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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 the Doghouse Is Bad for Him, But Good for You

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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It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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