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Selling Designs: Harry Friedman

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Selling Designs: Harry Friedman

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

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Selling Designs: Harry Friedman

mm

Published

on

Selling Designs: Harry Friedman

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.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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