Athletes, lead the charge and spark to Nike's energy and fire.
"If you have a body you are an athlete." one might conclude it to
be some sort of sales pitch and/or sales proposal.
In contrast I concluded that its deeper than that, Nike of course
prospected that everyone can benefit from products made with
"Nike Air" but Nike has never felt the need to go off into personal
selling for one individual product. Nike has a devout consumer base that are loyal but open minded, for Nike does not insist for people to only use their products. Through relationship selling being a key component at their retail stores, Nike instead hires associates devoted to providing as much information as possible specific to consumer preferences and needs. Most employees of Nike have an athletic background and because of the relationship that might have started far before their careers started at Nike had such positive feedback they never second guess supporting the cause of Nike. This is where a conversation a seller and buyer might have concerning a specific activity, both familiar with the activity the seller gains an advantage in knowing what benefits a certain product can provide within a particular activity. In the midst of all that can happen during one's shopping experience, Nike is highly skilled in their sales process. So much that it doesn't seem like a sale but a favor or service given or done for a customer after the interaction.
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