Gene the Jeweler

Gene Explains How to Close a Sale

Wait a minute … does he ever actually close any sales?

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Published

6 years ago

December 11, 2017

Jimmy DeGroot

IN TODAY’S VIDEO, Gene the Jeweler is kind enough to divulge his techniques for closing a sale.

Unfortunately, the only thing you’ll probably learn from the fictional Gene is how not to do business. Does he ever actually close any sales? With his approach, you have to wonder.

Closing deals in Gene’s store starts with one key concept: “Make them buy.”

To achieve that, he uses methods such as discounting his products and throwing in extra items — such as mountings — or services. He’s even been known to wash a customer’s car now and then.

And his staff members have some, shall we say, interesting techniques of their own.

Watch the video:

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Jimmy DeGroot

Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”