Get Fit Selling
Content Outline 1. TAF History 2. TAF Vision/Mission Statement 3. TAF Core Values 4. Common Mistakes 5. Gait Cycle 6. Foot Type 7. Pronation 8. Shoe Type/Last Shape & Construction 9. Anatomy of Shoe 10. GET FIT Selling/Phone Script/FBP 11. Ensuring the Right Fit 12. Loss Prevention 13. Vendor Technology/Lacing Techniques
History Robert and David Lando opened the 1 st TAF store in 1971 in Pittsburgh, Pennsylvania. It was the 1 st athletic footwear specialty store of its kind in the United States. TAF is the world s 1 st franchisor of athletic footwear & is recognized today as the world leader in athletic footwear franchising.
History TAF began franchising domestically, with the franchise store opening in Oshkosh, Wisconsin in 1972. The 1 st international franchise store opened in 1978 in Adelaide, Australia, the beginning of the TAF expansion into over 40 countries. In 2008 a significant re-branding effort was launched that included a change from The Athlete s Foot to the dynamic & contemporary acronym, TAF. In 2010, TAF was acquired by Global Franchise Group. Throughout its history, TAF has maintained its high quality brand image & continues to innovate in its field as the world leader in athletic footwear franchising.
OUR VISION The World s Definitive Expert on Athletic Footwear
OUR MISSION The Athlete s Foot is a global company that places its customers first! We will be relentless in our commitment to add value to our shareholders, franchisees, associates and vendor partners. We will accomplish this through superior customer service, integration of technology, product selection, knowledge and innovative leadership.
Our Core Values We believe our 1 st responsibility is to our Customers, the people who walk into our stores and buy our products. We will provide them caring and professional service with 100% satisfaction We are responsible to our Associates, the men and women who comprise The Athlete s Foot Group around the world. We will provide meaningful employment; we will ensure that a high standard of training is maintained; and will encourage personal career development. Each Associate will be treated with respect and dignity TAF will conduct all business practices with the highest ethical standards. We will maintain a commitment to the communities in every country in which we work & live throughout the world. We will advance technology as a means to promote good business practices & to provide the best products & services for our customers. We will have a sense of urgency in business operations and in decision-making. Speed to Market must be our concern in every aspect of our daily operations.
Why are there so many types What Size? of shoes? What What Brand? Type?
Introduction Before you can decide what type of shoes to buy you need to know what type of foot you have. There are different type of shoes made for different types of feet.
Common Mistakes Buying for Looks Most customers are too concerned with fashion versus function. Wrong Size Your foot changes over time and not all shoes are made the same. The Shoe will break-in This is a misconception, the shoe should fit when you buy it.
Feet Overview Different Types Footwear Components of a Shoe Different Types of Shoes GET FIT Selling 6 Steps process to selling at TAF
Feet and Footwear Gait Cycle Foot Type Pronation Types of Shoes Anatomy of the Shoe
Gait Cycle Definition The rhythmic alternating movements of the 2 lower extremities which result in the forward movement of the body. Simply stated, it is the manner in which we walk.
Stance Phase o Contact o Mid Stance o Propulsion Gait Cycle Swing Phase o Initial Swing o Mid Swing o Terminal Swing
Gait Cycle
Contact Gait Cycle Heel makes contact with the ground as you attempt to move forward.
Gait Cycle Mid Stance The foot is flat on the ground and body weight passes over the foot as the body moves forward.
Gait Cycle Propulsion When the foot pushes off the ground to propel the body forward.
Gait Cycle
Foot Type Normal Foot Flat Foot High Arched Foot
Foot Type Normal Foot o Description: Normal sized arch and leave an imprint that has a flare but shows the forefoot and heel connected. o Characteristics: Normal foot lands on the outside heel and then rolls inward slightly to absorb shock. These types of runners are generally considered relatively efficient and don t require motion control shoes. o Best Shoes: Stability shoes with moderate control features such as a medial post, or dual density midsole.
Flat Foot Foot Type o Description: Flat feet have a low arch and leave a nearly complete footprint. Will look like the whole sole of the foot. o Characteristics: This imprint usually indicates an over pronated foot that strikes on the outside of the heel and rolls inward (pronates) excessively. Over time, this can cause many different kinds of overuse injuries. o Best Shoes: Motion control shoes, or stability shoes with firm midsoles and control features that reduce the degree of pronation. Stay away from high cushioned, curve lasted shoe that lack stability and control.
Foot Type High Arched Foot o Description: High arched feet leave an imprint showing a very narrow band connecting the forefoot and heel. o Foot Characteristics: High arched feet are generally termed under-pronated. This foot does not pronate enough, so it s not an effective shock absorber. o Best Shoes: Cushioned shoes with plenty of flexibility to encourage foot motion. Stay away from motion control or stability shoes that reduce foot mobility.
