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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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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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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

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.

Promoted Headlines

Most Popular