The Golden Rule of Sales: Lessons from JCPenney Legend Sonny Lee
In an era of automated checkouts and aggressive credit card pitches, it’s easy to feel like the "art" of sales has been replaced by an algorithm. But if you talk to Sonny Lee, a veteran of the legendary suit department at JCPenney, he’ll tell you that the secret to success isn't in a data point—it's in the way you treat the person standing in front of you.
Through years of navigating shifts in retail and fashion, Sonny Lee built a reputation that brought customers back decade after decade. Here are his "words of wisdom" for anyone looking to master the human side of business.
1. Be a Student of Your Craft
Sonny didn’t just sell suits; he understood them. He credits his foundation to JCPenney’s seminars, which taught him the business "from A to Z".
The Lesson: You cannot help a customer if you don't know your product. Understanding different body types and styles allowed Sonny to guide customers who felt lost, turning a stressful purchase into a confident one.
2. The Power of Radical Positivity
One of the biggest hurdles in sales is dealing with a "negative" customer. Sonny’s approach was simple: Stay positive.
The Lesson: You never know what kind of day a customer had before they walked through your doors. By maintaining a friendly, helpful attitude regardless of their mood, you can flip the script. Positivity is "50% of the battle". If you build a positive rapport, you’re halfway home.
3. Treat Every Customer Like They’re the Only Customer
Sonny believes in spending real time with people. He didn't just hand over a jacket; he stayed to help pick the tie, the shirt, and the perfect coordination for the specific affair the customer was attending.
The Lesson: When you invest time in a person, they notice. That extra five minutes of help is what turns a one-time buyer into a lifelong client who refers their friends and family to you by name.
4. Remember the "Golden Rule"
Sonny points back to the vision of James Cash Penny himself, who founded the company in 1902 on a radical idea: Equality for everyone. In a time when different groups were charged different prices, JCPenney charged one fair price for all.
The Lesson: Treat everyone the same, no matter who they are. In Sonny’s words, "Treat everybody the way you want to be treated".
5. Adapt, but Don't Lose Your Soul
Retail has changed. From the rise of "Casual Fridays" to the push for credit card sign-ups, the industry is more "goal-driven" than "people-driven" today. Sonny acknowledges that you have to re-evaluate your position as the market shifts, but warns against treating people like numbers.
The Lesson: Even if management is focused on the "goal," the salesperson should remain focused on the service.
"If you can build up a positive rapport with the clients... that's half the battle." — Sonny Lee
This blog was completed with the assistance of Google Gemini, but the content was created by Joseph Evaldi with his interview with Sonny Lee as apart The Joseph Evaldi Podcast in 2015. Now this show is rereleased for The Early Years of The Joseph Evaldi Podcast on Spotify.
Comments
Post a Comment