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Sales Truths: Make Quality Claims at the Right Time

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QUALITY CLAIMS, MADE TOO EARLY, NEVER IMPRESS. 
 
WHY IT’S TRUE: Customers expect your store and merchandise to be of quality or they wouldn’t be there in the first place. If you open by bragging about your store’s quality or making unsupported statements about your knowledge and expertise, you’ll bore the customer.  
 
 
PLAN OF ACTION: Greet the customer in an open friendly manner; find out what their needs, wants and passions are; and focus your presentation around them. Demonstrate your expertise by asking open-ended questions. Listen carefully to the customer’s answer and when appropriate, validate your answer with a quality claim. Customers come into your store because they need help. Enhance their perception of this buying experience and most of the quality questions will answer themselves.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Dave Richardson

Sales Truths: Make Quality Claims at the Right Time

mm

Published

on

QUALITY CLAIMS, MADE TOO EARLY, NEVER IMPRESS. 
 
WHY IT’S TRUE: Customers expect your store and merchandise to be of quality or they wouldn’t be there in the first place. If you open by bragging about your store’s quality or making unsupported statements about your knowledge and expertise, you’ll bore the customer.  
 
 
PLAN OF ACTION: Greet the customer in an open friendly manner; find out what their needs, wants and passions are; and focus your presentation around them. Demonstrate your expertise by asking open-ended questions. Listen carefully to the customer’s answer and when appropriate, validate your answer with a quality claim. Customers come into your store because they need help. Enhance their perception of this buying experience and most of the quality questions will answer themselves.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular