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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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Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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