Connect with us

Sales Truths: You Can’t Judge A Book By Its Cover.

mm

Published

on

WHY IT'S TRUE 
How many times have you bought a book with a colorful cover and a snappy title, only to find it to be a dull read? Or a plain-Jane book so exciting you can't put it down? How many times have you erroneously prejudged a customer wearing a T-shirt, shorts and flip-flops who reaches into his pocket and pulls out a wad of cash to pay for an expensive diamond ring? Or the guy decked out in a suit who can't even qualify for credit? 
 
PLAN OF ACTION 
The Declaration of Independence states: “all men are created equal.” Extend that to your store and resist the tendency to prejudge customers. Approach the next customer who appears to look out of character and show him your most expensive piece. Upon closing a sale, judge not that the customer has spent enough, but go for the add-on sale. And don't be surprised when he buys. Quit prejudging people and watch your sales soar. 
 

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular

Dave Richardson

Sales Truths: You Can’t Judge A Book By Its Cover.

mm

Published

on

WHY IT'S TRUE 
How many times have you bought a book with a colorful cover and a snappy title, only to find it to be a dull read? Or a plain-Jane book so exciting you can't put it down? How many times have you erroneously prejudged a customer wearing a T-shirt, shorts and flip-flops who reaches into his pocket and pulls out a wad of cash to pay for an expensive diamond ring? Or the guy decked out in a suit who can't even qualify for credit? 
 
PLAN OF ACTION 
The Declaration of Independence states: “all men are created equal.” Extend that to your store and resist the tendency to prejudge customers. Approach the next customer who appears to look out of character and show him your most expensive piece. Upon closing a sale, judge not that the customer has spent enough, but go for the add-on sale. And don't be surprised when he buys. Quit prejudging people and watch your sales soar. 
 

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular