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Dave Richardson

Sales Truth: Sell, Don’t Just Show, On Your Website

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WHY IT IS TRUE: You show all these beautiful pieces on your website. Visitors quickly scan the selections, compare them to others they have seen elsewhere, and move on.

PLAN OF ACTION: Not only do you want them to spend time on your website and Facebook page, but you also hope they will forward your page to others. To do this, engage them in a different way. In your files you have a wealth of stories about how men created romantic moments. Condense these stories and put a new one on your website each week. Do a little selective editing, and now you will encourage visitors to read the stories. People who receive your weekly emails will be inspired to forward them to their friends. Connect your story with the need they may have, and you will have just taken the first step in the sales process. — D A V I D    W .    R I C H A R D S O N

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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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