Shane Decker

This Tear-Jerking Story Shows How Exceeding Expectations Allows Sales To Take Care of Themselves

In our industry, we have the opportunity to do these things almost every day.

Published

10 years ago

December 12, 2014

Shane Decker Instore January 2015 Issue

YOU’VE HEARD of being a good Samaritan, paying it forward, doing the unexpected, being better than others, changing one’s life, and making memories? In our industry, we have the opportunity to do these things almost every day. I wanted to share a story I heard from a client recently — we’ll just call him “Scott” — and encourage you and your team to remember that our job is not really about selling diamonds and gold, it’s really about making people happy and exceeding expectations. When you exceed expectations, the sales will take care of themselves.

On this particular day, Scott was standing in the “sweet spot” just inside the door ready to greet the next client coming in. A middle-aged lady walked in. He smiled and greeted her and noticed she was very sad. She said, “I’m here to get a new men’s wedding band. I just buried my husband and I forgot to take his wedding band off.” She started to cry. So did Scott.

They proceeded to the men’s wedding bands (this store has a huge assortment with all price ranges), and she just stood there looking for a moment, not saying a word. Scott told her to pick one out, and she found one she loved — a ring retailing for about $900. Scott said, “It’s yours. You owe me nothing.” Then the woman began to cry again, but this time, the tears held not only sadness but gratitude as well.

Meanwhile, the woman’s mother had been waiting in the car and decided to come in. She saw her daughter crying and thought the jeweler had said something that upset her. When Scott explained to her mother what had just happened, her mother was very happy and her eyes started to well up, too. She told her daughter, “I knew we’d come to the right jewelry store!” While Scott was taking care of the wedding band, the mother started looking at diamond rings. She picked one out and bought it before she left.

In our business, sometimes you forget about being an owner or a salesperson and you actually become a good Samaritan or a hero in someone else’s eyes. Being sympathetic to a client’s needs and touching their feelings is the best you can be. You can go home and know that you did the right thing. I’m sure this client and her mother are telling all their friends what Scott did. And guess who their jeweler’s going to be forever?

P.S. Owners, you should talk to your employees and figure out how to empower them in situations like this to do the right thing. It could be one of the best investments that you make in your business.

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”