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Dave Richardson

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

Keep your focus on the item.

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

The Neatest Trick You’ve Ever Seen for Selling a WatchWHY 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.

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

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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