Outside Business Journal

Want to sell more wool? Excel with these tips from Farm to Feet

Want to accelerate wool sock sales in your shop? Farm to Feet’s David Petri, VP of Marketing, has a few ideas to help.

Farm to Feet

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Socks are an integral part of any footwear system and as good and comfortable as a new pair of boots may be, if they are paired with a poor sock blisters, hot spots, and other painful afflictions can quickly ruin a day outdoors.

“A sock can make all the difference in a customer’s footwear experience,” says David Petri, VP of Marketing at Farm to Feet. “With a little extra attention your customers will learn to appreciate a great wool sock and your sales will reflect it.”

Petri shared a few tips to help get more of your customers into wool socks.

Tell me about those socks.

Insert the sock conversation early on in the footwear conversation. When a customer is trying on new footwear, look at the condition and style of their current socks. Take note of wear areas, the material, and style of their socks. Ask them if this is the type of sock they plan to wear with their new footwear.

Socks are like a fine wine.

Farm to Feet socks at outdoor gear shop
Socks are like fine wine: You need to pair them with the right boot. (Photo: Farm to Feet)

You want to pair the perfect sock with your customer’s footwear, the type of activities they will be doing, and their sock preferences, just as you would wine with a meal. When selecting a sock ask about how much cushioning they like, their level of intensity, and the height they prefer.

Plating, it’s not just for dinner.

Plating yarns give socks their structure and are generally composed of nylon and elastics. Traditional hiking socks have the plaiting on the exterior providing added durability, but the construction limits the sock’s design. Socks with intricate and colorful designs are generally sandwich plated with wool on the interior and exterior and the nylon and elastics in the middle. Both have their merits. Just as your customer prefers how their steak is cooked, they will likely have a preference here too.

It’s not the size that matters.

While socks are sized like shoes, their fit is actually based on volume. Someone with a wider foot may need a larger sock, while someone with a narrower foot may need a smaller size, especially if their shoe size is near the outer edges of a sock’s size range.

Check under the hood.

Turning a sock inside out is great way to show the difference between socks. The inside of a good quality sock should be very clean with few longer “clipped ends”. You should be able to easily see and point out the technical features of the sock.

You had me at seamless toe.

Farm to Feet seamless toe wool socks
Farm to Feet’s seamless toe wool socks provide endless comfort. (Photo: Farm to Feet)

Point out the sock’s various technical features including seamless toe closure, targeted reinforced zones and compression. Also be sure to mentions wool’s natural technical characteristics including moisture management and odor control. Most customers take a sock for a sock, and by pointing out these elements the customer will see the benefits and value of a wool sock.

Proof is in the footing.

Just like test driving a car or walking around in a pair of new shoes, getting a customer to try on a pair of socks with their new footwear will help seal the deal. New socks always feel great and this wont’ only help sell the socks, but will help sell the shoes.

Once your customers experience the comfort and performance of wool socks, they’ll be wool sock users and customers for life.

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