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Dave Richardson

Here’s How to Get the First “Yes” in An Engagement Ring Sale

Other clients’ wedding pictures can help you land the sale.

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Tip: The engagement ring sale is all about emotion.

WHY IT IS TRUE: It’s not about the ring itself; it’s about the emotional feeling attached to the couple buying the ring and the woman who will wear it.

PLAN OF ACTION:  Contact several couples who recently purchased an engagement ring from you. Ask them if you can buy one of their wedding photos. Collect 10-12 photos minimum.

Then, when a new bridal customer sits across from you, reach under the counter and pull out your beautiful photo album and hand it to the woman. She may just recognize a friend. Then you say, “When you return from your honeymoon, no rush, I would like one of your wedding photos to put in my album. Would that be OK?” The moment she says “yes,” you have taken a huge step toward closing the sale.

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.

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Cleaning House for a New Generation

At Komara Jewelers in Canfield, Ohio, Wilkerson handled all the aspects of its retirement sale just as owner Bob Komara’s children took over day-to-day operations of the business. They’d used other companies before, says Brianna Komara-Pridon, but they didn’t compare. “If we had used Wilkerson then, it would have been so much better.”

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Dave Richardson

How Benjamin Franklin’s Strategy Could Help You Close More Sales

It involves looking at benefits versus concerns.

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WHY IT IS TRUE: Benjamin Franklin used a similar decision-making technique. Taking a sheet of paper, he would draw a vertical line down the center of the page and a horizontal line across the top of the page. Next he would put a plus sign on the left and the minus sign on the right. He would then write down the facts that were favorable to his decision, as well as those that were unfavorable. Adding them up, he was able to place the project in focus and thus make his decision.

PLAN OF ACTION:You might say something like this to the customer: “We spent some excellent time discussing many aspects of this necklace. Let me take a sheet of paper and draw a line down the center. List everything on the left side that represents what you really like about the necklace, and on the right side list any concerns you might have.”

Notice I didn’t say things you like versus the things you don’t like. The word “concern” is much softer and will enable the customer to focus more effectively on the positive aspects of the necklace.

As they write down all the favorable aspects, be sure to call attention to some of the aspects that have been acknowledged as favorable as you were discussing the necklace.
And you might say something like, “That’s a pretty good list, don’t you agree? Now let me ask you about some of your concerns.” Most of the time, you won’t even get to this point because the customer is able to see in writing the features and benefits of this item.

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Dave Richardson

Why Flip Charts Are Superior to Whiteboards

This could be extremely important to your sales performance.

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WHY IT IS TRUE: Many powerful ideas are shared in brief meetings with your sales staff prior to opening the store. Traditionally, these ideas are recorded on an erasable whiteboard in the training room or office. Once erased, the ideas may be lost forever.

PLAN OF ACTION: Invest in a flipchart and marking pens, and use them generously to record sales training conversations, discussions and commitments during your staff meetings. At the conclusion of the meeting, post the valuable information recorded on the chart to prominent locations in your office or training room. Refer to these in future daily meetings, focusing upon ongoing value to your store and your customers.

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Dave Richardson

Why the Doghouse Is Bad for Him, But Good for You

You can help him get out.

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Why is it true? Every man, regarding how hard he tries, is bound to end up in the doghouse at some time in his life. Getting out of the doghouse is critical — that’s why he’s in your store.

Plan of Action: The man says, “Boy, am I in the doghouse!” Rather than providing an immediate solution, ask him the critical question: “How big is that doghouse?” Knowing immediately that you have empathy for his plight, he will say something like, “This is a big doghouse.” Looking him in the eye with genuine understanding, say: “Let me show you what we’ve got to get out of the big doghouse.” Then take out a very nice piece you know she will like. That should close the sale and you will have a customer for life.

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