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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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