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Dave Richardson

Sales Truths: What You See is What You Get




WHY IT’S TRUE: You buy a beautifully marbled steak and cook it on your grill. What you get is a tasty dinner if you were observant during the cooking process. If you overcook it because you weren’t paying attention, what you get is a piece of shoe leather. So what you see is what you get.  
PLAN OF ACTION: You are presenting a diamond necklace to a woman, and she reaches into her purse and removes her wallet. Did you see her reach into her purse, or were you looking at the necklace? When the customer is looking in the case or admiring the necklace in the mirror, you should be looking at her face. Do her cheeks change color? Do her pupils dilate? Is she smiling? Is she lightly touching the necklace? These are clear buying signals. She is taking possession of the necklace right in front of you. Now is the time to close.

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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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