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

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WHY IT’S TRUE

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. 

PLAN OF ACTION
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.

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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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Dave Richardson

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

mm

Published

on

WHY IT’S TRUE

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. 

PLAN OF ACTION
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.

Advertisement

SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

Promoted Headlines

Most Popular