Marrakech, Morocco – An Unexpected Lesson in Sales and Customer Service

I am writing this [note: I am now back in Detroit, so “wrote” is probably more appropriate here] while travelling across Morocco via ONCF rail with two rugs from the Beni M’guila tribe, enjoying the pungent smoke of un-filtered Marlboro cigarettes and the sounds of “Ace of Bass” cell phone ringtones. Smoking bans have yet to make it across the Atlantic. For whatever reason, cigarettes smell better over here. Probably the lack of chemicals and toxins. And “Ace of Bass” still appears to be pretty hot, at least in the form of a ring tone.

Back to the point of this blog, no, I did not buy these rugs from the infamous Casbah or Medina, though I made sure to explore each on foot between conference sessions. I had neither the time to appropriately shop nor did I have the means to carry them back 5 kilometers to the hotel. And I’m a little odd in that I don’t like taking cabs. Too constricting for me.

I bought the rugs in the hotel where we were staying, located in the “New Tourist District” of Marrakech. Our hosts contracted with a vendor in downtown Marrakech to set up a “pop up” store of sorts in a hotel conference room. About as sanitary of an experience as you can get.

I walked in the room, browsing for a few small gifts to strategically place in my suitcase. I was greeted with a warm “bonsoir” and asked if I needed assistance. I gave a polite “non, merci”. I was on a schedule: dinner, press conferences, networking – the whole conference gig.

I worked my way over to an extensive collection of Berber rugs. I have a weakness for good rugs and textiles. And I have a lot of space at home that needs to be covered with good rugs. Money for good rugs – another story.

A team of four assistants began sharing insight into the craftsmanship of the rugs. Dye: all vegetable. See this orange: saffron. See the dye quality: fully permeates the wool. See this wool: all sheeps’ wool from sheep raised in the Atlas Mountains. Look, I can hold a flame to it and it doesn’t burn. The rug: it’s Berber. Berbers have made rugs for centuries. The design: specific to the Beni M’guila tribe in the Atlas Mountains. It’s reversible, a side for the winter and a side for the summer. That’s important for us in Morocco. Here is another. Is this too big? Too small?

Within 5 minutes, I knew why any rug they showed was the best in the world for the price. From the quality of the product to the significance of the design and the importance of heritage.

The sales team was aggressive; but not uncomfortably so. Their knowledge of the product conveyed trust, their familiarity was warm, and their pitch was genuine.

I picked out two and left the conversation saying that I need to think about the investment. “Gotta ask the boss, or excuse me “la chef” [my wife]”. “No problem, sir, we’ll place them on hold for you tomorrow”. I trotted across the hotel complex to dinner reflecting on the experience: a pretty darn good pitch.

I returned the next day; the two rugs I selected were neatly folded in the corner. After the customary negotiation, we reached a meeting of the minds as to price. I went to pay with a credit card. Shucks. No credit card machine. And I had to go to an important panel discussion about the importance that clear legal structures in facilitating equitable economic development in the Maghreb.

“No problem”, the owner of the store replied, “we’ll head to our store in the city center to get our machine”.

I return and the machine does not work. “No problem”, the owner of the store replied, “I will drive you to my store and give you a personal tour of Marrakech on the way. I would like to show you my store, anyways, and show you some of our products that we could not bring to the hotel”.

So, I left with him to the store. Learned all about Marrakech, political reforms in Morocco, his thoughts about the Arab spring, his business, discussed cars, Detroit and the like. It was an enjoyable car ride with a good conversationalist. Probably equally as educational as many of the conference sessions.

His store was beautiful; directly across the street from Yves St. Laurent’s mansion and gardens. Prime location. The card machine worked. The rugs were wrapped for transport. “Artisinal wrapping”, the storeowner joked. All jokes aside, there is an art in wrapping a 12’ x 8’ rug into a 2’ x 1’ roll. Next generation packaging experts at work here. He provided good counsel as to how to transport the rugs back to the states, and drove me to the train station. Talk about delivery, making something easy and exceeding expectations.

There are certain transferable lessons here: lessons that can apply to those seeking to sell creative product or services to others – especially to others who are lukewarm to making a substantial investment in creative work. Create a clear, compelling and authentic narrative for your pitch, letting the potential consumer know why you are the best to create a product or deliver a service. Follow up with genuine, honest and professional inquiries about your potential clients’ needs. Manage potential roadblocks with solutions, and be ready to suggest alternate solutions in the event a solution does not work. Exceed expectations with delivery, and reinforce why you are an expert in your field.

Forget the self-proclaimed sales expert Geoffrey Gittomer and his cheesy “sales moves” presentations; time to get this storeowner and his team over to Detroit to share some best practices about pitching, closing and delivery.