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People Don’t Want to Buy Anything

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Why it is true: People really don’t want to buy anything. If they did, they would just go buy it.

Plan of action: Potential customers in your store don’t just want a piece of jewelry — they want to solve a problem or experience something very special. If he is looking for an anniversary or birthday gift, ask him, “What have you surprised her with in the past?” Surprised is the key word, and saying it will get him focused on the real value of gifts he has given her. Diamonds and jewelry may not be “his thing,” but he knows they are hers. 

David W. Richardson CSP, Jewelry Sales Training International


This article originally appeared in the July 2017 edition of INSTORE.

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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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People Don’t Want to Buy Anything

mm

Published

on

Why it is true: People really don’t want to buy anything. If they did, they would just go buy it.

Plan of action: Potential customers in your store don’t just want a piece of jewelry — they want to solve a problem or experience something very special. If he is looking for an anniversary or birthday gift, ask him, “What have you surprised her with in the past?” Surprised is the key word, and saying it will get him focused on the real value of gifts he has given her. Diamonds and jewelry may not be “his thing,” but he knows they are hers. 

David W. Richardson CSP, Jewelry Sales Training International


This article originally appeared in the July 2017 edition of INSTORE.

Advertisement

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular