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It Worked for Selling the Vaccine. Could It Work for Your Store?

This verbiage may be the secret to selling more jewelry.




It Worked for Selling the Vaccine. Could It Work for Your Store?

The drive to get the country vaccinated against COVID-19 has provided a fascinating insight into what motivates people. Different states have tried lotteries, giveaways (cash, trips, fast food, beer, donuts, even marijuana joints), college scholarships, and endorsements of football coaches. Interestingly, a Wharton study found the specific text used in a message had an oversized impact in prodding people to come in for a jab: By a wide margin, the top-performing message conveyed that a vaccine was “reserved for you.” It’s a message jewelers can tweak and use themselves. “Your jeweler is back from the world’s largest jewelry show. The latest designs, selected with you mind, are waiting for you.” Or if that doesn’t work, perhaps try that free joint.

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Maximize Every Sale with Wilkerson

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

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