Sales Truths: Knowledge is Power

Published

15 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.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”