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Being Politically Active on Facebook, and More of Your Questions for January

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Being Politically Active on Facebook, and More of Your Questions for January

I want to celebrate our democracy like everyone else when the new president is sworn in, but my wife wants us to keep a low profile. Is waving the flag on Facebook really such a bad idea?

In this instance, yes, because the election was so divisive. While you may not have too many friends who didn’t vote the same way as you did, more than 60 million Americans don’t share your views. That’s potentially a big slice of your market who think your political preferences are bewildering and possibly threatening to their way of life. We’ve already seen industry figures fighting it out on Facebook, cancelling orders and threatening never to do business again. Politicians seem to have the ability to trade nasty insults and then work together. Customers are rarely so forgiving. When there’s nothing to be gained and much to be lost, the prudent thing to do is resist the urge to share your political opinion on Facebook. Tone down what you say to your staff. Smile and look agreeable to whatever customers may say.


How do you know an online review is sincere?

We’ll assume you’re asking because you suspect a rival is padding their Yelp page, not because you’d ever consider do anything so unethical (and illegal in some states).

Based on Yelp’s own data-driven research, fake reviews often have the following:

  • An overabundance of first-person pronouns or mentions of who the person was with (“my hubby,” “my family”).
  • Strings of empty adjectives extolling the general unadulterated awesomeness of the store.
  • Overly detailed descriptions of product or service features.
  • Terms and phrases that business owners, rather than shoppers, would likely use, such as “their industry-leading prototype bridal display.”
  • And no prior review history.

Bottom line: It’s surprisingly difficult to fake sincerity. 


How do you get a customer whom you helped on his first visit to come back and ask for you? 

Be careful: this is a potentially perilous path you’re walking, says management consultant Kate Peterson, president of Performance Concepts. “Building relationships is essential for all great salespeople — but individuals ‘owning’ customers is a recipe for trouble,” she cautions. “The best people work to build quality connections with clients, while at the same time establishing a firm foundation for the client with the store — letting them know that anyone on the team can and will take great care of them.” The best way to build those relationships is pay careful attention to detail, Peterson says. “Listen, know what’s important to people, and follow up.”

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Are there any business questions that are too stupid to ask?

No.

 


This article originally appeared in the January 2017 edition of INSTORE.

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Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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Being Politically Active on Facebook, and More of Your Questions for January

mm

Published

on

Being Politically Active on Facebook, and More of Your Questions for January

I want to celebrate our democracy like everyone else when the new president is sworn in, but my wife wants us to keep a low profile. Is waving the flag on Facebook really such a bad idea?

In this instance, yes, because the election was so divisive. While you may not have too many friends who didn’t vote the same way as you did, more than 60 million Americans don’t share your views. That’s potentially a big slice of your market who think your political preferences are bewildering and possibly threatening to their way of life. We’ve already seen industry figures fighting it out on Facebook, cancelling orders and threatening never to do business again. Politicians seem to have the ability to trade nasty insults and then work together. Customers are rarely so forgiving. When there’s nothing to be gained and much to be lost, the prudent thing to do is resist the urge to share your political opinion on Facebook. Tone down what you say to your staff. Smile and look agreeable to whatever customers may say.


How do you know an online review is sincere?

We’ll assume you’re asking because you suspect a rival is padding their Yelp page, not because you’d ever consider do anything so unethical (and illegal in some states).

Based on Yelp’s own data-driven research, fake reviews often have the following:

  • An overabundance of first-person pronouns or mentions of who the person was with (“my hubby,” “my family”).
  • Strings of empty adjectives extolling the general unadulterated awesomeness of the store.
  • Overly detailed descriptions of product or service features.
  • Terms and phrases that business owners, rather than shoppers, would likely use, such as “their industry-leading prototype bridal display.”
  • And no prior review history.

Bottom line: It’s surprisingly difficult to fake sincerity. 

Advertisement
How do you get a customer whom you helped on his first visit to come back and ask for you? 

Be careful: this is a potentially perilous path you’re walking, says management consultant Kate Peterson, president of Performance Concepts. “Building relationships is essential for all great salespeople — but individuals ‘owning’ customers is a recipe for trouble,” she cautions. “The best people work to build quality connections with clients, while at the same time establishing a firm foundation for the client with the store — letting them know that anyone on the team can and will take great care of them.” The best way to build those relationships is pay careful attention to detail, Peterson says. “Listen, know what’s important to people, and follow up.”


Are there any business questions that are too stupid to ask?

No.

 


This article originally appeared in the January 2017 edition of INSTORE.

Advertisement

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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