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]

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”