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David Squires

This Parable of a Man, a Boy and a Donkey Is So True for Retailers

Can you handle the truth?

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CAME ACROSS A NICE PARABLE while reading Michael Port’s Book Yourself Solid: The Fastest, Easiest, and Most Reliable System for Getting More Clients Than You Can Handle Even if You Hate Marketing and Selling. It goes like this:

An old man, a boy, and a donkey were heading to town. The boy rode on the donkey and the old man walked beside him. They came across a group of people, and as they passed, could hear them saying to each other that it was a shame the old man was walking and the boy was riding. The man and boy thought perhaps the critics were right, so they changed positions.

Soon after, they passed another group of people who remarked, “What a shame! He makes that little boy walk.” The two decided then that they both would walk.

Before long, they passed another crowd who thought the two were stupid to walk when they had a strong donkey to ride. So they both rode the donkey.

Later, they passed some people who made the man and the boy feel ashamed by saying how terrible it was that they were putting such a load that poor, tired donkey. The boy and man decided that the commenters were probably right, so they decided they would carry the donkey. However, as they carried the donkey across a nearby bridge, they lost their grip on the animal, and he fell into the driver and drowned.

Moral of the story? Don’t try to please everyone. Because if you do, you might as well kiss your ass goodbye.

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David Squires is the Group Editorial Director of SmartWork Media. He believes that the first role of business media is to inspire readers.

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Put Your Trust in Wilkerson

To do business successfully with anyone, you need a certain “comfort level.” That’s something that Phillips Pitts, owner of two Parris Jewelers stores in Hattiesburg, Miss., said he felt immediately when he first talked to Wilkerson’s Rick Hayes. He was just about to launch an anniversary sale. And he chose Wilkerson to handle all the details — from the marketing to the sales floor. “Rick cared what was going to happen to Parris Jewelers,” says Pitts. “Not just during the sale but after the sale.” Would he recommend Wilkerson to other jewelers contemplating a large-scale sale? Absolutely, says Pitts, who says the results “exceeded their expectations.” His trust in Wilkerson has only grown after the numbers came in. “They were interested in me fulfilling and what I need to fulfill to make my company better.”

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