What Are You Really Selling? Part 1

“It’s Just a Cookie… Until It’s Not”

The first time I walked into a Crumbl Cookie shop, I wasn’t expecting to learn anything about branding—or closet design, for that matter. I just wanted a cookie. But as soon as I stepped through the door, I knew I was in for more than just a sugar fix.

The place was immaculate. Bright lights. Shiny counters. A white-and-pink vibe that said, we are taking cookies very seriously here. Behind the glass, a cookie assembly line buzzed with motion. The air smelled like butter, vanilla, and childhood birthday parties.

And then came the moment.

The employee behind the counter gently opened the pink box, presented my warm cookie to me, looked me straight in the eye, and asked:

“Does this look perfect to you?”

I paused. Yes. Yes it did. That cookie was $5. And I didn’t even blink.

Cookie. Confidence. Conversion.

I walked out of Crumbl that day not just with a treat—but with an impression.

That cookie didn’t cost $5 because it was worth $5.

It cost $5 because it felt worth $5.

The presentation, the cleanliness, the confidence of the person handing it to me—all of it told my brain:

“This is premium. This is special. You’re worth it.”

It was a small luxury. And I gladly paid for it.

But Then…

The next time I went? Different experience.

Same product, different person. No eye contact. No “Does this look perfect to you?” Just a quick, transactional box-close and a “have a good one.”

And suddenly… the $5 cookie didn’t feel like a treat anymore. It felt like a fast food drive-thru. Still delicious—but missing the magic.

So what changed?

The presentation.

Closets, Crumbl, and Client Psychology

Let’s talk about how this relates to closets.

The client walks into your showroom—or you walk into their home—and you’re essentially saying, “This is a treat. This is something worth investing in.” But here’s the kicker:

The way you present your company is what tells them whether your offering is worth the price.

And I don’t just mean your outfit or your mood (though those matter). I mean:

• Is your showroom clean, styled, and branded?

• Are your samples easy to handle and visually pleasing?

• Does your team make eye contact, speak clearly, and smile?

• Do you pause and ask if the design or finish “looks perfect to them?”

Or are you closing the proverbial cookie box too fast and rushing the sale?

Consistency 

Is the Brand

That first Crumbl employee? Either extremely well-trained—or naturally aligned with the brand.

The second one? Not so much.

The cookie didn’t change.

But the experience did.

And that made all the difference in perceived value.

Same goes for your company.

If one designer walks in wearing a sleek branded polo and uses branded presentation tools, and the next shows up with wrinkled papers and forgotten samples… you’re creating inconsistency. And inconsistency erodes trust.

What Closet Companies Can Learn from a Cookie Shop

Here’s the truth: People aren’t buying the closet. They’re buying the feeling the closet gives them. The identity it affirms. The peace it promises. The pride they’ll feel showing it to guests.

That feeling starts long before the install.

It begins with how your brand shows up.

So ask yourself:

• Do we have clear SOPs for how we greet clients?

• Do we train our designers in showroom behavior and proposal language?

• Is every part of our presentation telling the same story?

• Does our price feel justified?

Closing Thought

You can have the best product in town. The sturdiest melamine. The smartest layout. The most talented team.

But if your client feels like you’re just tossing it in a box and saying “here,” you’ll miss the mark.

Because it’s never just a cookie.

And it’s never just a closet.

It’s an experience.

And the companies who win are the ones who treat it that way—every single time.