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Sales Truths: Professionals Anticipate, Then Act

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13 years ago

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WHY IT’S TRUE Hockey great Wayne Gretzky once said that he never follows the puck. Instead, he acknowledges that he skates to where he knows the puck is going to be.

PLAN OF ACTION Sales professionals must do the same by taking a hard look at customers, figuring out what their real needs are going to be — and then positioning themselves “there.” If you are constantly responding to events rather than anticipating them, you’re going to be late. To the guy who announces that he is looking for an engagement ring, ask him, “How do you plan to propose?” Here’s a guy who’s prepared to negotiate the price, and you have just disarmed him by focusing upon the real value of his investment. By taking him to that special moment, where he is going to be, you’ve changed the whole dynamic of the sale.

[span class=note]This story is from the June 2011 edition of INSTORE[/span]

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When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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Dave Richardson

Sales Truths: Professionals Anticipate, Then Act

mm

Published

13 years ago

on

WHY IT’S TRUE Hockey great Wayne Gretzky once said that he never follows the puck. Instead, he acknowledges that he skates to where he knows the puck is going to be.

PLAN OF ACTION Sales professionals must do the same by taking a hard look at customers, figuring out what their real needs are going to be — and then positioning themselves “there.” If you are constantly responding to events rather than anticipating them, you’re going to be late. To the guy who announces that he is looking for an engagement ring, ask him, “How do you plan to propose?” Here’s a guy who’s prepared to negotiate the price, and you have just disarmed him by focusing upon the real value of his investment. By taking him to that special moment, where he is going to be, you’ve changed the whole dynamic of the sale.

[span class=note]This story is from the June 2011 edition of INSTORE[/span]

Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

Promoted Headlines

Most Popular