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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]

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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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