WHY IT IS TRUE: Customers have a wealth of choices. It’s not necessarily what you know, or how much you know, but rather who you are and how much you really care. And there is always another store just around the corner where caring people will find solutions for busy customers.

PLAN OF ACTION: Rather than pontificating about your valuable thoughts and ideas in a weekly sales meeting, challenge people to understand what good first impressions really mean. As they patronize their favorite business, have them consciously notice the impression that the establishment as well as the staff makes upon them. Challenge them to be prepared to share their specific observations at the staff meeting next week. Ask questions, probe responses, get people to genuinely understand how first impressions impact sales.


This article originally appeared in the October 2015 edition of INSTORE.


 
JEWELER SUCCESS STORIES

Two-Time Winner

When it was time to close its doors, Cranstoun Court Jewellers of Sun City, Arizona chose Wilkerson to handle its liquidation sale. For all involved, the sale “far exceeded expectations.” But it wasn’t the first time Wilkerson helped sell off the store’s aging merchandise. They were there 13 years before, when ownership changed hands. See how Wilkerson can help you when it’s time to liquidate or sell off aging inventory.

 


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