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Dave Richardson

Sales Truths: Anything Worth Doing is Worth Doing Poorly




Anything worth doing is worth doing poorly … at first. When you first jumped on a two-wheel bike, did you take off and ride like Lance Armstrong? Or did you wobble erratically, trying to maintain your balance until you finally fell over? ?Quit? was not a part of your vocabulary, so you carefully climbed back on and tried again … and again … until you rode perfectly. 

We are disappointed when new salespeople don’t perform to our expectations. Until they get their balance, expect them to make a few mistakes. As difficult as it may be, let them lose a small sale. Always debrief them by asking two questions:  

1. How did you describe the benefits and features the customer was seeking?  
2. What indications did the customer give you that she might be ready to buy? 

Through encouragement and training, they will begin to ride each sale to its successful conclusion.

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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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