Dave Richardson

Like the Tires of a Car, One Flat Salesperson Can Ruin the Experience

Make sure every one of your salespeople is ready to roll.

Published

6 years ago

May 21, 2018

Dave Richardson Instore June 2018 Issue

Tip: A Sales Machine Needs Four Good Tires

WHY IT IS TRUE: There are four wheels on a car. If one is flat, the car won’t drive well. It’s the same in your jewelry store. If one team member is flat, the store will quickly need to “fill the spare tire.”

PLAN OF ACTION: Each of your salespeople must “hear it, learn it, internalize it, and practice it,” and then be observed doing it in practice as well as live presentations. There are many remarkable ideas, strategies, and great solutions for developing and closing sales. Work with your team closely. The goal is simply to continually move your excellent business forward with skilled sales professionals who represent you effectively.

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Dave Richardson

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

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”