Connect with us

Dave Richardson

Sales Truths : To get milk from a cow, you don’t send her an email.




Sales Truths : To get milk from a cow, you don’t send her an email.


Published in the September 2013 issue.

WHY IT IS TRUE: Because it is very quick and easy, and most of all non-threatening, we are quick to send a reminder email to a customer regarding an upcoming anniversary, birthday, or another important date in his life. And then we wonder why he never comes into the store.

PLAN OF ACTION: Considering the fact that the majority of your customers probably receive well over 100 emails every day, the probability that he will carve out time to read yours could be pretty slim. You have two options: Pick up the telephone and give him a call, or send him a very nice, personalized card. If he is considered to be a “great” customer, then a telephone call might be the best. For hard-to-reach customers, send him a card personalized with photos and text that will capture his imagination. Photos of your store and staff, of you on a hike, a vacation, at the gym, with your feet up on your desk, your eyes closed, whatever. The stronger your relationship with the customer, the more imaginative this card can really be. If he chuckles when he reads it, he will not throw it away, and just maybe, just maybe, he will make a beeline for your store. — DAVE RICHARDSON



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.”

Promoted Headlines

Most Popular