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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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He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

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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

He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

Promoted Headlines

Most Popular