Pronation The inward rolling of the foot during normal motion and occurs as the outer edge of the heel strikes the ground and the foot rolls inward and flattens out. A moderate amount of pronation is required for the foot to function properly.
Pronation o Average/Normal Average Arch o Under Pronation High Arch o Over Pronation Flat Arch
Angles of Pronation OVERPRONATION Hypermobile Foot Flat Foot Pronation Pes Planus NEUTRAL PRONATION UNDERPRONATION Rigid foot High Arch Supination Pes Cavus
The LAST is the foot shaped form around which the upper is built. Last shapes: Straight good for overpronation Curved good for underpronation Semi-curved good for normal pronation Last Constructions: Board more stable but lacks some flexibility Slip lighter and more flexible Combination board in rear, slip in front
Shoe Type Stability Cushioning Motion Control
Stability Blend of cushioning, medial support (to limit excessive inward rolling of the foot, which can cause injury) and durability Often have a medial post or dual-density midsole - these are features that provide a firmer density under the inner edge of your foot Usually built on a semi-curved last
Cushioning Softest midsoles and the least added stability Usually built on a semi-curved or curved last to encourage foot motion, which is helpful for runners who have rigid, immobile feet ('underpronators')
Motion Control Designed to slow down or limit extreme inward rolling of the foot and ankle, which can cause injury (this excessive rolling is called 'over-pronation') May include features such as a medial post (a firmer section under the inner edge of your foot, for pronation control); a polyurethane midsole (for midsole durability) and a carbon rubber outsole (for outsole durability) Built on a straight last, which offers stability and maximum support on the inner side of your foot
Anatomy of a Shoe Upper. Insole Midsole Outsole
Upper The entire part of the shoe that covers the foot Contains laces, color and design of the shoe It helps support the foot and provide breathability
Upper Mesh Leather Synthetic Leather
Mesh Upper o Best for Breathability o Nylon Knitted for Strength o Running and Cross-Training
Leather Upper o Good for Stability o Good for Durability o Basketball, Boots and Cleats
Upper Synthetic Leather o Less Durability o Lower Cost o Basketball, Cleats, and Running
Insole o o The extra strip of material placed inside the shoe that comes in direct contact with the foot. Provides comfort and protection for the foot
Midsole o o Most Important Component Cushioning or Support devices reside within this portion of the shoe
Types of Midsole EVA (ethyl vinyl acetate) Polyurethane
Types of Midsole EVA Ethyl Vinyl Acetate o Co-polymer of foam made of ethylene and vinyl acetate o When pressure is applied it expels air and when pressure is removed is inhales air All Running Shoes Cross Trainers/Walkers
Types of Midsole Polyurethane o Heavier and denser than EVA o Provides excellent stability but does not have the quick rebound ability of EVA Basketball Cross Training Cleats Boots
Outsole Traction & Durability Carbon Rubber Sole Hard Rubber Sole Gum Rubber Sole
Outsole Carbon Rubber Sole solid rubber with carbon added to increase durability Examples: Cleats Hiking Running
Outsole Hard Rubber Sole Good Traction and Grip Durability to Withstand Daily Use Examples: Basketball Cross Trainer
Outsole Gum Rubber Sole Most Traction Soft and flexible Examples: Volleyball Indoor Court Shoe
GET FIT Selling Greet the Customer Evaluate their Needs Take them to Fit Print / Total Solution Presentation Finalize the Sale Introduce additional Items Thank the Customer
Greet the Customer Greet Conversation Open-Ended Question Within 10 Seconds
Evaluate Their Needs Evaluate Continue Conversation Discuss Wants and Needs
Total Solution Take to Fit Print / Total Solution Available in some stores only o 10%-12% Customers Make Purchase o +60% Purchase After Fit Print o Measure Feet o Get Shoes
Finalize the Sale Ask for the Sale Answer Objections Restate objection Sympathize Know the product Present solution
Answering Objections What is an Objection? o Request for more information Answer Objections o Restate objection o Sympathize o Know the product o Present solution Objection Techniques o Feel Felt.Found o If..then..
Introduce Additional Items Socks Insoles Cleaners Laces
Selling Accessories What is a good accessory goal? What is a good sock to shoe ratio? When is the best time to suggest an accessory? How do accessories impact customer service? What is the profitability impact of selling accessories?
Thank the Customer Thank the Customer Invite Back Be Personal
FREQUENT BUYER PROGRAM (FBP) DISCOUNT POLICY OF TAF After the customer purchases 5 pairs of shoes (Footwear Only), the 6 th pair is 50 % off the average of the previous 5 pairs purchased. there s no expiry date This program doesn t cover discounted items or other offers. it builds customer loyalty since you have to purchase 5 pairs prior to discount. 5 4 3 2 1
Answering the Phone Thank you for calling TAF (location), This is (name), how may I help you? Click her for an example
Ensuring the Right Fit To get the right fit with each customer it is imperative that you measure both feet. Years of podiatry research has shown that it is rare for a person to have two feet with exactly the same size, shape, proportions and functional character.
