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Dave Richardson

Sales Truths: You Make More Sales By Listening Than By Speaking Well




What we know about how you sellTRUTH #4 
WHY IT’S TRUE: Many salespeople believe their job is to use their verbal skills to convince the customer to make a purchase. Big mistake! Have you ever wrecked a potentially good sale by talking too much? Sure, you have. We are all very knowledgeable about our store and our merchandise, but not every customer wants to hear about the four C’s or how to propose marriage. The most important verbal skill you can learn is knowing when to shut up.  
PLAN OF ACTION: Ask open-ended questions to get customers talking and uncover their real needs. And when the customer is talking, listen ? really listen ? to their response rather than thinking about what you are going to say next. The result: you may not have to close the sale … the customer will do it for you.

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Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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