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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

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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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…

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Most Popular