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.

Published

5 years ago

September 20, 2018

Dave Richardson Instore October 2018 Issue

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

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.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”