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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 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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A Packed Store Like the Day Before Christmas? Wilkerson Makes It Happen

Deb Schulman says once she and her husband, Ron, decided to retire, she could feel “the stress start to leave.” The owners of B. Alsohns Jewelers in Palm Desert, California, the Schulmans had heard about Wilkerson over the years and contacted them when the time was right. Wilkerson provided the personalized service, experience and manpower it took to organize their GOB sale. “We are so impressed with the way Wilkerson performed for us,” says Ron Schulman, “I’d send high accolades to anyone who was interested.”

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Dave Richardson

Afraid to Discipline an Employee? Don’t Be

Your other employees will be encouraged when it’s deserved.

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Sales Truth: Taking action against one employee does not lower the morale in others.

WHY IT IS TRUE:Your sales manual clearly defines the standards of performance required in your store.

PLAN OF ACTION:From the day people are hired, they should understand what your standards of performance are in your store. They are very simple; you have performed by them for your entire career. Those whose performance falls well below those expectations should be called for a one-on-one, closed door meeting with you. The other employees in your store will be encouraged to by your actions, and will continue to perform at levels within your expectations.

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Dave Richardson

Why Getting a Client to Talk About Themselves Can Help You Close the Sale

It proves you care.

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WHY IT IS TRUE: The more you get them to talk about themselves, the higher your closing ratio will be.

PLAN OF ACTION: Ask them questions about how they met, what some of their plans for the future are, etc. Just the fact that you are interested in them, and how they met, will go a long way to helping you close the sale.

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Dave Richardson

Here’s Why Having a Mirror on Your Counter Is So Critical

It’s not just vanity.

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WHY IT IS TRUE: This gives her an opportunity to immediately see how the beautiful piece of jewelry looks on her.

PLAN OF ACTION: Take this opportunity to observe her reaction, ask open-ended questions to reveal her feelings, and move for the close accordingly.

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