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Dave Richardson

Sales Truths: People Do Things For Their Reasons, Not Yours.




Individuals’ motivations may not line up perfectly with yours, but everyone is motivated somehow. Some are motivated to go to the beach or continue their education. Some may even be motivated to grow, learn and excel in your store. 

Motivate by recognizing a task well done. Avoid trite superlatives: ?You’re the greatest,? ?Fantastic? and ?Outstanding.? And saying, ?That was an outstanding job you did of arranging the watches in the case? is overblown and has little or no value.  

Instead, say: ?That was a great job you did of setting up the watch case. I particularly like the way you arranged the watches, straps and bracelets from ascending to descending price point. This should really help our business. Thank you.? 

To make their reasons become your reasons, give them genuine, sincere recognition for jobs and tasks well done.



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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