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Sales Truths: If You Never Fail, You Never Learn.

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WHY IT’S TRUE: When a Chrysler employee made an error that cost the company $1 million, he tried to resign. Lee Iacocca would not accept the resignation, saying: “ You can’t resign! I just spent $1 million training you.”

PLAN OF ACTION: Relying on the same old ways might feel comfortable, but it’s a sure path toward stagnation. While risk-taking is good, recklessness is not. Before you dive into a new idea, check it for reasonableness. Run new creative ideas by people who have your best interests in mind, your staff, other close non-competing jewelry store owners whose opinions you value, and maybe even a customer or two. Regardless of whether you succeed or not, you’ll be wiser and richer in experience. — DAVE RICHARDSON, JEWELRY SALES TRAINING

[span class=note]This story is from the May 2011 edition of INSTORE[/span]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Dave Richardson

Sales Truths: If You Never Fail, You Never Learn.

mm

Published

on

WHY IT’S TRUE: When a Chrysler employee made an error that cost the company $1 million, he tried to resign. Lee Iacocca would not accept the resignation, saying: “ You can’t resign! I just spent $1 million training you.”

PLAN OF ACTION: Relying on the same old ways might feel comfortable, but it’s a sure path toward stagnation. While risk-taking is good, recklessness is not. Before you dive into a new idea, check it for reasonableness. Run new creative ideas by people who have your best interests in mind, your staff, other close non-competing jewelry store owners whose opinions you value, and maybe even a customer or two. Regardless of whether you succeed or not, you’ll be wiser and richer in experience. — DAVE RICHARDSON, JEWELRY SALES TRAINING

[span class=note]This story is from the May 2011 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular