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

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

BY DAVID RICHARDSON

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

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

mm

Published

on

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

BY DAVID RICHARDSON

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

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.

Promoted Headlines

Most Popular