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

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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. 
 

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Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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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

Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

Promoted Headlines

Most Popular