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Dave Richardson

Here’s a Training Exercise to See How Well Your Team Knows Your Clientele

Here’s the fastest way to see how much your team knows about the customers they serve.

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Knowing Your Customer is Critical

WHY IT IS TRUE: Selling used to be about transaction; now it is about relationships. How many customers are in your database and what do you know about each of them?

PLAN OF ACTION: On a sheet of paper, ask your salespeople to write down the names of your top 50 customers. Ask them to write something they know about that customer, their spouse, hobbies, etc. Train your team based on how well they know your clientele.

Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Wilkerson Testimonials

New York Jeweler Picks Wilkerson for Their GOB Sale

Jan Rose of Rose Jewelers, located in Long Island's famous Hamptons beach district, explains how she chose Wilkerson for her closing sale. Jan's suggestions: reach out to jewelers who have been in similar situations to find out what worked for them, and look for a company with experience in going-out-of-business sales. Once you've done that, the final step is to move ahead and trust the process.

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Dave Richardson

Why Flip Charts Are Superior to Whiteboards

This could be extremely important to your sales performance.

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WHY IT IS TRUE: Many powerful ideas are shared in brief meetings with your sales staff prior to opening the store. Traditionally, these ideas are recorded on an erasable whiteboard in the training room or office. Once erased, the ideas may be lost forever.

PLAN OF ACTION: Invest in a flipchart and marking pens, and use them generously to record sales training conversations, discussions and commitments during your staff meetings. At the conclusion of the meeting, post the valuable information recorded on the chart to prominent locations in your office or training room. Refer to these in future daily meetings, focusing upon ongoing value to your store and your customers.

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Dave Richardson

Why the Doghouse Is Bad for Him, But Good for You

You can help him get out.

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Why is it true? Every man, regarding how hard he tries, is bound to end up in the doghouse at some time in his life. Getting out of the doghouse is critical — that’s why he’s in your store.

Plan of Action: The man says, “Boy, am I in the doghouse!” Rather than providing an immediate solution, ask him the critical question: “How big is that doghouse?” Knowing immediately that you have empathy for his plight, he will say something like, “This is a big doghouse.” Looking him in the eye with genuine understanding, say: “Let me show you what we’ve got to get out of the big doghouse.” Then take out a very nice piece you know she will like. That should close the sale and you will have a customer for life.

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Dave Richardson

Why Attitude Is More Important Than Experience When Hiring

Pick the right attributes and you will score a real winner.

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WHY IT IS TRUE: The key question in hiring a new sales associate is, can this person sell? The second question is, does this person have any jewelry sales experience?

PLAN OF ACTION: Be careful hiring someone with jewelry experience, particularly if that experience comes from different stores over a number of years.

My philosophy has always been this: it is easier to train a good salesperson to sell jewelry than to train someone who knows jewelry how to sell.

Most importantly though, look at the person’s attitude toward selling, enthusiasm for working with customers, and results during their sales career. Chances are you will score a real winner.

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