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Dave Richardson

Sales Truths: Don’t Get Caught Up in Bad News

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Don’t get caught up in the bad news.

WHY IT’S TRUE
You can’t pick up a magazine or news-paper today without reading negative forecasts for consumer spending. This seems to be the topic of conversation everywhere we go, and it is very easy to get caught up in all this bad news. It is a lot easier to talk about all the bad stuff, when in fact you should be thinking and speaking more positively.

 

 

PLAN OF ACTION
Your staff is in the middle of this conflict, worrying about their jobs, their future and their security. Now is the time to focus strictly on selling by scheduling weekly sales meetings — 30 minutes in length, focusing on specific topics, to include add-on sales, customer buying signals, closing techniques, TOs, overcoming objections, etc. Every customer represents a sales opportunity. Just because the last three customers were "just looking" doesn’t mean that the next one will be doing the same. This is about their future, as well as yours.

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Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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