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Sales Truths : There is no Romance in a Diamond.

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Published

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Sales Truths : There is no Romance in a Diamond.

BY DAVID RICHARDSON

Published in the January 2014 issue.

WHY IT IS TRUE: Romance is not a measurable commodity. Romance is fundamentally in the mind and heart of the customer. What the diamond will do for them, how it will help them to achieve their specific goals and objectives, and how to make that occasion very very special.

PLAN OF ACTION: Forget about romancing the stone and examine ways you can find romance in the customer’s heart. How is he really planning to propose? How will he make this anniversary or birthday gift one she will remember for a lifetime? If he doesn’t have an idea, help him come up with one. Make sure your sales staff all have several great proposal, anniversary, birthday, as well as other celebrated holidays, Christmas, Valentine’s Day etc. stories they’re prepared to share. The chances of losing the sale through price negotiation will be significantly reduced. — DAVE RICHARDSON

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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Dave Richardson

Sales Truths : There is no Romance in a Diamond.

mm

Published

on

Sales Truths : There is no Romance in a Diamond.

BY DAVID RICHARDSON

Published in the January 2014 issue.

WHY IT IS TRUE: Romance is not a measurable commodity. Romance is fundamentally in the mind and heart of the customer. What the diamond will do for them, how it will help them to achieve their specific goals and objectives, and how to make that occasion very very special.

PLAN OF ACTION: Forget about romancing the stone and examine ways you can find romance in the customer’s heart. How is he really planning to propose? How will he make this anniversary or birthday gift one she will remember for a lifetime? If he doesn’t have an idea, help him come up with one. Make sure your sales staff all have several great proposal, anniversary, birthday, as well as other celebrated holidays, Christmas, Valentine’s Day etc. stories they’re prepared to share. The chances of losing the sale through price negotiation will be significantly reduced. — DAVE RICHARDSON

Advertisement

SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

Promoted Headlines

Most Popular