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Shane Decker

Walk Every Client to the Door to Show Them How Important They Are

This should happen whether they bought a diamond ring, a watch battery or nothing at all.




WHEN WAS THE last time you shopped somewhere and they walked you to the door? For most, the answer is “never.”

In your business, you should walk every client to the door, whether they bought from you or not. Give them two business cards, thank them for coming in, and tell them to give one to a friend. None of your competitors are doing this, and it’s a tiny thing that changes everything.

First, it allows you to ask more relationship questions on the way out. Find out if your client has any important events coming up. This also makes you feel more like a personal friend because whatever business they had in your store is over and they’re relaxed. It shows them that you’re interested in who they are and what they do.

Second, you can politely guide the client out of your store by a different route than they used when they came in, which allows them to see different jewelry as they pass by. Now, you have the opportunity to sell on the way out. They might say, “I’ve never seen that,” or you may show them something to plant a seed for the next sales opportunity. It’s a great wish list opportunity as well.

Third, walking the client shows them they’re not being rushed out. The more time you spend with a client, the more they will understand that they’re important to you and your company. In most stores, after ringing up the sale, the associate turns around and goes to the back of the store or lets them walk out on their own (particularly with repair clients). That kind of treatment communicates that you only cared about the money.

Fourth, when friends come into your home, you meet them at the door, and when they leave, you walk them out. The store is your home during the day; treat it that way.


Fifth, the more important a client feels to you and your company, the more referrals they’ll send in.

Walk all of your clients to the door: Every repair client, every just-looking client, every purchaser, every battery client. It’s all part of making every single client feel that they’re the most important person who’s walked in all day.



This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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