Connect with us

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

SPONSORED VIDEO

Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

Promoted Headlines

Most Popular

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

Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

Promoted Headlines

Most Popular