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Dave Richardson

Why the Doghouse Is Bad for Him, But Good for You

You can help him get out.

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Why is it true? Every man, regarding how hard he tries, is bound to end up in the doghouse at some time in his life. Getting out of the doghouse is critical — that’s why he’s in your store.

Plan of Action: The man says, “Boy, am I in the doghouse!” Rather than providing an immediate solution, ask him the critical question: “How big is that doghouse?” Knowing immediately that you have empathy for his plight, he will say something like, “This is a big doghouse.” Looking him in the eye with genuine understanding, say: “Let me show you what we’ve got to get out of the big doghouse.” Then take out a very nice piece you know she will like. That should close the sale and you will have a customer for life.

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.

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Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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