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Shane Decker: Stones! They’re Objects of Desire, Wonders of Nature …

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The right choice of words is the mark of a pro.

On Sales Strategies: The Secret to Winning Over Mr. Grumpy? Hot Coffee

The right choice of words is the mark of a pro

BY PETER CANNELLA

Shane Decker: Stones! They’re Objects of Desire, Wonders of Nature …

Published in the February 2013 issue.

Fairly recently, a highly reputable jewelry store owner advertised on the radio he had traveled to the Far East to personally select the finest “stones” available within the precious gem market. Does this catch your attention? It grabs mine but not in the way the owner intended. I could go out in my backyard and find stones. But could I find gems? Not likely.

Gems are not “stones.” They are wonders of nature. Do you really believe your customer wants to propose and celebrate with the gift of a “stone?” No! If you are a rockhound, it’s a stone.

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You are a jewelry professional, and you need to romance the gem and not the stone. You need to create images and desire in your customer’s mind by using carefully chosen adjectives and adverbs to sketch a lucid picture of the gem.

Everyone uses the word “pretty.” When you use it, it diminishes the ruby you are showing to the level of your competitor on the other side of the mall. So don’t use the word, “pretty.” Rather, the ruby is “the king of gems.”

If your ruby is origin certified, you can sketch a picture of the gem being mined in the age-old, inhospitable Mogok region in Burma where the world’s richest, finest, ravishing pigeon-blood rubies have been unearthed. This conjures up images of Indiana Jones battling curses and booby traps to save the day and bring the ruby out to adorn a woman’s hand or neck.

If your customer says “stone,” don’t tell him it’s a gem and not a stone. Continue on with your gem presentation building features and benefits.

Here are some words you can use to become a gem artist: captivating, dancing, luscious, warm, striking, powerful, eye-catching, fabulously vivid, twinkling and rich. Practice using these words until you become so comfortable using them that they flow out of your mouth in a silky, natural and highly convincing manner.

It’s also critical to have at least some gem history and trivia at your fingertips. To know and share unique information builds customer confidence in you. Would it be powerful to tell your opalshopping customer that many opal miners in Coober Pedy, Australia, live underground in the summer to escape the desert heat? In fact, “Coober Pedy” comes from the local aboriginal language for “white man underground.”

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If you can elevate your presentation to a new level and permanently discard the use of “stone,” you will create a fun yet professionally memorable experience for your customer. And, they will buy from you.

You need to romance the gem, not the stone, by using carefully chosen adjectives and adverbs.


Peter Cannella is a 27-year industry veteran having held positions in sales, store and district management. He is currently the fine jewelry manager at Belk’s in Atlanta, GA.

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Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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Shane Decker

Shane Decker: Stones! They’re Objects of Desire, Wonders of Nature …

mm

Published

on

The right choice of words is the mark of a pro.

On Sales Strategies: The Secret to Winning Over Mr. Grumpy? Hot Coffee

The right choice of words is the mark of a pro

BY PETER CANNELLA

Shane Decker: Stones! They’re Objects of Desire, Wonders of Nature …

Published in the February 2013 issue.

Fairly recently, a highly reputable jewelry store owner advertised on the radio he had traveled to the Far East to personally select the finest “stones” available within the precious gem market. Does this catch your attention? It grabs mine but not in the way the owner intended. I could go out in my backyard and find stones. But could I find gems? Not likely.

Gems are not “stones.” They are wonders of nature. Do you really believe your customer wants to propose and celebrate with the gift of a “stone?” No! If you are a rockhound, it’s a stone.

Advertisement

You are a jewelry professional, and you need to romance the gem and not the stone. You need to create images and desire in your customer’s mind by using carefully chosen adjectives and adverbs to sketch a lucid picture of the gem.

Everyone uses the word “pretty.” When you use it, it diminishes the ruby you are showing to the level of your competitor on the other side of the mall. So don’t use the word, “pretty.” Rather, the ruby is “the king of gems.”

If your ruby is origin certified, you can sketch a picture of the gem being mined in the age-old, inhospitable Mogok region in Burma where the world’s richest, finest, ravishing pigeon-blood rubies have been unearthed. This conjures up images of Indiana Jones battling curses and booby traps to save the day and bring the ruby out to adorn a woman’s hand or neck.

If your customer says “stone,” don’t tell him it’s a gem and not a stone. Continue on with your gem presentation building features and benefits.

Here are some words you can use to become a gem artist: captivating, dancing, luscious, warm, striking, powerful, eye-catching, fabulously vivid, twinkling and rich. Practice using these words until you become so comfortable using them that they flow out of your mouth in a silky, natural and highly convincing manner.

It’s also critical to have at least some gem history and trivia at your fingertips. To know and share unique information builds customer confidence in you. Would it be powerful to tell your opalshopping customer that many opal miners in Coober Pedy, Australia, live underground in the summer to escape the desert heat? In fact, “Coober Pedy” comes from the local aboriginal language for “white man underground.”

Advertisement

If you can elevate your presentation to a new level and permanently discard the use of “stone,” you will create a fun yet professionally memorable experience for your customer. And, they will buy from you.

You need to romance the gem, not the stone, by using carefully chosen adjectives and adverbs.


Peter Cannella is a 27-year industry veteran having held positions in sales, store and district management. He is currently the fine jewelry manager at Belk’s in Atlanta, GA.

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After 139 Years, A Family Legacy Finds Its Perfect Exit With Wilkerson.

When third-generation jeweler Sam Sipe and his wife Laura decided to close Indianapolis’ historic J.C. Sipe Jewelers, they turned to Wilkerson to handle their retirement sale. “The conditions were right,” Sam explains of their decision to close the 139-year-old business. Wilkerson managed the entire going-out-of-business sale process, from marketing strategy to sales floor operations. “Our goal was to convert our paid inventory into retirement funds,” notes Sam. “The results exceeded expectations.” The Sipes’ advice for jewelers considering retirement? “Contact Wilkerson,” Laura says. “They’ll help you transition into retirement with confidence and financial security.”

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