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Sales Truth: Customers Come To Buy, Not To Be Sold

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9 years ago

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Sales Truths: Customers come to buy, not to be sold

Sales Truth: Customers Come To Buy, Not To Be Sold

Published in the September 2014 issue.

WHY IT IS TRUE: You don’t go to car a dealership so they can sell you a car. You go because you want to buy a car. "What will it take to put you in this car today?" "Let me go to my manager and see what he will do." These are a complete turn-offs. Bottom line, when you drive away in the car you don’t have that great warm feeling you deserve.

PLAN OF ACTION: Customers don’t come into your store so you can make a sale. They come in for an anniversary gift … an engagement ring … a gorgeous necklace to wear to a formal event. They are there to buy, not be sold. Customers buy with the twinkling of that magical moment of the presentation or proposal in mind. Take customers to that moment with questions like "How do you plan to propose?" "What have you surprised her with in the past?" or "Tell me about the gown you plan to wear." You won’t need to sell; you’ve just led them to the decision to buy. — Dave Richardson

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Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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Dave Richardson

Sales Truth: Customers Come To Buy, Not To Be Sold

mm

Published

9 years ago

on

Sales Truths: Customers come to buy, not to be sold

Sales Truth: Customers Come To Buy, Not To Be Sold

Published in the September 2014 issue.

WHY IT IS TRUE: You don’t go to car a dealership so they can sell you a car. You go because you want to buy a car. "What will it take to put you in this car today?" "Let me go to my manager and see what he will do." These are a complete turn-offs. Bottom line, when you drive away in the car you don’t have that great warm feeling you deserve.

PLAN OF ACTION: Customers don’t come into your store so you can make a sale. They come in for an anniversary gift … an engagement ring … a gorgeous necklace to wear to a formal event. They are there to buy, not be sold. Customers buy with the twinkling of that magical moment of the presentation or proposal in mind. Take customers to that moment with questions like "How do you plan to propose?" "What have you surprised her with in the past?" or "Tell me about the gown you plan to wear." You won’t need to sell; you’ve just led them to the decision to buy. — Dave Richardson

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Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

Promoted Headlines

Most Popular