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Zen Jeweler: On The Folly of Being Rational

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Do gamblers gamble to lose? They don’t think so. But the odds are against them winning. 

Do jewelers gamble on the belief that their customers are making rational decisions? Yes, we do. We expect them to hear what we say and make cold, sensible, rational choices. Concerning the most emotional purchase on the planet. 

It’s time to bring emotion, pure emotion, to the sales floor. Stop expecting sense, and expect senses. Stop talking about deadlines and talk about eternity. Stop telling them about your finance options and tell them about the time you surprised your own loved one with a great gift. Is your store missing the fire it once had? Well, weren’t you once the spark? Go get ’em, Sparky!

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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Zen Jeweler: On The Folly of Being Rational

mm

Published

on

Do gamblers gamble to lose? They don’t think so. But the odds are against them winning. 

Do jewelers gamble on the belief that their customers are making rational decisions? Yes, we do. We expect them to hear what we say and make cold, sensible, rational choices. Concerning the most emotional purchase on the planet. 

It’s time to bring emotion, pure emotion, to the sales floor. Stop expecting sense, and expect senses. Stop talking about deadlines and talk about eternity. Stop telling them about your finance options and tell them about the time you surprised your own loved one with a great gift. Is your store missing the fire it once had? Well, weren’t you once the spark? Go get ’em, Sparky!

Advertisement

SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

Promoted Headlines

Most Popular