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Dave Richardson

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




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? 
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. 



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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