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Paco’s Tips: Master the Visuals

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It may be hard to believe, but one of the best monologues about the art of selling that Paco Underhill has ever heard came from a very unexpected place: a pushcart vendor in Istanbul.

In a blog post for the Smithsonian Photograph Initiative, Paco Underhill says that one of the best monologues he has heard about the art of selling came from a pushcart vendor of vegetables in Istanbul. “For him, there was a logic and a set of visual strategies that determined what got placed next to what — the color contrast between eggplants and carrots, how the sun shone on his street corner, and the dramatic way he flipped open bags with a snap and a flourish to attract the next shopper.”

That vendor had discovered the keys to successful merchandising: careful product selection, display, lighting, marketing and performance all coming together to create the perfect buying moment.

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Paco’s Tips: Master the Visuals

mm

Published

on

It may be hard to believe, but one of the best monologues about the art of selling that Paco Underhill has ever heard came from a very unexpected place: a pushcart vendor in Istanbul.

In a blog post for the Smithsonian Photograph Initiative, Paco Underhill says that one of the best monologues he has heard about the art of selling came from a pushcart vendor of vegetables in Istanbul. “For him, there was a logic and a set of visual strategies that determined what got placed next to what — the color contrast between eggplants and carrots, how the sun shone on his street corner, and the dramatic way he flipped open bags with a snap and a flourish to attract the next shopper.”

That vendor had discovered the keys to successful merchandising: careful product selection, display, lighting, marketing and performance all coming together to create the perfect buying moment.

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular