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Dave Richardson

Sales Truths: Value is In the Eye of the Beholder




What’s ugly to one person might be beautiful to another. I see ugly jewelry on a daily basis so I know it’s true; beauty is definitely in the eye of the beholder. Value is also in the eye of the beholder. Remember that when you try to help a man buy an anniversary gift for his wife. 

Instead of saying to the customer looking for an anniversary gift, ?What did you have in mind?? ?What does she like/have?? or ?How much do you want to spend?? look to enhance the customer’s perception of value. The true value exists in the relationship between the customer and his wife, not necessarily in the price of the gift. To a customer seeking an anniversary gift, say something like this: ?What have you surprised her with in the past?? ?What was her reaction?? or ?How did you feel?? Once he tells you about the bracelet he bought her two years ago and how excited she was to receive it, all you need to do is help him replicate that magical moment.



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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