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Dave Richardson

Sales Truths: Discipline Behind Closed Doors




WHY IT IS TRUE: A salesperson inadvertently leaves an expensive bracelet exposed on a counter pad, a staff member gets into a shouting contest with the customer, or any other violation of store procedure … Your instinct is to attack the problem right up front, your voice raised, your eyes blazing, because a serious infraction has just occurred.

PLAN OF ACTION: Rather than losing control and embarrassing yourself on the sales floor, take the offender into your office, close the door and privately deal with the situation. Ask the individual what happened, why it happened, and discuss in a calm professional manner the disciplinary action, if any, you plan to take. Be firm, but fair and respectful. Everyone makes mistakes, some more serious than others. The manner in which you deal with this situation will impact every individual in your store. — David Richardson

This article originally appeared in the May 2015 edition of INSTORE.

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Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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