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Dave Richardson

Sales Truths: It is Important to Treat Every Customer Equally




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.



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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