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Sales Truths: A Customer Is Buying a Moment

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Key to sellingCUSTOMERS BUY WHAT THEY NEED FROM SALESPEOPLE WHO UNDERSTAND WHAT THEY WANT. 
 
WHY IT’S TRUE: A customer is looking for an engagement ring (need) but is really concerned about that moment he’s on his knee asking her to marry him (want). A customer is seeking an expensive gold watch (need) but is really looking forward to the compliments she’ll get when wearing it (want). 
 
PLAN OF ACTION: Engage the man in a conversation about how he plans to propose. Share stories of how others popped the question. Talk to the woman about the look and feel of the watch. I once heard a speaker say during a presentation, ?I’m sure you’ve noticed I’m wearing a watch on each wrist. One is a solid gold Rolex, the other is a Timex. The Rolex is for you, the Timex is for me.? When a customer knows that you know what he or she wants, your chance to close the sale significantly increases.

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Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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Dave Richardson

Sales Truths: A Customer Is Buying a Moment

mm

Published

on

Key to sellingCUSTOMERS BUY WHAT THEY NEED FROM SALESPEOPLE WHO UNDERSTAND WHAT THEY WANT. 
 
WHY IT’S TRUE: A customer is looking for an engagement ring (need) but is really concerned about that moment he’s on his knee asking her to marry him (want). A customer is seeking an expensive gold watch (need) but is really looking forward to the compliments she’ll get when wearing it (want). 
 
PLAN OF ACTION: Engage the man in a conversation about how he plans to propose. Share stories of how others popped the question. Talk to the woman about the look and feel of the watch. I once heard a speaker say during a presentation, ?I’m sure you’ve noticed I’m wearing a watch on each wrist. One is a solid gold Rolex, the other is a Timex. The Rolex is for you, the Timex is for me.? When a customer knows that you know what he or she wants, your chance to close the sale significantly increases.

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After 139 Years, A Family Legacy Finds Its Perfect Exit With Wilkerson.

When third-generation jeweler Sam Sipe and his wife Laura decided to close Indianapolis’ historic J.C. Sipe Jewelers, they turned to Wilkerson to handle their retirement sale. “The conditions were right,” Sam explains of their decision to close the 139-year-old business. Wilkerson managed the entire going-out-of-business sale process, from marketing strategy to sales floor operations. “Our goal was to convert our paid inventory into retirement funds,” notes Sam. “The results exceeded expectations.” The Sipes’ advice for jewelers considering retirement? “Contact Wilkerson,” Laura says. “They’ll help you transition into retirement with confidence and financial security.”

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