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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 | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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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 | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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