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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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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.

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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Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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