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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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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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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.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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