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

Published

17 years ago

March 2, 2008

Dave Richardson

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.

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.