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The Most Powerful Word in Jewelry Sales

No, it’s not “free”.

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NO, IT’S not “free” (although that’s always a good one, too!). It’s “you.”

Too many salespeople present their merchandise as if the customer is buying it because it’s a particular quality, style or brand. Yes, customers do want all of those things, but their motive for buying, as we all know, is rooted much deeper than that. Every customer’s motivation stems from the way they believe they will feel from either wearing the item or giving it away to someone they care about.

That’s why the best salespeople – and advertisers – do everything they can to connect the customer with those feelings of fulfillment, and to make the store’s product the required ingredient for achieving those feelings.

My former employer, Roy Williams (author of The Wizard of Ads), taught all of us copywriters to begin each radio ad by putting the listener into a situation that conjures powerful positive emotions. We would write about the moment that the listener would propose to the love of his life, and she’d say yes immediately, primarily because of the name on the little box that the ring was inside of. Or we’d talk about the listener going out with friends while wearing a self-purchased piece of jewelry unlike any other, one that fit her personality exactly, one that all of her friends would be talking about.

The same principle holds true in sales. My friend Shane Decker says that some of the most powerful closes are reassurance closes, or statements that reassure the customer of the emotional power of the jewelry piece. “She’s going to love you for this” … “She’ll never take it off” … “Your only regret will be that you didn’t do this sooner” … all of these tell the customer, in subtle fashion, that this piece of jewelry will result in their happiness. And when you get right down to it, that’s all they really care about.

So yes, know your gems and metals inside and out. Understand the brands you carry and the stories and inspirations of the designers. Be able to explain the features and benefits of each piece you sell. But remember, none of it matters unless you connect all of those things inextricably with an emotional result. It has to start and end with “you.”

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This story is an INSTORE Online extra.

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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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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