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]
Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration
After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years."
Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations.
The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.
