Sales Truths: What You See is What You Get

Published

17 years ago

July 2, 2008

Dave Richardson

Keys to sellingWHAT 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.

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.