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Dave Richardson

Sales Truths: Position Yourself As An Expert, Then Position Your Store.





When looking for a new car, I went to a dealership with a great reputation. But the salesman didn’t seem to know much about the product. I left and bought a car from a real expert. Your store’s image and reputation encourage prospects who are looking for a piece of jewelry to drop by. The perception is: This is a great store with diamond and jewelry experts. An expert does not immediately drop the four Cs or bore with technical knowledge. 

Greet the customer in your normal friendly manner. Ask the customer questions that encourage her to discuss the reason for being in your store. First position yourself as the expert in the area of her greatest defined need. Then position your store and its benefits to support your expertise and the needs, wants and passions of your customer.



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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