I recently found myself in a major sporting goods store in the hunt for new golf clubs. As I surveyed the merchandise, an employee asked if I needed any help. I responded that I did, saying I would like to demo a driver that was on display in addition to purchasing other clubs. I was told that someone was in the demo area, and when the individual finished, I could go demo the club. After waiting for 10 minutes, I wondered over and noticed that the individual was not trying out golf clubs. Instead, he was simply hitting balls in his bare feet. After waiting another 5 minutes and getting no acknowledgement, I noticed the salesperson coming over to the demo area and thought, “Ok, he’s going to ask him to allow me to hit.” As I observed I noticed that the salesperson knew the man hitting balls, and in fact, introduced him to another person all the while he proceeded to hit balls. After witnessing this, I had two options: 1, go up and ask to use the demo area again; or 2, leave and go buy from another merchant. I chose the latter as I could not reward stupidity.– After thinking about my experience, I thought about my past and present experiences with companies. Are we ignoring customers because we have unengaged employees? Are we ignoring customers because we are not aware of what they need/want? At Sumus we do a deep dive with your operational and sales team to really understand how you approach and treat customers. In my case, the store lost a $1,000 sale. In your case, you may be losing $1,000,000 or more in sales. Sometimes the answer isn’t to hire more salespeople. The answer lies in your approach and your ability to engage and close.