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Here’s How to Close More Bridal Sales While The Couple Is In Your Store

If you don’t encourage them to make the purchase together, you’re doing them a disservice.




IN MY LAST COLUMN, we walked through the four steps of helping a couple decide on a ring together. At that point of the sale, everybody is in agreement as to which ring and which diamond they want. What follows takes courage.

Once they decide which diamond they love, you should ask them directly and confidently, “You said you love this diamond the most. Would you like to place the order for the ring as well, or just take care of the diamond today?”

Notice the language here. It’s not “Would you like to place the order today?” We have to stop asking yes or no questions. This question is framed specifically to give them a choice between something and something, not something and nothing.

But suppose they say, “Wait, we’re just here to look. We’re not buying anything today; I want to be surprised.”


Then you can answer: “That’s true, but wouldn’t you agree that what you’re getting is not necessarily a surprise, but when you’re getting it is the most important part of the surprise? By purchasing this diamond you’ve chosen together, you’re just guaranteeing that you are getting the diamond you both love. The same goes for the ring: We’re only starting the order. He may propose in two weeks, two months, or even longer — only he knows when. You get to keep the surprise factor while ensuring that you get exactly what you want. If this diamond sells, we have to start the selection process all over again.”

This last step takes courage because we’ve become so conditioned to the idea that couples don’t buy together. We need to overcome that and realize that the surprise is in the “when,” not in the “what.” She wants the ring of her dreams; he wants to make the right decision. By not asking them to make that decision together, we are doing our couples a disservice.

But perhaps they answer, “Well, we just need to think about it before we make a decision.”

I have some news for you. Before they entered your store, they have thought and talked about this moment at length. They would not have made a special trip to your store if they hadn’t already thought about it. “We need to think about it” is code for “we’re not convinced, we want to shop around.”

Instead of letting them off the hook, try the Laundry List Close. It goes like this: “Before we finish, I want to clarify a few things. You do love this ring, right? And the diamond you’ve chosen, you love the size and look of it? And in terms of price, we’ve already established this is within your comfort zone, correct? Then what is there to think about?” If you have built trust throughout your presentation, this is not a rude question to ask.

Your couples have a problem: They want an engagement ring. More than you want the sale, they want a solution to their problem. By asking professionally direct questions, uncovering objections, and giving them reasons to buy, we can help solve more of their problems.




This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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