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

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Published

17 years ago

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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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Trust and Partnership: How Windsor Jewelers Transformed Inventory Into Opportunity

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Dave Richardson

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

mm

Published

17 years ago

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.

Related Topics:

click to Comment(Comment)
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Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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