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Sales Truths: It is Important to Treat Every Customer Equally

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WHY IT IS TRUE: Being totally honest with yourself, you will probably notice that you cannot treat every customer the same or give the same effort to everyone. This is because we have been wired to focus on the potential dollar amount of the sale, and what the customer can do for us. A well-dressed customer driving a BMW will have everyone’s complete attention when he walks through the door. However, when an elderly man or woman or teenager walks in the door, most of the staff act busy. Some walk away from the customer hoping another staff member will take care of them.

PLAN OF ACTION: Consider making a simple change. Adopt a creative standard to view every customer as a person. Hustle to greet every customer and give them a first rate experience regardless of what they’re looking for or what they buy. Set a goal to impact their life in a meaningful way and add value to their experience. In the long run these people will become not only good customers, they will become your greatest source of referrals. — David Richardson

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

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Dave Richardson

Sales Truths: It is Important to Treat Every Customer Equally

mm

Published

on

WHY IT IS TRUE: Being totally honest with yourself, you will probably notice that you cannot treat every customer the same or give the same effort to everyone. This is because we have been wired to focus on the potential dollar amount of the sale, and what the customer can do for us. A well-dressed customer driving a BMW will have everyone’s complete attention when he walks through the door. However, when an elderly man or woman or teenager walks in the door, most of the staff act busy. Some walk away from the customer hoping another staff member will take care of them.

PLAN OF ACTION: Consider making a simple change. Adopt a creative standard to view every customer as a person. Hustle to greet every customer and give them a first rate experience regardless of what they’re looking for or what they buy. Set a goal to impact their life in a meaningful way and add value to their experience. In the long run these people will become not only good customers, they will become your greatest source of referrals. — David Richardson

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

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular