By Kerry A. Wiley, Guest Writer
Effective sale people are outstanding listeners, flexible, patient, and subscribe to the philosophy that service to the customer and the satisfaction of the customer are the driving force of business.
Kerry testing ski poles
A Center for Disease Control study estimates that nearly 48 million U.S. adults (21.8%) report having a disability. Estimates suggest that approximately 12% of people have an issue with mobility.1 48 million is a large number and a large customer base. I am one of those customers, yet retailers often categorize me as a “special” or secondary market. I was born with Spastic Cerebral Palsy and use the ski-poles as a replacement for crutches. I use the ski-poles to support my balance and walking.
While it is true that I walk using ski-poles, I do not consider myself a secondary or “special” market. The effective sales person knows that one size does not fit all. That is a lesson that we need to keep teaching in the Health and Disability fields.
I do not stand completely straight or tall. Even with the poles I use, I have a tendency to lean forward and have to rely on the poles to some degree for balance. I am working with a team of people to gain the skills to walk completely device-free; although for now, I need to use the poles in certain settings to support my mobility.
I tried several variations of poles from aluminum to cutting edge carbon fiber poles. Carbon fiber is extremely stiff, strong, and light. I have carbon fiber poles specifically constructed for my walking needs. Eventually, repeated use of the poles causes wear and tear on the devices. I occasionally have to take the poles into a local sports shop for repairs.
Recently I went into the sports shop and one of the Sales Associate pulled out a tape measure and announced, “The poles she has are too short for her.” Another Associate had me stand with a set of poles that were one length and height. I walked with them. The second sales person gave me another set of poles that were a different length and height.
I marveled at the process unfolding. I stood in the middle of a retail store that sold kayaks, skis, and typical sports equipment. The team of sales associates tinkered with the pole accessories and let me maneuver around the store with the poles. “Can we use a different end on the poles for more stability?” I asked. Ski or walking poles have a carbide tip at the end which often has a rubber boot to navigate different surfaces-(e.g. sidewalk or grass).
A flurry of activity started. The sales associates pulled different tips out from the available stock and determined a particular brand more durable. The associates felt the changes would address my needs. The sales people needed time and different equipment to put on the new ends and asked me to return to the store the following day and I did.
The team of sales associates greeted me and presented the poles with the modified ends. They excitedly explained how a co-worker, Peter brought in his camp stove from home to put the new ends on. They escorted me to see the camp stove, make-shift tools, and the bucket that serving as the means to modify the poles now in my hands.
The length these people went to tailor service to my needs was exemplary. This team listened and quickly learned the needs of their customer. They sought to support me to get my needs met the first time, even though it often takes several tries to find the right fit or solution. They now know me by name in the store. I keep going back because my walking difficulty is not the primary focus-supporting my needs is. This retail outlet views me as part of their primary market, as every person with a disability should be-not as a secondary market or “special” one.
1) Brault, M. Americans with disabilities: 2005, current population reports, P70-117, Washington, DC: US Census Bureau; 2008.
Author Note:
Kerry A. Wiley is a writer with a disability who focuses on physical activity. Several of her articles appear on the National Center on Physical Activity and Disability website. You can also read Going for a Walk to learn more about Kerry.
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Imagine…if political campaigns openly addressed the issues of Ohioans with disabilities
The National Center on Physical Activity and Disability’s (NCPAD) mission is to promote the substantial health benefits gained from participating in regular physical activity. As a center, we believe that every individual can gain some health benefit as a result of being more physically active. Our goal is to provide people with disabilities options and information to assist them in pursuing whatever kind of activity they think they may enjoy. We have information and resources for everyone, from guidelines to consider before beginning an exercise program to factsheets on many popular activities, games, recreational pursuits, as well as sports that have been adapted to allow people with disabilities to participate to the extent that they desire.
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