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

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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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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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Dave Richardson

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

mm

Published

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

Advertisement

Advertisement

SPONSORED VIDEO

Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

Promoted Headlines

Most Popular