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Dave Richardson

Sales Truths: Professionals Anticipate, Then Act




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]



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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