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Dave Richardson

How Benjamin Franklin’s Strategy Could Help You Close More Sales

It involves looking at benefits versus concerns.

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WHY IT IS TRUE: Benjamin Franklin used a similar decision-making technique. Taking a sheet of paper, he would draw a vertical line down the center of the page and a horizontal line across the top of the page. Next he would put a plus sign on the left and the minus sign on the right. He would then write down the facts that were favorable to his decision, as well as those that were unfavorable. Adding them up, he was able to place the project in focus and thus make his decision.

PLAN OF ACTION:You might say something like this to the customer: “We spent some excellent time discussing many aspects of this necklace. Let me take a sheet of paper and draw a line down the center. List everything on the left side that represents what you really like about the necklace, and on the right side list any concerns you might have.”

Notice I didn’t say things you like versus the things you don’t like. The word “concern” is much softer and will enable the customer to focus more effectively on the positive aspects of the necklace.

As they write down all the favorable aspects, be sure to call attention to some of the aspects that have been acknowledged as favorable as you were discussing the necklace.
And you might say something like, “That’s a pretty good list, don’t you agree? Now let me ask you about some of your concerns.” Most of the time, you won’t even get to this point because the customer is able to see in writing the features and benefits of this item.

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.

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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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