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Shane Decker

How Not to Sound Like Everybody Else When You Sell Diamonds

Expand your vocabulary to craft a sales pitch worthy of a diamond.




How <em>Not</em> to Sound Like Everybody Else When You Sell Diamonds

IF YOU’VE BEEN SELLING for a while, one of the biggest problems you may face is that your diamond presentations can become monotone, robotic, simple, old, boring, habitual, repeated, and non-enthusiastic. We have to kick the kindergarten vocabulary out (that means words like “pretty,” “gorgeous,” “nice stone” and “beautiful”). These are the words everybody else uses. If you want to be better than everybody else, you have to create enthusiasm and romance the diamond.

Let’s take a moment to recall just what it is that makes diamonds so special and valued across time, space and cultures. The experts tell us they are about 3.4 billion years old. They were first discovered more than 3,000 years ago in India, but diamonds have a history that transcends time. In fact, time’s only enemy — the only thing it can’t break down — is diamond.

When we sell diamonds, we sell feelings and emotions. We sell life, love, forgiveness, time, hope, commitment, trust and memories. When you give a diamond, you don’t have to say a word. It will do all the talking for you. They are treasured, wanted, and timeless. Diamonds are the smallest, purest transportable form of negotiable wealth known to man. In ancient Greece, kings wore diamonds as a status symbol, just as people do today. They also wore them because they are virtually indestructible, a symbol of strength and invincibility. The word diamond comes from the Greek word “adamas,” which means “unconquerable.” Name another product that is worn 24 hours a day, seven days a week, for 40 years and — when worn with a little respect — is still just like it was the day it was purchased. You can’t!

Diamonds also symbolize purity, the chosen stone for the bride. How did diamond become the symbol of matrimony? In 1477, the Archduke Maximilian of Austria gave a ring to Mary of Burgundy with diamonds set in the shape of the letter “M.”


Today, the diamond engagement ring is one of the single largest purchases a person will make in his lifetime. So shouldn’t you know its history and how to romance it? When a customer buys a diamond ring in your store, it should be a day he or she will never forget, and it’s your responsibility to make sure that happens.

As you can see, “pretty” and “nice stone” just don’t cut it when describing diamonds. Over the years, I’ve described diamonds as:

  • A rare marriage of fire and ice.
  • A violent collision of light and energy.
  • It inhales light and breathes fire.
  • Cut by someone with hands as skilled as a surgeon.
  • Crystallized intensity.
  • The epitome of nature and the craftsmanship of man.
  • White-hot.
  • Faceted angel dust.
  • Girl’s best friend and man’s best weapon.
  • Explosive.
  • Night light.
  • They do their best work in dimly lit places.
  • Mother Nature’s love affair with light.

I hope you are getting the picture. Escape your old vocabulary box and stretch a little. Don’t be a robotic salesperson, and do not get desensitized to all the reasons people come into your store. Make their day extra special. If you don’t sound like everyone else selling diamonds, your closing ratio will rise.

Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at [email protected].



Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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