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People Don’t Want to Buy Anything

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Published

7 years ago

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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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This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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People Don’t Want to Buy Anything

mm

Published

7 years ago

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.

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Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

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