Your Only Job is to Solve Your Customers’ Challenges

Published

7 years ago

October 9, 2016

Dave Richardson

WHY IT IS TRUE: The only reason anyone buys anything is to resolve a genuine challenge. Whether it is an engagement ring, anniversary, birthday, Valentine’s Day gift or a necklace to accent a new outfit, they have a genuine challenge.

PLAN OF ACTION: Your goal becomes making their life better, less stressful, and more efficient. This will separate you from the masses, and establish you as someone who makes situations better, not worse. Simple questions such as: “How do you plan to propose?” … “What have you surprised her with in the past?” … “Tell me about your new outfit” will get them focusing on the real purpose for visiting your store. Encourage them to talk about their desired “outcomes,” and your sale will close more easily.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”