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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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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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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

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular