She wanted to know how much molybdenum was used in the construction of the knife. “It’s important that I know that,” she said, “along with the amount of carbon, chromium and nickel.”
I was helping out at one of my accounts during a sales event and had gotten cornered by a consumer. I was there to help sell my line of gadgets. I not only didn’t have a knife line to sell, but I didn’t even know that much about this particular manufacturer of knives. I mentally reached back to my buyer days, trying to recall construction details, metal types, as well as features and benefits of various shaped blades. I didn’t have an answer for her so I figured I’d stall for time. “What is it that you are trying to do with a knife?” I asked. “What are you cutting? What are you cooking? Do you have some special prep needs?”
She looked uncertain and replied, “I just need knives for general cutting. You know, like cooking. I heard that molybdenum is important.”
And there you have it: Cooking has gone from preparing nourishing food on a daily basis, to a part time hobby, and finally to the acquisition of food related hardware for no real purpose other than to “have the best.”
I wonder sometimes what our responsibility is in the manufacturing, wholesaling, and retailing of housewares. Many of us in this business are here because of our love for food, its preparation, and all that is connected in sharing food and good times with families and friends. Some of us slowly got dragged into that mindset after being part of the industry for a while. And some of us (though I believe the smallest, probably most delusional group) are in this business for the amazing wealth, power, and fame it generates. Is it our responsibility to tell someone that they don’t need a $200 plus chef’s knife for cutting their peanut butter sandwich in two? Or should we play along and just load them up with whatever they can afford; skills or necessities be damned?
Sales has always been a challenging profession. We walk a thin line that straddles selling what is needed and selling what is wanted. Often those two sides don’t meet. Sales, and its mirrored twin buying, are activities whose final decisions are dictated by emotions as well as concrete needs. The best we sales folk can do is to know our products, freely offer the benefits of a purchase, openly address the negatives should they come up, and generally attempt to help that buyer make a good choice.
And the buyer, whether a retailer or a consumer? Read, learn, educate yourself, listen to other opinions, and don’t hesitate to question your own motives for making a purchase.
