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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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Gene Explains How to Close a Sale

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.

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Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

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Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

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