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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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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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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

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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Most Popular