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

Published

17 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.

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.