Categories: Dave Richardson

Sales Truths: Men Hoard Points to Overcome Unexpected Challenges

WHY IT’S TRUE Whether it’s football, basketball, baseball, or any sport for that matter, it’s all about points. Whether it is points scored, the point spread, or just getting strokes on the golf course, men are inherently focused on points. Men believe they can build points to avoid or even escape the proverbial doghouse.

PLAN OF ACTION The guy who stayed way too long playing cards with his buddies at the golf course is now seriously in the doghouse and needs a nice gift to extricate himself. He knows from experience the look he’s going to get at home when he walks through the door but is convinced that he can immediately build some points with a nice piece of jewelry. When he explains the situation, you might respond with a twinkle in your eye by saying, “Sounds like you need to build some points, and fast.” Now he knows that you understand. He may not buy the most expensive piece in the store, but he’s almost sure to buy something.

[span class=note]This story is from the October 2010 edition of INSTORE[/span]

Dave Richardson

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.