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Dave Richardson

Sales Truths: There is a New Customer In Town




WHY IT IS TRUE: Millennials — those born between 1982 and 2000 — make up the nation’s largest working population. Because they are glued to their smartphones and tablets, they are most likely to find you on Facebook, Twitter or your website.

PLAN OF ACTION: Since millennials are people-oriented rather than product-oriented, consider placing a romantic bridal engagement proposal story on your website and Facebook page. You will look different from anyone in your marketplace, while at the same time focusing your business on what it is really all about: romance and love. — David Richardson

This article originally appeared in the November 2016 edition of INSTORE.


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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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