IN TODAY’S VIDEO, Gene the Jeweler is kind enough to divulge his techniques for closing a sale.
Unfortunately, the only thing you’ll probably learn from the fictional Gene is how not to do business. Does he ever actually close any sales? With his approach, you have to wonder.
Closing deals in Gene’s store starts with one key concept: “Make them buy.”
To achieve that, he uses methods such as discounting his products and throwing in extra items — such as mountings — or services. He’s even been known to wash a customer’s car now and then.
And his staff members have some, shall we say, interesting techniques of their own.
Watch the video:
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Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration
After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years."
Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations.
The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.
