Wayne Williams

Wayne Williams

Wayne Williams is president of ExSell Marketing Inc., a “counter intelligence” firm based in La Habra, Calif. He writes the monthly Counter Intelligence column for Modern Tire Dealer.

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Mastering the fine art of pricing

Price, price, price, price, price, price, price... everybody is talking about tire prices. Independent tire dealers have a lot to say about this subject, and rightly so. Tire dealers are talking about all phases of tire pricing, what they pay for tires and what they charge (or can charge) for tires.

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Avoiding certain sales attitudes

One of my biggest sales challenges is overcoming my impatience. I have a naturally busy mind, and doing two things at once generates enthusiasm and energy for me. As a result, I easily fall into the trap of poor listening and over-anticipating people’s needs or questions, and also filling in the blanks for people.

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It pays to be likable and knowledgeable

It’s (finally) a done deal, my wife and I own a new Samsung stainless steel three-door refrigerator. We’ve been talking about it for two years, and after looking at the Thanksgiving newspaper inserts in the Los Angeles Times several weeks ago, we noticed that units previously selling for over $3,000 were now on sale for less than $2,000.

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Counter intelligence: ‘Retailing is Hard.’ — Steve Jobs

I read an article in the Los Angeles Times a number of years ago picturing Steve Jobs announcing to the world that Apple was opening retail stores. Behind him hung a banner reading “Retailing is Hard.” During that period of time, I was involved in retailing on a daily basis, and I thought to myself, “Steve, you have no idea.”

Article

I Got Schooled by a School Teacher

When I was a young district manager in charge of 13 stores, life was crazy. I always felt somewhat out of control, like I was missing something and, of course, I was. I always needed another service tech, a better service tech, another salesman or a better store manager.

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