Shane Decker

Follow These Steps to Deliver a Luxury Sales Presentation

Selling high-quality products requires attention to detail and consistency.

Published

2 years ago

June 15, 2023

Shane Decker Instore June 2023 Issue

I KNOW, I KNOW … I said last January that I had written my final column for INSTORE. But so many people have told me that they miss my column, I decided to start writing again! Thank you for reading and enjoying the column.

This month, I want to talk about how to deliver a luxury presentation. The word “luxury” infers high quality. I don’t eat at fast food joints, but if I did, I wouldn’t have any expectations. But if you said, “Shane, take your wife to this high-end restaurant and order the main course, sides, dessert and wine for $500,” my expectations will go through the roof.

It’s amazing how price can raise the bar.

When you get 5-star reviews, they always talk about the experience they received first. Yes, they may mention what they bought, but the experience is always the main thing.

So to deliver a luxury presentation, the following actions need to happen every time. They take constant training and consistency.

Smile.
Have a positive attitude
Use your presentation skills
Be professional
Give product and gemological knowledge when needed
Give inventory and brand knowledge when needed
Sell your store’s culture
Ask relationship questions
Ask selling-specific questions
Make it all about the client
Dress well
Respect their time
Understand the power, wealth and status of your client
Be confident
Know the nine “absolutes”
Demonstrate knowledge of trends, fashion and diamond prices
Understand high quality and high ticket items in all areas of the store
Build integrity in your product
Know everything about your “wow” pieces
Know your client
Follow up in a timely manner
Use teamwork and T.O.s; team sell and be a servant seller
Utilize professional closes
Use proper vocabulary
Respect all people coming in
Listen closely
Keep the sale private
Sell with honor
Be genuinely interested in all the client’s needs
Becoming a personal business friend
Do not pre-judge
Be glad they came in
Wow them in a big way before they go

Today, the experience is more important than the item purchased. How many of these bullet points are missing in your salespeople’s presentations? When the experience is awesome, people don’t shop anywhere else and they send in their friends. Clients retain 100% of how they’re treated. We remember where we’ll never go back and we remember where we’ll always go. Change your standards and become awesome all the time!

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.