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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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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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