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What to Say to the Customer Who Comes In with a Printout

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What to Say to the Customer Who Comes In with a Printout

“I’m glad you researched this; it’s going to make my job easier.”

When to say it? To the customer who says “I saw it on the Internet for less.”

Why say it? It’s a compliment and re-establishes your ground as the expert. Go on to inform your customer that each of your diamonds has been personally selected, and that each has to meet strict tolerances. Remind them further that diamond buyers purchase based on beauty, not lab report criteria — that two diamonds with similar characteristics can appear totally different to the naked eye.

Source: Shane Decker

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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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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