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Sales Truths: People Don’t Buy Jewelry. They Buy What Jewelry Will Do For Them

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PEOPLE DON’T BUY JEWELRY. THEY BUY WHAT JEWELRY WILL DO FOR THEM. 
 
WHY IT’S TRUE: A man buying a diamond engagement ring isn’t buying a ring. Rather, the moment when he is on his knee proposing marriage. The customer buying an expensive gold watch is not really buying a timepiece. Rather, he’s buying higher status and a better image.  
 
PLAN OF ACTION: Stop selling diamonds and jewelry. Instead, start thinking about helping your customer reach a particular objective in life. Ask questions that clue you into their “wants.” The customer may tell you he needs an anniversary gift but, what he really wants is to surprise her with something very special. If the customer isn’t forthcoming, don’t be afraid to be direct and say “So what’s your goal here with this purchase?” Even the customer who is price shopping has a gut-level want. Your job is to figure out what it is.

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Wilkerson Testimonials | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

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Dave Richardson

Sales Truths: People Don’t Buy Jewelry. They Buy What Jewelry Will Do For Them

mm

Published

on

PEOPLE DON’T BUY JEWELRY. THEY BUY WHAT JEWELRY WILL DO FOR THEM. 
 
WHY IT’S TRUE: A man buying a diamond engagement ring isn’t buying a ring. Rather, the moment when he is on his knee proposing marriage. The customer buying an expensive gold watch is not really buying a timepiece. Rather, he’s buying higher status and a better image.  
 
PLAN OF ACTION: Stop selling diamonds and jewelry. Instead, start thinking about helping your customer reach a particular objective in life. Ask questions that clue you into their “wants.” The customer may tell you he needs an anniversary gift but, what he really wants is to surprise her with something very special. If the customer isn’t forthcoming, don’t be afraid to be direct and say “So what’s your goal here with this purchase?” Even the customer who is price shopping has a gut-level want. Your job is to figure out what it is.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

Promoted Headlines

Most Popular