Editor’s Note: Trace Shelton: Turn ‘That Type’ Into ‘That Client’

Published

9 years ago

October 27, 2015

Trace Shelton

If they’re in your store, they want to buy, but each requires a different approach

This article originally appeared in the November 2015 edition of INSTORE.

The Just Looker, the Discount Demander, the Frazzled Franny … you’ll see them all over the next several weeks, along with every other stripe of client. And because the holiday selling season is so hectic, it’s easy to fall into bad habits or become impatient and even dismissive with difficult customers. Sometimes, you may hurry your presentation because your sales floor is busy and wind up underselling an Unassuming Millionaire or even a Sullen Scrooge who would have purchased several items for the folks on their Christmas list.

In other words, the time to prepare yourself and your team to deal with every possible customer who may walk through your doors is now.

To that end, we’ve polled our Brain Squad for their experiences with problematic clients and asked the experts how to make the most out of those sales. If you’ve ever wondered how to best deal with the Know It All who brings his Internet printouts with him, or the Desperado who shows up on Christmas Eve asking for that item his wife said she wanted six months ago (but which you sold three weeks ago), you’ll find those answers and more in our lead story.

But don’t just read it: Role-play it. Practice not just the lines but the can-do attitude that inspires and comforts even the most demanding customers. If you put in the time and training now, you’re less likely to become the Sorrowful Salesperson and more apt to transform into the Happy Holiday Hero by Dec. 25!

Wishing you the very best business,

Trace Shelton

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”