David Squires

A Pep Talk: Do You Love Your Customers?

Published

12 years ago

November 13, 2012

David Squires

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:

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!

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”