me to go on. Surely, she was truly fascinated by my son’s modest career. 

At the end of the day, as we were walking out, John put his arm around me and said, “Dan, do you know who Amy is?” Well, of course I do. She’s one of your managers—and a damn nice lady. 

John gently revealed, “Dan, she’s Amy Rudolph. Two-time Olympian. Former US Record holder in the 5k. Two-time US indoor 3000m Champion. Two-time US Cross Country champion. 1994 NCAA 1500m champion....” I lost track at that point as John continued. I had made the classic mistake of not asking the right question. I was so focused on my own story that I lost out on an opportunity to learn so much from the person sitting right in front of me. 

I’ll give Amy credit: she was so cool and calm. She sat right there and listened to my story about Kent as if it was the most interesting story she had ever heard. She smiled. She nodded. She seemed genuinely interested and impressed (which was the reaction I was hoping for—this is my son, after all). But at any time, Amy could have said, “Really? He runs the 800 at UNCC? Well, I’ve been to the Olympics. Twice!” Mic drop. 

I learned a great lesson from Amy that day. When you’re working with a customer, be sure you’re asking the right questions. Be sure you are listening. And sometimes, you’ll have to work to pull out the real story from the person right in front of you.