Denver’s Wes Welker Signs with Williams Jewelers

After a great two year radio campaign with NFL wide receiver Eric Decker, Bruce Williams, Steve Williams and I were frustrated when Eric got traded to the New York Jets. The talk in Denver was “who was Williams Jewelers going to get to replace Decker?” How about one of the NFL’s all time greats…Wes Welker! Welker is the first receiver in NFL history with at least three 110-reception seasons, and the first with five 100-reception seasons. Last year in his first season with the Broncos, Wes had 73 receptions, 778 total yards and 10 touchdowns! The photo above of Steve, Wes and Bruce is from our recording session earlier in the month. Wes cuts radio spots like he runs a passing route…just about perfect! The new campaign started last week just as Broncos fever is starting all over again for 2014.

We’ve found sports marketing, specifically radio spots featuring notable NFL players connect with male bridal buyers in a way even the best regular ads simply do not. The spots build a comfort level with the fan base and break down threshold resistance. Having Wes on our team sets us completely a part from other jewelers in Denver. Congrats to Bruce and Steve…and welcome to the Williams Team Wes!

Does your customer have an issue with your price?

Here’s another sales training tip for your team from the best sales coach I know, Jim Douglass. Before you start discounting you need to find out if the price is more than they can spend or do they feel the item is priced for more than they think it is worth?  If the item is priced beyond their budget you need to find an item within it.  If the customer feels the item is priced at more than it is worth you have a value problem.  Sales 101 says if an item looks (or sounds) like it is worth more than it costs it’s a deal to the customer.  If the customer perceives the item isn’t worth the price you probably didn’t do a good job establishing its value.

There are several things that determine value to a customer:

1. If they think the item visually delivers a special message it will project emotional value.
2. If it’s not an emotional purchase how big or how much they get for their money will project monetary value.
3. Immediacy – if it is something they may not see again, or, may not be there when they need it, it will increase in immediate value.

Discounting only supports your competitors credibility by reinforcing their message that they are providing the same thing you are, for less.  What message are you supporting?  How you sell, what you sell and how well you respond to price objections is best determined by using good discovery. Chances are there’s nothing wrong with your price, it’s your questions that are not quite right. Solid discovery…good questions are the key to really satisfying the customer and building a great relationship!

For more from Jim Douglass you can reach him www.sellthroughpro.com or call him at 803-322-7532.

Thank you for your heartfelt support

Thank you again for your heartfelt prayers and support since the passing of my mother, Jean Freshley, June 11th. It meant so much to me. Your cards, emails, flowers and phone calls touched me deeply. You are dear, dear friends.