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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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Most Popular