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Just Say “No!” Already

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Biggest pet peeve in jewellery sales? It’s got to be when a client withholds the truth and doesn’t tell you how they really feel about what you’re trying to sell them! They walk away and you have no clue whether they really liked the last thing you showed them. They must think they’re trying to spare our feelings by not saying, “there’s no way I’d ever wear that,” or “actually it’s out of my budget and I don’t like it enough to stretch my budget.”

If that’s your biggest pet peeve, then you’re not asking enough closing questions. Plain and simple. I’m not going to go into an entire selling/closing discussion here, but if you don’t know what I’m talking about, ask your boss.

For those of you who do know what I’m talking about, check yourself this week. During every sales presentation, make sure you probe to see if you’re closing the best possible design. My pal Lilian is really good at sensing when a sale is going nowhere, and asks whether the ring is too wide, or the price too high, or if the client would like to explore other options; all in order to redirect the sales process to a more suitable option.

If you seldom hear a client give you a firm “yes” or a firm “no,” then you’ve probably not asked them a decisive closing question. Just watch an episode ofSay Yes to the Dress. Every bride gets asked the famous closing question, “Are you going to say yes to this dress?”

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Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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