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Shane Decker

The Real Truth Behind 3 of the Most Common Objections You’ll Hear

Customers speak in code: understand it to close more sales.




EVERY JEWELER RECOGNIZES these three often-heard objections, but do they know how to handle them? If not, the sale is dead. But if you listen for the hidden meaning behind these customer words, you’ll understand that they’re in your store to buy something, and they just need a little help from you. Here are the objections, followed by what these clients are really thinking.

“I’m Just Looking.”

What it really means is:

➤ When I find it, I’m gonna buy it.

➤ I’m shopping.

➤ Help me find what I want.

➤ The last place I was at, they let me “just look” right out the door.

➤ Customer service is very important to me.

➤ I want to become your personal client.

“This is the First Place I’ve Been.”

What it really means is:

➤ I came to the best first.

➤ Can you help me find this?

➤ I’m in a hurry.

➤ I just started looking.

➤ I am a destination shopper on a mission.

➤ This store always takes care of me.

➤ I feel very important here.

➤ My wife told me you have what she wanted.

➤ I trust your shop.

➤ I came here because of a referral.

➤ I want to be closed.


“I’ll Be Back.”

What it really means is:

➤ I’m not coming back. (93 percent of clients who say they’ll be back never come back; 50-70 percent buy within the first two hours after leaving your location.) ➤ I was not closed.

➤ You made the presentation about you, not me.

➤ You got too technical (or not technical enough).

➤ You did not ask me enough questions (sale-specific and/or relationship-building).

➤ My objections were not handled.

➤ You ignored me when I came in — or I felt pre-judged.

➤ You lack the product knowledge I needed to make a decision.

➤ You didn’t close properly all the way through and reassure me about my purchase.

➤ You didn’t have what I wanted. (This is the only justifiable excuse.)

➤ You didn’t prove your product was worth it by using value-added statements.

➤ You didn’t listen to my real needs.

And when clients leave your store empty-handed, they are probably thinking:

1) There’s something wrong with it.

2) You (the salesperson) didn’t seem to like their choice.

3) You weren’t telling the truth.

4) It was marked up too high.

5) You were very unprofessional.

6) You sold out of your own pocketbook, not mine.

These three objections are some of the easiest to handle if you do it correctly. In all of these cases, the client should have been team-sold. Remember: Clients buy the experience more than they buy the product. The better they are treated, the higher the closing ratio.

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].



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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