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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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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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