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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 | 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: 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 | 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

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