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Dave Richardson

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




Sales Truths: 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



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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