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

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.