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Selling Designs: Harry Friedman

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To Sell High-End, Think High-End

When considering selling high-end or designer jewelry, we first have to start with the taste level of the salespeople. There is an expression: “Selling from your pocket.” It means it may be difficult to sell something you can’t afford yourself. Sometimes it’s just a matter of education.

Designers are artists, engineers or craftsmen, but they all have a vision to do something different, to express themselves. How a piece is made is important. The materials used are important. Details are important. This separates the best, the originals from the pretenders.

So spend some time learning about the designer or manufacturer. You’ll discover some fascinating stories. Even if the story isn’t necessary to sell a piece, your taste level and appreciation for it will be elevated, and you’ll feel better selling it. Remember, you don’t have to want a particular piece, just understand why your customer would.

But here’s the real kicker: The only true benefit to buying high-end or designer pieces is how they make you feel. One way or another, we all dream of owning nice things. Men get shaky knees looking at a Ferrari. Women drool over a pair of Jimmy Choos. This desire for nice things has been around since the first logo on a loincloth.

Women feel better sporting a 2-carat ring than a 75-pointer, period. Better clothes make you feel better, and it’s fun to drive a really nice car. No one needs any of it. But we all like to feel good. So don’t unconsciously prevent customers who have a lot of money and don’t mind spending it from doing just that!

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Harry J. Friedman, former owner of several successful retail chains, is an international retail authority, consultant, best selling author and speaker. For more information, visit thefriedmangroup.com.

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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Selling Designs: Harry Friedman

mm

Published

on

To Sell High-End, Think High-End

When considering selling high-end or designer jewelry, we first have to start with the taste level of the salespeople. There is an expression: “Selling from your pocket.” It means it may be difficult to sell something you can’t afford yourself. Sometimes it’s just a matter of education.

Designers are artists, engineers or craftsmen, but they all have a vision to do something different, to express themselves. How a piece is made is important. The materials used are important. Details are important. This separates the best, the originals from the pretenders.

So spend some time learning about the designer or manufacturer. You’ll discover some fascinating stories. Even if the story isn’t necessary to sell a piece, your taste level and appreciation for it will be elevated, and you’ll feel better selling it. Remember, you don’t have to want a particular piece, just understand why your customer would.

But here’s the real kicker: The only true benefit to buying high-end or designer pieces is how they make you feel. One way or another, we all dream of owning nice things. Men get shaky knees looking at a Ferrari. Women drool over a pair of Jimmy Choos. This desire for nice things has been around since the first logo on a loincloth.

Advertisement

Women feel better sporting a 2-carat ring than a 75-pointer, period. Better clothes make you feel better, and it’s fun to drive a really nice car. No one needs any of it. But we all like to feel good. So don’t unconsciously prevent customers who have a lot of money and don’t mind spending it from doing just that!


Harry J. Friedman, former owner of several successful retail chains, is an international retail authority, consultant, best selling author and speaker. For more information, visit thefriedmangroup.com.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Most Popular