Sales Truths: Business Cards Are Used, Abused.

Published

17 years ago

July 2, 2008

Dave Richardson

WHY IT’S TRUE
Business cards are often given to the customer who needs to ?think it over.? Not only is this card given freely to the customer, but on the back of the card the salesperson writes the specifics of the item. Armed with this information, the customer is prepared to seek the best deal from a competitor.

PLAN OF ACTION
Ever have a customer with a fistful of cards with details written on the back by a salesperson? Great! Now you know where the customer has been, what he’s looking for and what you need to do to close.

Use your own business card as a marketing tool. Every day, place three cards in your pocket or purse and hand them out everywhere you go. That’s 1,000 cards a year inviting people to your store for their next jewelry purchase. Use your business cards to bring customers to your store, not seal sales for your competitors.

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."