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Dave Richardson

Millennials Want The Sizzle Before The Steak

Share romantic stories of engagement ring customers.

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Millennials Want The Sizzle Before The Steak

WHY IT IS TRUE: Statistics indicate that millennials may be initially more interested in the emotional romance/story surrounding the diamond than the diamond itself.

PLAN OF ACTION: Give them what they’re looking for by sharing romantic stories of engagement ring customers. These stories will make you look like a hero in the eyes of this potential customer. Make sure you present the stories from the viewpoint of the customer, not you the jeweler.

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Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”

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