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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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Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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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

SPONSORED VIDEO

Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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