Sales Truths: Value is In the Eye of the Beholder

Published

15 years ago

July 2, 2008

Dave Richardson

WHAY IT’S TRUE
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.

PLAN OF ACTION
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.

Time for More “Me Time”? Time to Call Wilkerson

Rick White, owner of White’s & Co. Jewelry in Rogers, Ark., knew it was time to retire. Since the age of 18, jewelry had been his life. Now it was time to get that “me time” every retailer dreams about. So, he chose Wilkerson to manage his going-out-of-business sale. White says he’d done plenty of sales on his own, but this was different. “Wilkerson has been a very, very good experience. I’ve had the best salespeople in the history of jewelry,” he says. “I recommend Wilkerson because they are really the icon of the jewelry business and going-out-of-business sales. They’ve been doing it for decades. I just think they’re the best.”