Sales Truths : It’s all in the eyebrows

Published

11 years ago

May 27, 2013

Dave Richardson

Sales Truths : It’s all in the eyebrows

BY DAVID RICHARDSON

Published in the June 2013 issue.

WHY IT IS TRUE: If your customers or your staff don’t get it, they won’t want it. And if they don’t get it or want it, you won’t get what you want — their attention, respect, performance, money, or the sale. It’s all in the eyebrows … if they don’t move, you are not reaching them, and they are probably not interested. On the other hand, if their eyebrows go up, that means you are getting through. Great! If their eyebrows however, furrow or knit, then you are somehow missing the point.

PLAN OF ACTION: Check it out. Lift your eyebrows, you are very interested. Furrow your eyebrows, you are possibly interested but need more information. Now test it out: watch your sales staff as they make a presentation. Where are the customers’ eyebrows? Up, furrowed or not moving at all? Right away, you get a clear indication as to where this sale might be going. Check out the eyebrows on your staff when you are conducting a sales meeting. Good salespeople, eyebrows are up, or furrowed if you are not getting through. Mediocre salespeople, eyebrows are not moving all. Hmmm. This is a great technique for validating your success and the success of your business. — DAVE RICHARDSON

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”