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Sales Truths: Men Hoard Points to Overcome Unexpected Challenges

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WHY IT’S TRUE Whether it’s football, basketball, baseball, or any sport for that matter, it’s all about points. Whether it is points scored, the point spread, or just getting strokes on the golf course, men are inherently focused on points. Men believe they can build points to avoid or even escape the proverbial doghouse.

PLAN OF ACTION The guy who stayed way too long playing cards with his buddies at the golf course is now seriously in the doghouse and needs a nice gift to extricate himself. He knows from experience the look he’s going to get at home when he walks through the door but is convinced that he can immediately build some points with a nice piece of jewelry. When he explains the situation, you might respond with a twinkle in your eye by saying, “Sounds like you need to build some points, and fast.” Now he knows that you understand. He may not buy the most expensive piece in the store, but he’s almost sure to buy something.

[span class=note]This story is from the October 2010 edition of INSTORE[/span]

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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: Men Hoard Points to Overcome Unexpected Challenges

mm

Published

on

WHY IT’S TRUE Whether it’s football, basketball, baseball, or any sport for that matter, it’s all about points. Whether it is points scored, the point spread, or just getting strokes on the golf course, men are inherently focused on points. Men believe they can build points to avoid or even escape the proverbial doghouse.

PLAN OF ACTION The guy who stayed way too long playing cards with his buddies at the golf course is now seriously in the doghouse and needs a nice gift to extricate himself. He knows from experience the look he’s going to get at home when he walks through the door but is convinced that he can immediately build some points with a nice piece of jewelry. When he explains the situation, you might respond with a twinkle in your eye by saying, “Sounds like you need to build some points, and fast.” Now he knows that you understand. He may not buy the most expensive piece in the store, but he’s almost sure to buy something.

[span class=note]This story is from the October 2010 edition of INSTORE[/span]

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.

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