Sales Truths: Knowledge is Power

Published

16 years ago

July 2, 2008

Dave Richardson

Keys to selling

KNOWLEDGE IS POWER.

WHY IT’S TRUE: Product information alone does not give you power. It is what you do with that information that makes your knowledge powerful. Your role is to manage the customer’s perception of value. The more you know about your product and your customer, the more added value you can provide. With today’s technology, customers have extensive access to information. Their challenge is to figure out what information is useful and what is not. The ability to validate that information is your power.

PLAN OF ACTION: Gather information about customers and use it to remind them of important dates. Take advantage of every educational opportunity. Knowledge of current events is also a plus. Take action to become a resource to your community. Knowledge equals power; power equals trust, which is critical to closing the sale.

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.”