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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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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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