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True Tales: The Jewelry Test Drive

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The customer opened the jewelry box and found nothing inside. Except for a short, but thrilling, note.A woman came in looking for an anniversary gift. She liked some opal pieces and asked to look more closely at a pendant and opal earrings. She left, saying she would try to get her husband to come in and look at them. My wife, Georgiann, figured that she was having trouble getting her husband to come in, so she suggested the customer take the earrings out for a ?test drive?. “See if he notices,” she said. The customer was pleased and went out of the store wearing them. Just two hours later, the husband came in asking if someone knew which of the pieces — the pendant or earrings — his wife preferred. Georgiann laughed and told him the story of the “test drive”. He laughed and asked what he should do, since he couldn’t give her what she was wearing … and he couldn’t afford both. Georgiann told him: “I’ll wrap a box and we’ll let her think you picked up something else. But just so it’s not empty, I’ll include a note.” He loved the idea, paid for the earrings and went out of the store smiling broadly. I asked my wife what was on the note. She said she had written “Test drive over. They’re yours.”
 
CHARLES B., EUGENE, OR 

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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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True Tales

True Tales: The Jewelry Test Drive

Published

on

The customer opened the jewelry box and found nothing inside. Except for a short, but thrilling, note.A woman came in looking for an anniversary gift. She liked some opal pieces and asked to look more closely at a pendant and opal earrings. She left, saying she would try to get her husband to come in and look at them. My wife, Georgiann, figured that she was having trouble getting her husband to come in, so she suggested the customer take the earrings out for a ?test drive?. “See if he notices,” she said. The customer was pleased and went out of the store wearing them. Just two hours later, the husband came in asking if someone knew which of the pieces — the pendant or earrings — his wife preferred. Georgiann laughed and told him the story of the “test drive”. He laughed and asked what he should do, since he couldn’t give her what she was wearing … and he couldn’t afford both. Georgiann told him: “I’ll wrap a box and we’ll let her think you picked up something else. But just so it’s not empty, I’ll include a note.” He loved the idea, paid for the earrings and went out of the store smiling broadly. I asked my wife what was on the note. She said she had written “Test drive over. They’re yours.”
 
CHARLES B., EUGENE, OR 

Advertisement

SPONSORED VIDEO

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.”

Promoted Headlines

Most Popular