SWAT
The core sales philosophy at Scheels that focuses on proactively engaging guests, providing consultative expertise, and actively fitting shoes at the bench rather than just grabbing a box.
What is SWAT selling!
This waterproof yet breathable membrane lines trail, walking, and casual footwear to keep exterior moisture out while letting sweat vapor escape.
What is Gore-Tex (GTX)?
A customer is desperate for the Brooks Ghost, but their size is completely sold out. Name one of the two neutral daily trainers you immediately grab off the wall instead.
What is the Nike Pegasus or Asics Gel-Cumulus? (Also accept Saucony Ride or New Balance 880).
You just sold a pair of bright white lifestyle sneakers or suede casual shoes. The essential counter add-on that protects them from dirt, rain, and drink spills before they even step outside.
What is stain and water repellant spray (e.g., Jason Markk / Crep Protect)?
The standard minimum number of shoe boxes an associate should bring out to the bench on the first trip from the backstock.
What is 3 pairs?
The difference in height between a shoe’s heel and its forefoot, typically measured in millimeters, which influences posture and foot strike.
What is heel-to-toe drop (or offset)?
A nurse walks in needing the ultra-thick, marshmallow-plush cushion of the Hoka Bondi, but you don't have it in stock. You pull this maximum-cushioned flagship runner from Brooks.
What is the Brooks Glycerin (or Ghost Max)? (Also accept Asics Gel-Nimbus).
A customer buys a pair of premium road running shoes, but mentions they deal with flat arches and heel fatigue. The key structural upgrade you drop directly into their new shoes.
What are supportive insoles / orthotics
The dead-end greeting associates must avoid when approaching a customer, replaced instead by asking what activity or event they are shopping for.
"Can I help you find something?" (or "Are you doing okay?")
The natural inward rolling motion of the foot as the arch absorbs shock during a normal walking or running stride.
What is pronation?
A customer wants the supportive, overpronation-correcting Brooks Adrenaline GTS, but you are out of their size. This top-tier stability model from Asics is your instant go-to pivot.
What is the Asics Gel-Kayano (or GT-2000)? (Also accept Saucony Guide).
A walker is leaving with heavy-duty waterproof trail or hiking shoes for cold-weather hikes. The natural-fiber sock material you pair with them to keep feet dry, warm, and odor-free.
What is Merino wool
The physical hands-on check on the bench to ensure proper fit before letting the customer stand up and test the shoe.
What is the "Thumb Test" (measuring roughly a thumbnail's width / half-inch from the longest toe to the front)?
A curved midsole geometry featured prominently in brands like Hoka that creates a smooth, rolling "rocker" motion from heel-strike to toe-off.
What is a Rocker (or Meta-Rocker)?
A walker loves the trendy look and forward-roll cushion of the On Cloudmonster, but you don't have their size. This high-stack, rockered daily trainer from Hoka delivers a very similar rolling, max-cushion ride.
What is the Hoka Clifton
A runner or nurse buying maximum-cushioned shoes mentions aching legs and swollen ankles after 12-hour shifts. The circulation-boosting gear you grab from the accessories rack.
What are graduated compression socks
When a customer on the bench says, "I think I'm going to look around a little more," this SWAT technique pinpoints whether the real issue is fit, style, or price.
What is "Isolating the Objection"?
Footwear brands like Altra and Topo design shoes with this specific design feature, which keeps the heel and forefoot at the exact same height off the ground to encourage natural foot mechanics.
What is Zero-Drop (or balanced cushioning)?
A college student loves the casual slip-on vibe of Hey Dude, but you don’t have their size and they complain their feet hurt after walking all day. You pivot and upgrade them to this premium, island-inspired leather/canvas brand with built-in arch support.
What is OluKai.
A half-marathoner buys new race shoes and mentions severe plantar soreness after long runs. The post-run footwear item you introduce for them to slip into the second they get home.
What are recovery slides / recovery sandals (e.g., OOFOS)?