Sales Truths : Company Policy is Typically Written in Terms of The Company, Not the Customer.

Published

11 years ago

March 26, 2014

Dave Richardson

Sales Truths : Company Policy is Typically Written in Terms of The Company, Not the Customer.

BY DAVID RICHARDSON

Published in the April 2014 issue.

WHY IT IS TRUE: Company policies typically tell you what you can’t do for the customer — not what you can do. Company policy and customer service are oxymorons, (direct opposites). Customers never want to hear the word “policy.” The customer doesn’t care about your policy; they want to know what you can do for them.

PLAN OF ACTION:Review your policy with your sales and management team. Address the things you can’t do, and ask why. Now begin to rewrite some of the parts that focus on what you can’t do, and change them to what you can do. Begin with the phrase “in order to be fair to everyone…” and then conduct a serious discussion. Listen to everyone, even the new part-timer. Dismiss nothing without serious discussion. Don’t quit until you have a “customer policy” that is fair and one that works. — DAVE RICHARDSON

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."