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Sales Truths: Sell The Sizzle, Not The Steak

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Published

16 years ago

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…

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This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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Dave Richardson

Sales Truths: Sell The Sizzle, Not The Steak

mm

Published

16 years ago

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…

Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Most Popular