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Sales Truth

Never Be Afraid to Hop in a Car and Hand-Deliver an Item

You could make a customer for life.

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WHY IT IS TRUE: The resulting gesture will be phenomenal. The customer will be pleased, and will not only become a customer for life, but will tell all of her friends about this generous experience.

PLAN OF ACTION: Follow up with the customer by phone to make sure everything went well, and most importantly, to validate your action in this difficult situation. You now have a customer for life.

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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Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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