Sales Truths: People Buy to Gain Pleasure… or Overcome Pain

Published

15 years ago

July 2, 2008

Dave Richardson

What we know about how you sell

TRUTH #3

WHY IT’S TRUE: Because it’s the same for every type of product. Is the husband buying jewelry for his wife, or the woman buying herself a diamond bracelet … are they looking for pleasure or trying to overcome pain? Perhaps the guy is in the doghouse and flowers just won’t cut it this time. And maybe the woman has just wrapped up a messy divorce or just got fired from a job.

PLAN OF ACTION: Show that you care. Sympathize with the pain of the guy who says, ?Boy, am I in the doghouse!? You might respond by asking ?How big is that doghouse?? When people know that you understand and care about their pleasure or pain, you’re on your way to closing
a very nice sale.

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.”