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True Tales: A Fine Thanks

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True Tales: A Fine Thanks

Published in the May 2014 issue

A FINE THANKS

I sold Eddie a few pieces of jewelry and over time he became a regular customer of mine.

He came in one day and bought a necklace (his most expensive purchase yet) and shared with me he would soon be shopping for a new diamond engagement ring.

I followed up the sale by mailing him a thank-you card, saying something like, “I’m sure she loved it, can’t wait to see you again soon.”

Soon after, a woman came into my store and asked for me by name. She had a photocopy of my thank-you note and accused me of having an affair with her husband, Eddie.

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I told her she was mistaken (not giving many details), and she got even more irate. Since she was making a scene at this point, I asked her to leave the store.

But she had just one more question for me: “You’re telling me that you send a hand-written thank-you card to every customer of yours?”

I reply: “Yes, actually I do.” And I showed her my stack of receipts and cards for the week.

She left.

I saw Eddie many months later, and he mentioned that he was going through a divorce. — Jen Foster, David Douglas Designs, Marietta, GA

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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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True Tales

True Tales: A Fine Thanks

Published

on

True Tales: A Fine Thanks

Published in the May 2014 issue

A FINE THANKS

I sold Eddie a few pieces of jewelry and over time he became a regular customer of mine.

He came in one day and bought a necklace (his most expensive purchase yet) and shared with me he would soon be shopping for a new diamond engagement ring.

I followed up the sale by mailing him a thank-you card, saying something like, “I’m sure she loved it, can’t wait to see you again soon.”

Advertisement

Soon after, a woman came into my store and asked for me by name. She had a photocopy of my thank-you note and accused me of having an affair with her husband, Eddie.

I told her she was mistaken (not giving many details), and she got even more irate. Since she was making a scene at this point, I asked her to leave the store.

But she had just one more question for me: “You’re telling me that you send a hand-written thank-you card to every customer of yours?”

I reply: “Yes, actually I do.” And I showed her my stack of receipts and cards for the week.

She left.

I saw Eddie many months later, and he mentioned that he was going through a divorce. — Jen Foster, David Douglas Designs, Marietta, GA

Advertisement

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.”

Promoted Headlines

Most Popular