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Sales Truths: A Great Value Deserves a Great Price

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WHY IT’S TRUE People walk through the door of your store shopping for a gift for someone or something for themselves. They choose your store rather than the one down the street because of their perception of your image and the great value you offer. Price: certainly it’s important, but not the primary reason they just walked through the door. Many customers believe that in today’s marketplace, they can certainly get you to give them a “better price.”

PLAN OF ACTION Considering a $3,000 anniversary gift, the customer says, “What’s your best price?” Mentally pondering his question for a moment, you say, “My best price is $3,500.” The customer will probably say, “Wait a minute, $3,500! I asked for your best price.” You respond by saying, “$3,500 is my best price … $3,000 is my great price!” You’ve just enhanced the value of the purchase and probably closed the sale.

[span class=note]This story is from the November 2010 edition of INSTORE[/span]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Dave Richardson

Sales Truths: A Great Value Deserves a Great Price

mm

Published

on

WHY IT’S TRUE People walk through the door of your store shopping for a gift for someone or something for themselves. They choose your store rather than the one down the street because of their perception of your image and the great value you offer. Price: certainly it’s important, but not the primary reason they just walked through the door. Many customers believe that in today’s marketplace, they can certainly get you to give them a “better price.”

PLAN OF ACTION Considering a $3,000 anniversary gift, the customer says, “What’s your best price?” Mentally pondering his question for a moment, you say, “My best price is $3,500.” The customer will probably say, “Wait a minute, $3,500! I asked for your best price.” You respond by saying, “$3,500 is my best price … $3,000 is my great price!” You’ve just enhanced the value of the purchase and probably closed the sale.

[span class=note]This story is from the November 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular