Sales Truths: A Great Value Deserves a Great Price

Published

15 years ago

October 19, 2009

Dave Richardson

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]

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”