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Sales Truths: It Takes One To Know One

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WHY IT’S TRUE
A customer leaves having engaged with a staff member but purchased nothing.

 

 

PLAN OF ACTION
To get in touch with the feelings of a customer, ask your sales staff to do this: Visit the one store they absolutely hate (non-restaurant or jewelry) and make note of three factors contributing to that. Visit a store they absolutely love and make note of three specific factors that encourage them to want to return to that store over and over again. Share these results during a store meeting, and then have them in groups of two, slowly walk the interior and exterior of your store carefully noting three customer turn-ons and three turnoffs. All of a sudden, fingerprints on the counter or small pieces of lint on the floor will become magnified, and the appearance of your store will dramatically change.

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It’s Going to Set Us Up Very Nicely for Retirement

You’ve worked hard all your life. And if you’re like most jewelers contemplating retirement, you’re hoping that your going-out-of-business sale will add to your nest egg — with minimal complications. That’s exactly what Doug and Jacki Friedrich, fourth-generation owners of Friedrich Jewelers Inc., of Vernon, Conn., experienced when they selected Wilkerson to run their sale. “Jewelers who are contemplating a sale should go with Wilkerson because of their experience,” says Doug. And with financial goals “exceeding expectations,” the couple can now focus on enjoying the next chapter of their lives. “It’s going to set us up very nicely for retirement,” says Jacki. “The money’s coming in and we have no complaints. It’s been wonderful.”

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Dave Richardson

Sales Truths: It Takes One To Know One

mm

Published

on

WHY IT’S TRUE
A customer leaves having engaged with a staff member but purchased nothing.

 

 

PLAN OF ACTION
To get in touch with the feelings of a customer, ask your sales staff to do this: Visit the one store they absolutely hate (non-restaurant or jewelry) and make note of three factors contributing to that. Visit a store they absolutely love and make note of three specific factors that encourage them to want to return to that store over and over again. Share these results during a store meeting, and then have them in groups of two, slowly walk the interior and exterior of your store carefully noting three customer turn-ons and three turnoffs. All of a sudden, fingerprints on the counter or small pieces of lint on the floor will become magnified, and the appearance of your store will dramatically change.

Advertisement

Advertisement

SPONSORED VIDEO

It’s Going to Set Us Up Very Nicely for Retirement

You’ve worked hard all your life. And if you’re like most jewelers contemplating retirement, you’re hoping that your going-out-of-business sale will add to your nest egg — with minimal complications. That’s exactly what Doug and Jacki Friedrich, fourth-generation owners of Friedrich Jewelers Inc., of Vernon, Conn., experienced when they selected Wilkerson to run their sale. “Jewelers who are contemplating a sale should go with Wilkerson because of their experience,” says Doug. And with financial goals “exceeding expectations,” the couple can now focus on enjoying the next chapter of their lives. “It’s going to set us up very nicely for retirement,” says Jacki. “The money’s coming in and we have no complaints. It’s been wonderful.”

Promoted Headlines

Most Popular