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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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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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