Get Fit Selling

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

Content Outline

• Robert and David Lando opened the 1st TAF store in 1971 in Pittsburgh, Pennsylvania.

• It was the 1st athletic footwear specialty store of its kind in the United States.

• TAF is the world’s 1st 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 1st 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.

History

OUR VISION

The World’s Definitive Expert

on Athletic Footwear

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 MISSION

• We believe our 1st 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.

Our Core Values

Why are

there so

many types

of shoes ?

What

Size ?

What

Type ?

What

Brand ?

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.

Overview

• Feet

– 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

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.

Definition

Gait Cycle Stance Phase

o Contact

o Mid Stance

o Propulsion

Swing Phase

o Initial Swing

o Mid Swing

o Terminal Swing

Gait Cycle

Gait Cycle

Contact

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

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.

Foot Type

Foot Type Flat Foot

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

oAverage/Normal

• Average Arch

oUnder Pronation

• High Arch

oOver 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 ('under-

pronators')

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

Upper

Mesh

o Best for Breathability

o Nylon Knitted for Strength

o Running and Cross-Training

Upper

Leather

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 The extra strip of material placed

inside the shoe that comes in direct

contact with the foot.

o Provides comfort and protection for

the foot

Midsole

o Most Important Component

o Cushioning or Support devices reside

within this portion of the shoe

Types of Midsole

EVA (ethyl vinyl acetate)

Polyurethane

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 EVA – Ethyl Vinyl Acetate

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

Types of Midsole Polyurethane

Outsole Traction & Durability

• Carbon Rubber Sole

• Hard Rubber Sole

• Gum Rubber Sole

Outsole

solid rubber with carbon added

to increase durability

Examples:

Cleats

Hiking

Running

Carbon Rubber Sole

Outsole

Good Traction and Grip

Durability to Withstand Daily

Use

Examples:

Basketball

Cross Trainer

Hard Rubber Sole

Outsole

Most Traction

Soft and flexible

Examples:

Volleyball

Indoor Court Shoe

Gum Rubber Sole

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

o 10%-12% Customers Make

Purchase

o +60% Purchase After Fit Print

o Measure Feet

o Get Shoes

Take to Fit Print / Total Solution

Available in some

stores only

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)

After the customer purchases 5 pairs of shoes (Footwear Only) , the 6th 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.

DISCOUNT POLICY OF TAF

5 4 3 2 1

Click her for an example

Answering the Phone

“ Thank you for

calling TAF (location),

This is (name), how

may I help you?”

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

Nike – Air Technology

Components of the Shoe

Pressurized air is captured inside a

tough yet flexible urethane bag.

Nike – Free

Components of the Shoe

The outsoles feature siping (deep

slices) and reverse flex grooves.

Nike – Lunarlite Foam

Components of the Shoe

Lunarlite foam cushioning is 30%

lighter than Phylon, Nike's next

lightest performance foam.

Asics – Gel Technology

Components of the Shoe

Absorbs the shock

forces generated

upon impact.

Reebok - ZigTech

Components of the Shoe

An innovative sole design with more energy

return and maximum cushioning.

Reebok - RealFlex

Components of the Shoe

Lightweight and flexible footwear designed to

move with the natural movements of your feet.

The way you lace your shoes can

help overcome many problems:

Heel Slippage

Narrow Feet

High Arch

Wide Forefoot

Lacing Techniques

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

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.

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

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.

• 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.

Narrow Foot

• 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.

High Arch

• 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.

Wide Forefoot

Loss Prevention

Shrinkage

Shrinkage = Missing Merchandise = Missing Dollars

• Internal Loss = Theft

• External Loss = Theft

• Operations Loss = Human Error

Thank you !