Dave Richardson

The Neatest Trick You’ve Ever Seen for Selling a Watch

Keep your focus on the item.

Published

6 years ago

December 20, 2017

Dave Richardson Instore January 2018 Issue

The Neatest Trick You’ve Ever Seen for Selling a Watch WHY IT IS TRUE: The way you remove a watch from the case, for example, and hand it to the customer sends a message to the customer about the significant value of that watch.

PLAN OF ACTION: Placing the watch on a glass countertop with one hand sends a signal to the customer that this watch is lower value. Holding the watch carefully with a Selvyt cloth and presenting it with both hands to the customer sends an entirely different message. Have your sales staff select a watch and, with both hands and a Selvyt cloth, hand it to someone else. Remind them to keep their attention focused on the piece they are presenting; this will draw their customer’s focus to the item.

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Dave Richardson

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”