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Sales Truths: Diplomas Communicate Professtional Expertise

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WHY IT'S TRUE 
After reading every 6-month-old magazine while patiently waiting for the doctor to appear in the examination room, we earnestly begin examining the diplomas on the wall. Our comfort zone for the physician's expertise grows as a function of the number of displayed certifications. 
 
PLAN OF ACTION 
A jeweler's qualifications and expertise are quickly validated by the certifications they proudly earned. Rather than putting your GIA, Master Jeweler and other sheepskins in a drawer, prominently display them on the wall behind the diamond counter. A customer who is pondering the purchase of an engagement ring will quickly recognize that he is working with a professional. This is one more tool to help you close the sale and create a customer for life.

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Dave Richardson

Sales Truths: Diplomas Communicate Professtional Expertise

mm

Published

on

WHY IT'S TRUE 
After reading every 6-month-old magazine while patiently waiting for the doctor to appear in the examination room, we earnestly begin examining the diplomas on the wall. Our comfort zone for the physician's expertise grows as a function of the number of displayed certifications. 
 
PLAN OF ACTION 
A jeweler's qualifications and expertise are quickly validated by the certifications they proudly earned. Rather than putting your GIA, Master Jeweler and other sheepskins in a drawer, prominently display them on the wall behind the diamond counter. A customer who is pondering the purchase of an engagement ring will quickly recognize that he is working with a professional. This is one more tool to help you close the sale and create a customer for life.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Most Popular