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True Tales: The Truth Comes Out

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?A middle-aged couple with a young daughter, about 8, came into our store and asked for the manager. I asked them how I could help. The lady showed me a watch which she purchased at least six months before.The crystal was scratched and chipped, and the band looked very worn. She started to yell at me that we sold her this watch and it’s all chipped and scratched and looks terrible. I tried to explain to her that she purchased this watch in brand-new condition and added that she would never purchase from us a new watch with all those scratches and worn marks. As soon as I said that, her husband grabbed the watch from his wife’s hand and told me that I was calling his wife a liar, and didn’t believe her story. Just at that moment, the little girl pulled her mother’s skirt and said: ?Mommy, don’t you remember dropping this watch two days ago?’ When her father heard this, he swore and threw the watch against the marble floor, breaking it into a thousand pieces. The father grabbed his little girl by the hand and they rushed out of our store.? 
 
SARAH BUCKNELL 
via email, Ontario, Canada 

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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: The Truth Comes Out

Published

on

?A middle-aged couple with a young daughter, about 8, came into our store and asked for the manager. I asked them how I could help. The lady showed me a watch which she purchased at least six months before.The crystal was scratched and chipped, and the band looked very worn. She started to yell at me that we sold her this watch and it’s all chipped and scratched and looks terrible. I tried to explain to her that she purchased this watch in brand-new condition and added that she would never purchase from us a new watch with all those scratches and worn marks. As soon as I said that, her husband grabbed the watch from his wife’s hand and told me that I was calling his wife a liar, and didn’t believe her story. Just at that moment, the little girl pulled her mother’s skirt and said: ?Mommy, don’t you remember dropping this watch two days ago?’ When her father heard this, he swore and threw the watch against the marble floor, breaking it into a thousand pieces. The father grabbed his little girl by the hand and they rushed out of our store.? 
 
SARAH BUCKNELL 
via email, Ontario, Canada 

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