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Sales Truths: Sell The Sizzle, Not The Steak

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TRUTH #5

WHY IT’S TRUE: Ever been to one of those restaurants where they cook the meal at your table? Watching the guy cook my steak, smelling the aroma, and hearing the sizzle made my mouth water in anticipation. Too often, we try to sell the customer the diamond, ruby, or string of pearls before she’s had a chance to hear about the brilliance of the diamond, the romantic story about the ruby, or the opportunity to verbalize how she feels about the pearls around her neck. 

PLAN OF ACTION: Invest valuable time in “romancing” the piece. Involve her by asking questions like, “How do you like the way it looks?” or “How do you like the feel?” Ask opinion-based questions to which you know you will receive an positive answer as you sell the sizzle. Like the chef, who asked me, as he was cooking the steak, “How does you like the aroma?” Mmm…

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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Dave Richardson

Sales Truths: Sell The Sizzle, Not The Steak

mm

Published

on

TRUTH #5

WHY IT’S TRUE: Ever been to one of those restaurants where they cook the meal at your table? Watching the guy cook my steak, smelling the aroma, and hearing the sizzle made my mouth water in anticipation. Too often, we try to sell the customer the diamond, ruby, or string of pearls before she’s had a chance to hear about the brilliance of the diamond, the romantic story about the ruby, or the opportunity to verbalize how she feels about the pearls around her neck. 

PLAN OF ACTION: Invest valuable time in “romancing” the piece. Involve her by asking questions like, “How do you like the way it looks?” or “How do you like the feel?” Ask opinion-based questions to which you know you will receive an positive answer as you sell the sizzle. Like the chef, who asked me, as he was cooking the steak, “How does you like the aroma?” Mmm…

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

Promoted Headlines

Most Popular