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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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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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

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular