Connect with us

Shane Decker

Shane Decker: Higher Power

Don’t be shy … bring out your best. Shane Decker offers four reasons you should show everyone a high-ticket item.

mm

Published

on

HAVE YOU EVER pulled a member of your sales team aside to ask her why she didn’t try to sell a more expensive piece? Perhaps you heard one of the following in response: “They don’t want it.” “They can’t afford it.” “They’ll think I’m being pushy and never return.” Fortunately for your salespeople, the high-ticket sale is not the kind of rare occurrence that only happens in a galaxy far, far away.

Remember the original Star Wars? Luke dreamed of leaving his home to become a hero, but when it came right down to it, he was afraid. Did Obi-Wan Kenobi decide Luke’s farmboy appearance disqualified him? No. Did he believe Luke’s nonsense about not wanting to leave home? No. Did he worry about being too pushy? Absolutely not. Obi-Wan handed Luke the light saber and let Luke’s dreams and desires do the rest. So why not put a diamond in your customer’s hands and see what happens? Whether you close the sale or not, there are four reasons why showing a high-ticket item will do wonders for your store over the long haul:

Reason 1: Silent Compliment

By showing your customer a high-ticket item, you are assuming they can afford to buy it. There is no bigger compliment.

Reason 2: Free Advertising

How much do you spend each year on advertising? Every person who sees or hears your ads will have expectations of an incredible experience … and it only takes 30 seconds to ensure they get it. Even better, it’s absolutely free. As great as your merchandise may be, it can’t jump out of the case. Bring your best stuff to them.

Reason 3: Customer Education

While there are certainly exceptions, the average Joe Public is far less familiar with jewelry than almost any other product he purchases. Most jewelers know this … and yet, only one in ten educates the customer correctly. Showing a high-ticket item forces your salespeople to talk to the customer about what makes platinum special, or why the cut of a diamond is so important, or how a lab-grown emerald is different from a naturally-occurring one. By doing this, the customer’s opinion of your store rises dramatically, and your odds of closing future sales with that customer go through the roof.

Reason 4: Perceived Affordability

There’s a law of nature that it’s absolutely critical you embrace: everyone who walks through your door wants an unbelievable piece of jewelry. Unfortunately, they may not believe they can afford it. How can you change that? Get the jewelry in their hand. In the showcase, that piece of jewelry is a distant dream, something they could never have. In their hand, it becomes real … they begin to imagine themselves or their loved one wearing it. They imagine the reactions they’ll receive. And, before you know it, they’re putting something in your hand … cash!

Advertisement

Like Obi-Wan Kenobi, legendary sales heroes are those who never cease to reach for the stars … because once in a while, they’ll actually pull one down!

This story is from the March 2004 edition of INSTORE.

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].

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Is It Your Time to Enjoy Life? Wilkerson Can Get You There.

Mary and Tim Whalen, owners of Crown Jewelers in Pittsfield, Mass., wanted to enjoy life beyond their business. When they decided to retire and close shop, they asked Wilkerson to handle the sale. As long-time Wilkerson customers, Mary says she knew the company could manage all the details of the liquidation. It was also great to have “fresh eyes” on their business, says Mary, which “worked tremendously for us.” Today, the Whalens are beginning a new adventure but are quick to commend Wilkerson for helping them get there. “You have one chance to get it right,” she says about their retirement sale. “Do it right.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular