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Sales Truths: Once A Dog … Always A Dog.

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WHY IT’S TRUE
When does a piece of fine jewelry which looked very appealing in a vendor’s display at a jewelry show become a dog in a case in your store?

At the moment that two salespeople have attempted to sell this piece five or six times with no visible interest from the customer. It’s a “dog” and no one is going to ever show it again.

PLAN OF ACTION

Once you announce a spiff or extra commission on a “dog” it is amazing how interesting this puppy starts to look.

Place these items that have been in your inventory for over 12 months in a special showcase identified as “Old Friends.” Throw an extra 10, 15, 20 percent or more commission on the pieces with the single objective of getting them out of your store as soon as possible.

And they will be dogs no more.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Dave Richardson

Sales Truths: Once A Dog … Always A Dog.

mm

Published

on

WHY IT’S TRUE
When does a piece of fine jewelry which looked very appealing in a vendor’s display at a jewelry show become a dog in a case in your store?

At the moment that two salespeople have attempted to sell this piece five or six times with no visible interest from the customer. It’s a “dog” and no one is going to ever show it again.

PLAN OF ACTION

Once you announce a spiff or extra commission on a “dog” it is amazing how interesting this puppy starts to look.

Place these items that have been in your inventory for over 12 months in a special showcase identified as “Old Friends.” Throw an extra 10, 15, 20 percent or more commission on the pieces with the single objective of getting them out of your store as soon as possible.

Advertisement

And they will be dogs no more.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular