Embrace Weakness

Published

15 years ago

October 12, 2008

It’s your shortcomings that make you real.

There comes a time in life when it makes more sense to embrace your weaknesses than to hide or correct them. (I’m thinking it happens about the time you turn 40.) You are a certain type of person. And your store is a certain type of store. Ask yourself now — does your store let you be you? If not, it might be time to make some changes — perhaps to your store, or perhaps just to your role within it.

You might be a person who loves to tell stupid jokes. Certainly a weakness. Instead, turn it into a strength by making a series of commercials where you tell awful knock-knock jokes. Then tell an even dumber one to each person who enters your store. (Before turning them over to a more typical salesperson.)

You might be a person who tends to be way too technical when explaining gemstones to customers. Weakness, right? Instead, make it a strength by promoting yourself as your town’s “ultimate gemstone nerd” and building a by-appointment business for customers who want to know everything about the purchase they are considering.

You might be a person who loves hideous fashion jewelry from the ’70s. Most people not named Florence Henderson would consider that a weakness. Flip it by creating a little museum of the era in a corner of your store — fill it with Partridge Family lunchboxes, print dresses in Day-Glo colors, corduroy bell-bottoms, and your jewelry collection.

It’s all about authenticity. Embrace your weaknesses. For it is your weaknesses that make you real.

Wishing you the very best business …
DAVID SQUIRES
dsquires@instoremag.com

Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”