The Art of War in Retail: Distraction (Marketing and Selling)

Chapter 4
Distraction is the art of stalling, even redirecting Opposition as they enter the battlefield, often slowing them down, confusing them, and making them less wary of your advances.

Sale Signs- A great way to distract the Opposition, especially before and just as they enter the battlefield. These are visual aids prepared on the battlefield to move the flow of traffic in a certain direction, they can catch the eye, catch the interest and turn the Opposition’s attention in that direction. In this way, you can also fortify your troops in those locations before the Opposition arrives–because you are expecting their arrival. With knowledge of Terrain and Streams, you will also know where best to place Sale Signs. Many times this can turn a dead-zone into a place which says, “Hey, attack here!”

Sale Shouts- You can also ensure you win a battle by announcing a sale at the right time, depending on the skill-level of the Opposition such a tactic is very useful. Many cannot resist the lure of a sale. One of the best Code-words, or statements is, “This is very popular, we only have a few left, you better get it now, or it will be sold out later!” “I see you looking at these shorts, you should check out these, too, because they’re very popular and they just went on sale!” You give urgency and attention to the products you want, thus moving the flow of traffic. You may even bring one item to show them, like bait, attracting them elsewhere.

Displays and Mannequins- Visual displays are supposed to present the Opposition with a battle-plan which you are prepared for. Perfect outfits encourage the Opposition to attack where you want them to and what you want them to. In this way, you always want to make sure the best Soldiers are presented–troops you have a lot of and have trust they will sell–and when they are defeated and taken away, another Soldier must be ready and worthy of the replacement.

“Have you seen?” Homework- Often, when troops are devastated or their numbers are dwindling, a General must redirect traffic, altering the stream when possible. In this way, a General can take note of which Soldier is being attacked, and other possible troops who can take similar damage–is one cardigan running out, find the next best cardigan, and send the Opposition to battle against it. “Have you seen?” works very well at redirecting traffic. You are the General, and you should know best what Soldiers you have available, and when you should send those Soldiers into battle.

The art of distraction also comes down to noticing what the Opposition is wearing–their style, the colors–and pointing out similar options as a way to expand their wardrobe. Many people enter the battlefield revealing everything about themselves before they even speak–use their information to your advantage.

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Fuck-You-People.

I’m standing at the register, and a man comes up to buy a turtle-neck sweater and a pair of pants. We have a sale–if you buy pair of pants, you get a free thermal shirt. Thermal is a type knit, cloth, material woven with a honeycomb design. The honeycomb design is made to hold in warmth, so even if it feels lightweight, it still provides ample warmth. A thermal is a thermal, and it is definitely not a turtle-neck sweater. A turtle-neck sweater is thick like a sweater, but the neck extends–like a turtle. So I tell him, “The sale is for a thermal shirt.”

He stands, glaring at me, and says, “The guy… he said this counts,” shaking the turtle-neck in my face.
I ask, “Who?” Because I am the only ‘guy’ on the sales floor. I see the customer’s face, a mix of irritation as I revealed his lie. I sure don’t remember some angry man that a turtle-neck is a thermal.
So he takes me to a table jabbing his finger at the sign, “It says right here!”
“Buy a pair of pants, get a thermal… You’re buying a turtle-neck sweater.” (Which also costs twice as much as the thermals, mind you.) I guess since his first lie didn’t work, he’d try to convince me that I’m blind and dumb. I am unmoved by his lack of style-sense or literacy. Also considering he is a gay man, I actually expect him to have better fashion knowledge.
So he whispers loudly, “Fuck you people! I’m not buying anything!” He storms out in a huff, throwing the clothes on the side.

His partner laughs nervously, because obviously, the partner still wants a free thermal to go with the pants he is buying, and the partner can read signs. Too bad they didn’t read the sign together. So the angry, swearing man has to wait outside while his other-half finishes shopping, getting the correct deal and not making himself look like an angry, babbling fool.

Customer Type: Big Baby, The Blind, The Liar