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David Squires

Head Trip



GETTING INSIDE a customer’s head may seem like a scary prospect. Perhaps the ?just-looking? guy whose response to your opening line was halfway between a grunt and growl is really just a great big pussycat under that gruff exterior. Or perhaps he truly is a man-eating tiger, with a particular preference for a jeweler’s tasty flesh. Regardless of the risks of venturing into such cranial frontiers, if you want to get diamond earrings on the ear lobes of his wife, you will have to address matters with the frontal lobe of the husband’s brain.  

With the Christmas selling season coming soon now is a good time to turn yourself and your sales team into brain explorers. Yes, just like those intrepid souls from that classic science fiction movie, Fantastic Voyage. But instead of going to all the effort of miniaturizing your staff and constructing a teeny-tiny ship capable of traveling through the human body, why not just have a look at this month’s lead story on customers?  

In this month’s lead, we examine the customer psyche from many different angles, telling you what they’re thinking, what to do and what not to do, to make the most of your interaction with them. Retailers from across the country identify their toughest customer types, from those number-crazy ?engineer? types who thrive on technical presentations to the emotionally-driven customer who desperately wants to be romanced by a jeweler. (Not all of us do well with such customers ? which is probably why God invented the ?turnover?.) We also offer methods you can use to establish yourself as a customer’s trusted style advisor ? a great way for you to influence their purchase decisions. Plus, as an extra bonus for the style-challenged, we’ve even got a grid of celebrities along with suggestions from retailers and designers as to the jewelry that would suit them best.) Finally, we show you how to make the most of that much-maligned, but thoroughly golden opportunity ? the customer who just wants to try stuff on. Hey, don’t sigh ? sell! 

Hope you enjoy this month’s issue. 

Wishing you the very best business …
David Squires 
Executive Editor and Associate Publisher 
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Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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