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Smooth Seller: Daniel Gordon

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This second-generation “Smooth Seller” is a social animal — social-media animal, that is

[h3]Daniel Gordon[/h3]

[h5]President, Samuel Gordon Jewelers Oklahoma City, OK[/h5]

[componentheading]PROFILE[/componentheading]

Smooth Seller: Daniel Gordon2009 personal sales: More than $1,000,000

[dropcap cap=D]aniel Gordon learned a lot about what he didn’t want to do while working in various jobs. “I was a horrible waiter. I got fired seven times,” he says. “I didn’t finish college. I was kind of lost and I didn’t know what I was going to do.” Finally, on his 23rd birthday, his grandmother gave him a gift-wrapped box she said contained cologne. Much to his relief, the box was full of his first Samuel Gordon business cards. — Eileen McClelland[/dropcap]

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[componentheading]INTERVIEW[/componentheading]

BIG LESSON: My first year I worked the repair counter. In about my ninth month, a man came in who had come in quite a bit for repairs, and he said, “I want to look at a diamond, but I want you to help me, not a salesperson.” We sat for 3-1/2 or four hours. When I made the sale I was shaking, and he asked if I had ever done this before. I honestly answered, “No, I haven’t,” and we laughed about it. It was a $30,000 sale.

TWEET: I use social media for almost everything -— to connect with new people, to cultivate business-to-business relationships. Business comes at us, I don’t go out there and pursue it.

CHANGES: My sales style has changed over the years due to how the world has changed. At first, we always went over the four Cs. When we started hearing more about the Internet, we had to determine what they knew. Then when everything blew up on the Web, I’d have to assume that the customer knew about the four Cs. Now we know they know. You must change and learn to handle changes in the culture.

DIAL-UP: We rely on the Internet to make relationships but we communicate lots by phone.  

IMPACT: Handwritten thank-yous are very important and really overlooked. It’s more impactful than ever with all the Web stuff.

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CAM: I was video-chatting with a customer the other day and made a sale because he could see the item. People are very busy.

[span class=note]This story is from the January 2010 edition of INSTORE[/span]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Smooth Sellers

Smooth Seller: Daniel Gordon

Published

on

This second-generation “Smooth Seller” is a social animal — social-media animal, that is

[h3]Daniel Gordon[/h3]

[h5]President, Samuel Gordon Jewelers Oklahoma City, OK[/h5]

[componentheading]PROFILE[/componentheading]

Smooth Seller: Daniel Gordon2009 personal sales: More than $1,000,000

Advertisement

[dropcap cap=D]aniel Gordon learned a lot about what he didn’t want to do while working in various jobs. “I was a horrible waiter. I got fired seven times,” he says. “I didn’t finish college. I was kind of lost and I didn’t know what I was going to do.” Finally, on his 23rd birthday, his grandmother gave him a gift-wrapped box she said contained cologne. Much to his relief, the box was full of his first Samuel Gordon business cards. — Eileen McClelland[/dropcap]

[componentheading]INTERVIEW[/componentheading]

BIG LESSON: My first year I worked the repair counter. In about my ninth month, a man came in who had come in quite a bit for repairs, and he said, “I want to look at a diamond, but I want you to help me, not a salesperson.” We sat for 3-1/2 or four hours. When I made the sale I was shaking, and he asked if I had ever done this before. I honestly answered, “No, I haven’t,” and we laughed about it. It was a $30,000 sale.

TWEET: I use social media for almost everything -— to connect with new people, to cultivate business-to-business relationships. Business comes at us, I don’t go out there and pursue it.

CHANGES: My sales style has changed over the years due to how the world has changed. At first, we always went over the four Cs. When we started hearing more about the Internet, we had to determine what they knew. Then when everything blew up on the Web, I’d have to assume that the customer knew about the four Cs. Now we know they know. You must change and learn to handle changes in the culture.

DIAL-UP: We rely on the Internet to make relationships but we communicate lots by phone.  

Advertisement

IMPACT: Handwritten thank-yous are very important and really overlooked. It’s more impactful than ever with all the Web stuff.

CAM: I was video-chatting with a customer the other day and made a sale because he could see the item. People are very busy.

[span class=note]This story is from the January 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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