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Sales Truths: There is No Business Like Show Business

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WHY IT’S TRUE We walk into a movie theater with a bag of popcorn in our hand, or perhaps snuggle comfortably in front of our TV to watch our favorite show. We look forward with great anticipation to the show and walk away either very satisfied, very ambivalent or very dissatisfied. At that moment we make subconscious decision whether or not to ever watch a show again with that particular producer, actor, etc.

PLAN OF ACTION People enter your store with specific expectations. Like it or not, you’re in show business and you and your staff are on stage every time the customer walks in. Enhance their experience by offering a friendly greeting while maintaining good eye contact. Make a dynamite presentation by using all the tools — the counter pad, the ring stick and the selvyt cloth. Make sure the stage is clear of all distractions such as fingerprints on the counter, lint or dirt on the floor. Then give ’em the best show ever!

[span class=note]This story is from the December 2009 edition of INSTORE[/span]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Dave Richardson

Sales Truths: There is No Business Like Show Business

mm

Published

on

WHY IT’S TRUE We walk into a movie theater with a bag of popcorn in our hand, or perhaps snuggle comfortably in front of our TV to watch our favorite show. We look forward with great anticipation to the show and walk away either very satisfied, very ambivalent or very dissatisfied. At that moment we make subconscious decision whether or not to ever watch a show again with that particular producer, actor, etc.

PLAN OF ACTION People enter your store with specific expectations. Like it or not, you’re in show business and you and your staff are on stage every time the customer walks in. Enhance their experience by offering a friendly greeting while maintaining good eye contact. Make a dynamite presentation by using all the tools — the counter pad, the ring stick and the selvyt cloth. Make sure the stage is clear of all distractions such as fingerprints on the counter, lint or dirt on the floor. Then give ’em the best show ever!

[span class=note]This story is from the December 2009 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular