Sales Truths: Sell The Sizzle, Not The Steak

Published

17 years ago

July 2, 2008

Dave Richardson

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…

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."