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Some Couples Like the Steak Before the Sizzle

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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.

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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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Some Couples Like the Steak Before the Sizzle

mm

Published

on

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.

Advertisement

Advertisement

SPONSORED VIDEO

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.

Promoted Headlines

Most Popular