Mastering Sales: Lessons from a Pashmina Shop

On our way to the world’s most famous burial place, the Taj Mahal, my wife and I found ourselves making an unscheduled detour to a tiny storefront tucked behind the gates of a quiet residential community. One of our fellow travelers had asked about Pashminas earlier in our trip, leading us to a little shop called Sanduq.

As we made our way through the threshold, half a dozen salespeople escorted our group to the back of the shop, where chairs and stools were set up for us. The shop’s Major Domo launched into a captivating narrative about the Changthangi cashmere goats, who live above 13,000 feetaltitude, breathing cold, pure air to produce the world’s finest wool. With ease, the Major Domomoved through the story, educating us on how the wool is transformed into the luxurious fabric known as Pashmina.

As the presentation came to a close, piles of ethereal wool scarves and blankets in every color imaginable piled up on tables while the group explored, and an employee passed around a tray of cardamon and saffron tea with honey.

More than a Scarf

Though the products were exquisite, it was the shop’s approach that struck me the most. Our group’s comfort was a top priority and there was no rush or hard sell. Instead, they were sellinga feeling, a history and most importantly, an experience. Each scarf came with a story, from the habitat of the goats to the intricate embroidery work and the limited, one-of-a-kind supply. What began as a simple detour became a journey through craftsmanship and heritage.

There is an important business lesson to be learned from Sanduq. The shop’s scarves weren’t just scarves. They were feather-like masterpieces that originated in the mountains and weretransformed by the hands of artists. And when my wife and I purchased more than we had planned, the store kindly offered to ship everything home. Rather than a transaction focused onprice, this interaction was focused on demonstrating value, offering connection and following through on the experience.

Too often in business, we focus on what we are selling without telling the deeper story behind it. Consider the following sales lessons from my time at Sanduq:

• Ask questions: A great salesperson asks questions about what they are selling long before they make their first sale. Questions such as why does this product exist? Who made it? What makes it unique? What feeling does it offer your clientele? The answers salespeople develop will help shape the narrative behind a successful sales strategy.

• Lead with your story: While Sanduq’s story of the Changthangi cashmere goats was not necessary information to inform buyers, it painted a picture for their guests and made it more memorable. By establishing a story behind a product or service, a salesperson elevates their product in consumers’ minds and creates a connection. Doing so will make a sales pitch much more difficult to forget.

• Curate the experience: A customer or client’s comfort is a crucial consideration in sales. Sanduq could have lined their products up and allowed patrons to search through at their leisure. Instead, they put on a show, created a connection to the product and guided their customers through the buying process over a warm cup of tea. When customers are comfortable, they are more likely to engage in a sale.

Successful salespeople know they are never simply selling their product or service, they are selling the background and expertise that shaped it and the knowledge they can offer customers. If a customer can remember how a salesperson, or a sale made them feel, the better the chance the sale will close. Even if it starts with a goat at 13,000 feet.