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David Squires

A Pep Talk: Do You Love Your Customers?

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AS THE HOLIDAY SEASON approaches, let me put on my coach’s whistle for a quick pep talk.

Do you love your customers?

TWEET! That was sad. What are you – a jewelry store, or the Department of Motor Vehicles? I don’t think you love your customers at all. And I bet they don’t think you love them either.

Let’s try again. Do you love your customers?

TWEET! Better. But only a bit. What I’m feeling is the kind of love where you might think for a second before adding “xoxo” to the bottom of a letter you’ve written. What I’m looking for is real love, true love, holding-a-boombox-at-dawn-outside-your-customer’s-bedroom-window-love.1

Like this:

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So give it to us one more time …

DO YOU LOOOOOOVE YOUR CUSTOMERS?

That’s more like it. It sounds like you’re just about ready to offer some seriously extreme service in your store this holiday season. TWEET! Now get out there and just love the whiskers off of everybody who walks through your door.

1 Are we actually recommending that you go full John Cusack outside the bedroom windows of your customers? Naw. We were using the former teen icon as an example more for the intensity of his feeling than the means he used to express it. Though wearing a trenchcoat and holding a boombox in your store’s parking lot to promote your big sale or party isn’t a bad idea!

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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If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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