Recently I was shopping in the Denver Cherry Creek area and noticed a couple of high end eyewear places listed on the store directory. Perfect really, as I had been looking for some new frames and the stores shown were easily within walking distance so I could take a quick look and get on the road to make a dinner reservation.
I walked into the first store and was presented with literally hundreds of frames all beautifully displayed. It seemed like a posh place with the dimmed lighting well done and mirrors strategically placed everywhere for the simple ease of trying every pair. Seeing immediately a couple of my favorite lines, I felt a little shopper euphoria knowing that I had hit the right place and would shortly be walking out with exactly the right frame. Two sales people approached me and a well groomed woman assured me that her associate would be happy to help me should I want to look or try anything on, but they would just let me browse for now. I happily agreed and started my search. I began quickly with the lines I liked and then started walking the store and looking at the many other choices. As I neared the entry point again after a full store “sweep” I decided to take a look at the 2nd shop as well. I thanked them and left.
The 2nd Store
The difference struck me immediately. While this store also was posh, it was much different than the first. The lighting was brighter, not nearly so elegant and subdued and there was a riot of color at every turn even though on inspection the frames looked to be very much the same as the last place. A friendly salesperson approached and inquired, “Do you want some help or would you just like to look?” I began my trek around the store again but this time was handed a box and instructed to put every pair of frames I liked in there and we would sort them all out in the end. Pair after pair went into that box. Black frames, tortoise shell, olive green, even a random orange just because I was enamored of the system she had given me. I tried on several but finally succumbed to the lack of time I was facing and unwillingly decided to go rather than make a quick purchase.
The Psychology of the Experience in relation to Conference planning
As I drove away I thought about the 2 experiences and why I ended up with no new specs in my bag. I loved the frames in both stores although I really liked the ones in the first store a little better. Instinct told me that, but on a sensory level I wanted to buy from the 2nd store with all my being. The difference was one of complete and total immersion. I could touch any and everything I wanted to in that 2nd store and was highly encouraged to do so. I felt the quality of the glasses, looked at them on my face, shuddered at the pricing and felt some vested ownership with the selections in my box system. At the first store, I tried only a handful of glasses as the overwhelming majority of their inventory was behind locked cases. And the ones that I did try unfortunately had no pricing on them. I was forced at every juncture to turn to them for answers versus experiencing anything for myself.
We strive to be the second store when it comes to conference planning and the production of our twice yearly summits. Advocates of lifelong learning, we understand the experience for our attendees needs to be one of interaction versus lecture and we search to find speakers and content that embrace that notion. Our goal, like the 2nd store is to create an environment of “immersion” for you, one where you can touch, feel, ask, and learn for yourself.
The EcSell Institute Fall Summit is September 23rd and 24th at the Intercontinental O’Hare in Rosemont, Illinois. We hope you will join us there for immersion in how to develop and retain top sales talent.