Ensuring the Right Fit Designed in 1927, the Brannock Device is recognized as the measuring standard in the footwear industry. The Brannock Device takes three measurements that are critical for properly fitted footwear.
Ensuring the Right Fit Heel-to-Toe measurement Arch length measurement Width measurement
Ensuring the Right Fit STEP 1 : Properly position the foot Make sure the foot is placed firmly in the heel cup of the corresponding side. Position the ball of the foot so that it almost touches the edge of the slot through which the pointer slides. Measure the foot while standing, the foot spreads out when it supports the weight of the individual.
Ensuring the Right Fit STEP 2 : Measure the Length Determine the heel-to-toe length by looking straight down over the toes to read the appropriate size. Determine the arch length by aligning the sliding pointer with the ball joint of the foot. These two measurements may differ. To ensure the best fit use the largest of the two so the shoe will flex in the correct position on their foot.
Ensuring the Right Fit STEP 3 : Measure the Width Push the sliding width bar to the edge of the foot (firmly but do not squeeze the foot). Using the length you just determined, align that number with the corresponding width. If the shoe size falls between the widths, choose the wider size.
Vendor Technology
Components of the Shoe Nike Air Technology Pressurized air is captured inside a tough yet flexible urethane bag.
Components of the Shoe Nike Free The outsoles feature siping (deep slices) and reverse flex grooves.
Components of the Shoe Nike Lunarlite Foam Lunarlite foam cushioning is 30% lighter than Phylon, Nike's next lightest performance foam.
Components of the Shoe Asics Gel Technology Absorbs the shock forces generated upon impact.
Components of the Shoe Reebok - ZigTech An innovative sole design with more energy return and maximum cushioning.
Components of the Shoe Reebok - RealFlex Lightweight and flexible footwear designed to move with the natural movements of your feet.
Lacing Techniques The way you lace your shoes can help overcome many problems: Heel Slippage Narrow Feet High Arch Wide Forefoot
Heel Slippage Many people have trouble keeping their heel in the heel cup of the shoe. To keep it from slipping, lace your shoes to form a lace lock at the top of the shoe. This will allow you to tie the shoe tightly at the top without narrowing the fit for the rest of the shoe.
Heel Slippage Lace the shoe normally from the bottom using the criss-cross method. When you reach the top, take the lace and insert it in the next hole on the same side creating a loop.
Heel Slippage Criss-cross lace to the opposite side and through the loop. Now when you tie the shoe tighten the lace and the loop at the same time.
Heel Slippage This will create more torque around the heel when you tie the lace and help eliminate the heel from slipping. There is an additional hole located in most running shoes to accommodate for heel slippage.
Narrow Foot If you have a narrow foot, your foot may move around in the shoe causing blistering or other foot problems. There is another lacing technique to help eliminate this type of movement. This will allow you to tie the shoe in a manner that narrows the width in the forefoot.
Narrow Foot Start by lacing the shoe normally through the first hole using the criss-cross method. Now take the lace and insert it into the next hole on the same side creating a loop.
Narrow Foot Criss-cross the lace to the opposite side and insert it into the loop. Continue then to lace the shoe normally using the criss-cross method until you reach the top.
Narrow Foot When you tie the shoe, the loop will pull and create more torque in the forefoot. This will help eliminate any movement due to a narrow foot.
High Arch Some individuals have a higher arch than most and the average athletic shoe is not made to accommodate this type of foot. There is another lacing technique that will help the shoe fit better for a high arch.
High Arch Start by lacing the shoe normally through the first two (2) holes using the criss-cross method. Now take the lace and insert it into the next hole on the same side.
High Arch Continue lacing the shoe to the top using the criss-cross method. This method skips a hole in order to create more space.
High Arch Tie the shoe normally. This creates more volume or space around the arch of the foot. In some cases it may be needed to skip additional holes. This will help compensate and should eliminate the problem with the proper fit.
Wide Forefoot This type of foot can be the hardest to fit at times. Some styles are available in wide widths but may not fit in the heel. The last type of lacing technique creates more space in the forefoot without creating more space in the heel cup.
Wide Forefoot Take the lace from the base of the shoe and skip the first hole and place the lace inside-out on the next hole.
Wide Forefoot Now using the criss-cross method continue lacing the shoe normally to the top.
Wide Forefoot Tie the shoe normally. This creates more volume or space around the forefoot without removing the proper fit in the remainder of the shoe. In some cases it may require skipping an additional hole in some cases.
Loss Prevention
Shrinkage Shrinkage = Missing Merchandise = Missing Dollars Internal Loss = Theft External Loss = Theft Operations Loss = Human Error
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