The holidays are coming and it’s time to sell
BREATHE DEEP, everybody. It’s November, and your sleepy little business is about to wake up, screaming.
Anyway, when you’re this busy, all you want is help. And that’s what we’ve got for you with this issue’s lead story ? ?Stages of the Sale?. In this feature, we break down the sales process into the six most commonly-accepted steps, tell you what each stage means, point out potential trouble areas, and offer ideas that can help you get better results every step of the way.
Of course, all you store owners, sales managers, and ?smooth sellers? reading will find plenty of new knowledge here. But we think it will be even more valuable for the less-experienced people on your staff. In fact, we suggest making photocopies for all your junior associates to take home, read, and remember as though it were printed on the inside of their eyeballs. During the upcoming holiday craziness, we’re pretty sure such a ?cheat sheet? will come in handy. Enjoy it. Use it!
In other news, we’re now launching advertising sales for 2006 … and making plans for expanded editorial coverage starting in January. So how can you help? Well, we know we’ve already got the most active readership in the industry ? the manufacturers we meet are constantly telling us how much you rave about Instore. So, all we can say is … keep up the great work, gang! And be sure to keep telling everyone who visits your store about your favorite magazine!
Wishing you the very best business …
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David Squires
Executive Editor And Associate Publisher
(Click here)
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.
