Connect with us


Some Couples Like the Steak Before the Sizzle




Why it is true: Some couples are “significantly compliant” buyers if you show them the outcome first.

Plan of action: In the selling process, jump to the end and paint a picture of the outcome; show them how fantastic their lives will be once they have made their engagement ring investment. Get them talking about how they met, some of the wonderful things they have done together and what their plans are for the future. Do so and you may have a customer for life.

David W. Richardson CSP, Jewelry Sales Training International

This article originally appeared in the September 2017 edition of INSTORE.

Continue Reading


Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

Promoted Headlines

Most Popular