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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

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

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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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

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

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular