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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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Dave Richardson

Remember This Important Lesson on the Power of Posture

How a client stands may tell you what you need to know about whether they’re ready to buy.

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How a client stands may tell you what you need to know about whether they’re ready to buy.

WHY IT IS TRUE: Are their arms folded and closely tucked at their sides? This indicates that they might not be open to you. Are their bodies turned toward or away from you? “Away” can symbolize that they are giving you the cold shoulder. “Toward” you, on the other hand, can imply a decision for interaction and more information.

PLAN OF ACTION: Ask open-ended questions that get clients sharing their genuine wants and needs. By doing so, you will help them to move closer to the close.

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Dave Richardson

Here’s Why Having a Mirror on Your Counter Is So Critical

It’s not just vanity.

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WHY IT IS TRUE: This gives her an opportunity to immediately see how the beautiful piece of jewelry looks on her.

PLAN OF ACTION: Take this opportunity to observe her reaction, ask open-ended questions to reveal her feelings, and move for the close accordingly.

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Dave Richardson

Bad News Deserves an Explanation, Not an Excuse

Here’s how to talk to clients when expectations aren’t met.

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WHY IT IS TRUE: Many salespeople are scared to be the bearer of bad news, but customers appreciate honesty.

PLAN OF ACTION: Be up front, and be prepared to accept the consequences. Maybe the customer’s special order ring from the vendor did not arrive on time. The customer does not care about the problems the vendor incurred. Explain the actions you’ve taken to rectify this situation, and if necessary, offer any compensation you feel will help.

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