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What I’ve Learned: Allison Leitzel Williams



Always listen to your customer.

Allison Leitzel Williams, COO, Leitzel’s Jewelry, Myerstown, PA

Your customer is always telling you valuable information, but it is up to you to hear it. Sometimes, a customer tells us exactly what they are thinking and it makes our lives easy. Other times, we have to interpret what they are saying, such as when we handle their objections. Finally, we have to listen to unspoken words by analyzing customer patterns and sales data to determine what our customers are telling us. When we listen, we can overcome objections during the sales process and increase our closing ratio. We can predict fashion trends and make good buying decisions. We can adapt to customers’ wants, needs and budgets and target our marketing and inventory. Ultimately, we can make the best decisions for the success of our business and the happiness of our customers.



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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