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Sales Truths: Sales Pros Help Customers Solve Genuine Challenges

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WHY IT IS TRUE: The only reason anyone buys anything is to resolve a genuine challenge. Whether it is an engagement ring, anniversary, birthday, Valentine’s Day gift or a necklace to accent a new outfit, they have a genuine challenge.

PLAN OF ACTION: Your goal becomes making their life better, less stressful, and more efficient. This will separate you from the masses, and establish you as someone who makes situations better, not worse. Simple questions such as: “How do you plan to propose?” … “What have you surprised her with in the past?” … “Tell me about your new outfit” will get them focusing on the real purpose for visiting your store. Encourage them to talk about their desired “outcomes,” and your sale will close more easily. — David Richardson

This article originally appeared in the September 2016 edition of INSTORE.

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Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

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Dave Richardson

Sales Truths: Sales Pros Help Customers Solve Genuine Challenges

mm

Published

on

WHY IT IS TRUE: The only reason anyone buys anything is to resolve a genuine challenge. Whether it is an engagement ring, anniversary, birthday, Valentine’s Day gift or a necklace to accent a new outfit, they have a genuine challenge.

PLAN OF ACTION: Your goal becomes making their life better, less stressful, and more efficient. This will separate you from the masses, and establish you as someone who makes situations better, not worse. Simple questions such as: “How do you plan to propose?” … “What have you surprised her with in the past?” … “Tell me about your new outfit” will get them focusing on the real purpose for visiting your store. Encourage them to talk about their desired “outcomes,” and your sale will close more easily. — David Richardson

This article originally appeared in the September 2016 edition of INSTORE.

Advertisement

SPONSORED VIDEO

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

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