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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.



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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