WHY IT IS TRUE: A man walks into the store and exclaims, “I’m looking for an engagement ring.” Your quick response is something like, “What did you have in mind?” This statement will cause the customer to focus on the financial investment instead of the meaning behind the purchase.
PLAN OF ACTION: Instead ask, “How do you plan to propose?” Remind him that this is one of the most important days in her life and share some successful proposal stories. Now he is no longer focused on the investment but rather the meaning behind the event.
Source: David W. Richardson CSP, Jewelry Sales Training International
This article originally appeared in the December 2017 edition of INSTORE.
JEWELER SUCCESS STORIES
When it was time to close its doors, Cranstoun Court Jewellers of Sun City, Arizona chose Wilkerson to handle its liquidation sale. For all involved, the sale “far exceeded expectations.” But it wasn’t the first time Wilkerson helped sell off the store’s aging merchandise. They were there 13 years before, when ownership changed hands. See how Wilkerson can help you when it’s time to liquidate or sell off aging inventory.
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