Sales Truths: There is No Business Like Show Business

Published

15 years ago

November 21, 2009

Dave Richardson

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]

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."