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Dave Richardson

Sales Truths: Know Your Customer To Grow Your Business




Selling used to be about transactions; now it’s about relationships. People come to your store for jewelry, but they come back only if you care. The information that you have in your database about their occupation, family, and hobbies, and their jewelry wish list, will take you a long way in developing and maintaining a strong relationship. 
How many customers do you have in your database, and what do you really know about them? Conduct this exercise with your sales staff. On a sheet of paper, ask people to write the names of your top 50 customers. Then ask them to write something they know about that customer — spouse, hobbies, etc. You will be amazed at how little your people, and perhaps you, really know about the customers who come into your store. Customers don’t care what you know until they know that you care.



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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