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Zen Jeweler: On The Folly of Being Rational

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Published

16 years ago

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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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You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”

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Zen Jeweler: On The Folly of Being Rational

mm

Published

16 years ago

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!

Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”

Promoted Headlines

Most Popular