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Dave Richardson

Sales Truths: Sell The Sizzle, Not The Steak





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

Downsizing? Wilkerson Is Here to Help

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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