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Sales Truth: Quality Good, But Not Always a Sale Closer

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Sales Truths: Quality Good, But Not Always a Sale Closer

BY DAVID RICHARDSON

Sales Truth: Quality Good, But Not Always a Sale Closer

Published in the July 2014 issue.

WHY IT IS TRUE: Customers patronize your store because they expect high quality merchandise. If not, why would they come in the first place? A great way to bore your customers is to pontificate on your magnificent quality. You wouldn’t patronize a car dealer who had a reputation of marginal quality. Quality is expected. Without it, you don’t belong in business.

PLAN OF ACTION: Customers come to your store because they are looking for something. They need help. Ask open-ended questions, give great eye contact, and support your responses with quality claims. Magnify their perception of this buying experience, and most of the quality questions will answer themselves.

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Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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Dave Richardson

Sales Truth: Quality Good, But Not Always a Sale Closer

mm

Published

on

Sales Truths: Quality Good, But Not Always a Sale Closer

BY DAVID RICHARDSON

Sales Truth: Quality Good, But Not Always a Sale Closer

Published in the July 2014 issue.

WHY IT IS TRUE: Customers patronize your store because they expect high quality merchandise. If not, why would they come in the first place? A great way to bore your customers is to pontificate on your magnificent quality. You wouldn’t patronize a car dealer who had a reputation of marginal quality. Quality is expected. Without it, you don’t belong in business.

PLAN OF ACTION: Customers come to your store because they are looking for something. They need help. Ask open-ended questions, give great eye contact, and support your responses with quality claims. Magnify their perception of this buying experience, and most of the quality questions will answer themselves.

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

Promoted Headlines

Most Popular