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!
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.