Connect with us

Sales Truths : Life is 80% Perception and 20% Reality

mm

Published

on

Sales Truths : Life is 80% Perception and 20% Reality

BY DAVID RICHARDSON

Published in the October 2013 issue.

WHY IT IS TRUE: The reality: A couple married for 40 years comes into the store and announces that they would like to trade in their wedding set on something much “nicer.” After 20 productive minutes they make a selection, make the trade and prepare to walk out of the store. With a smile on your face, you wish them the very best. Hmmm.

PLAN OF ACTION: The reality: The woman just traded in one of the most prized possessions in her life, her wedding set. Yes, they are happy, but could you make them even happier? Consider suggesting that you could create a pendant from the wedding set that would make a beautiful heirloom for one of their children or grandchildren. It would be an heirloom they would treasure forever. Got multiple children or grandchildren? Could be a great opportunity to create multiple heirlooms they would treasure forever. Never — DAVE RICHARDSON

Advertisement

SPONSORED VIDEO

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."

Promoted Headlines

Most Popular

Dave Richardson

Sales Truths : Life is 80% Perception and 20% Reality

mm

Published

on

Sales Truths : Life is 80% Perception and 20% Reality

BY DAVID RICHARDSON

Published in the October 2013 issue.

WHY IT IS TRUE: The reality: A couple married for 40 years comes into the store and announces that they would like to trade in their wedding set on something much “nicer.” After 20 productive minutes they make a selection, make the trade and prepare to walk out of the store. With a smile on your face, you wish them the very best. Hmmm.

PLAN OF ACTION: The reality: The woman just traded in one of the most prized possessions in her life, her wedding set. Yes, they are happy, but could you make them even happier? Consider suggesting that you could create a pendant from the wedding set that would make a beautiful heirloom for one of their children or grandchildren. It would be an heirloom they would treasure forever. Got multiple children or grandchildren? Could be a great opportunity to create multiple heirlooms they would treasure forever. Never — DAVE RICHARDSON

Advertisement

SPONSORED VIDEO

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."

Promoted Headlines

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular