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Dave Richardson

Sales Truths: You Never Get a Second Chance To Form a First Impression




WHY IT IS TRUE: Customers have a wealth of choices. It’s not necessarily what you know, or how much you know, but rather who you are and how much you really care. And there is always another store just around the corner where caring people will find solutions for busy customers.

PLAN OF ACTION: Rather than pontificating about your valuable thoughts and ideas in a weekly sales meeting, challenge people to understand what good first impressions really mean. As they patronize their favorite business, have them consciously notice the impression that the establishment as well as the staff makes upon them. Challenge them to be prepared to share their specific observations at the staff meeting next week. Ask questions, probe responses, get people to genuinely understand how first impressions impact sales.

This article originally appeared in the October 2015 edition of INSTORE.



Wilkerson Testimonials

When Liquidation Is the Best Option, This Legendary Jeweler Chose Wilkerson

George Koueiter & Sons Jewelers, a 65-year old jewelry institution in Grosse Pointe, MI, had always been a mainstay in this suburban Detroit community. But when owners George and Paul Koueiter were ready to retire, they made the decision to close rather than sell. “We decided our best option to do the liquidation sale was Wilkerson,” says Paul Koueiter. The results, says George Koueiter, exceeded expectations and the process was easy. “Wilkerson just kept us in mind,” says George. “They never did anything without asking and whatever they asked us to do was just spot on.”

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