Sales Truths : Beware the Cellular Sales Killer
BY DAVID RICHARDSON
Published in the January 2012 issue.
SALES TRUTH: The cellphone is a wonderful technology … but is it really? Now you can make or receive a telephone call virtually anywhere, anytime, to or from anyone. Almost everyone has a cellphone — but how do you react when a cellphone call interrupts your sales presentation? Your actions could mean the difference between closing or losing the sale.
WHY IT’S TRUE: When a customer’s cellphone rings during the sale, you know they’re going to answer it. The call may cause the customer to lose focus on the sale, but you must use this time to help him or her regroup. Think about where you are in the sale, what you want to say when the call is completed, and how you can continue to move toward the close. If used properly, you can make this interruption work to your advantage.
YOUR CELLPHONE: As a salesperson, you should never have your cellphone on, with perhaps the single exception of when a close family member is ill and you are waiting for a medical report. If your cellphone rings, and you answer it, you can kiss the sale good-bye. If your cellphone vibrates and you look at it to identify the caller, you will probably lose the sale. The cellphone of a salesperson must be in the silent, non-vibrate mode when he or she is anywhere in the store. – DAVE RICHARDSON
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
