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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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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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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

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

Promoted Headlines

Most Popular