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When a Man Worries That His Wife Doesn’t Like Jewelry, Sell Him One of These Four Staples

When a male client worries that his wife doesn’t like jewelry, sell him one of these four products.

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THIS ARTICLE IS FOR the salesperson who has ever heard this statement: “She doesn’t like jewelry,” or “My wife doesn’t like anything I buy her.” (Do not reply, “Well, what the crap are you doing in here?” even though you’re probably thinking it!)

The truth is that this client has never had anyone wait on him who had his wife’s best interests in mind. He may have previously purchased a low quality piece of jewelry elsewhere without knowing it. In reality, she probably told him “I don’t really like jewelry” to protect him from making a mistake again.

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Your reply should be, “I’m so glad you came in and are giving jewelry another chance. Every woman likes jewelry when it’s the right jewelry.”

After the engagement ring sale, there are particular items that every woman needs and wants that I call “the staples.” Too many salespeople don’t seem to understand this, but that’s where you start with this client. (If you don’t believe me, just ask your current clients about how their jewelry collections evolved!)

These are “the staples” and here’s the order in which you should sell them:

1. Diamond studs – women do not return diamond studs. And by the way, the new standard is two carats total weight.
2. Diamond pendant
3. Diamond bracelet
4. The diamond right-hand fashion ring

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When a gentleman says she doesn’t like jewelry, listen and then ask, “Have you bought her the first piece of jewelry that a woman wants after her engagement ring?” He’ll say, “What is that?” Smile and say, “All women want a pair of diamond studs.” (Don’t assume he wants a small pair, either; he may have bought her a small pair of low-quality earrings and she didn’t like them!)

It’s quite possible that he’s never had anyone educate him on jewelry before. Explain to him that most women would rather own a few high quality pieces than lots of low quality pieces. If she’s already got studs, present the diamond pendant; if she’s got a pendant, show him the bracelet, etc.

He needs reassurance that you will help him with his decision. Become his trusted professional jewelry shopper. He wants to buy jewelry, or he wouldn’t be in your store. Nothing says “I love you” like jewelry. So be proactive with this client and really listen to his needs and wants. Once she owns the entire set of diamond jewelry, he’ll be a more confident jewelry buyer, and I doubt very much that he’ll still be saying, “She doesn’t really like jewelry”!

Change this client’s experience this year. Remember, his experience is more important than the product he purchases. The more professional you are and the better your attitude, the more he will become a person who wants to shop with you every time he comes in. Always be world-class friendly; you’ll win lifelong clients and awesome online reviews.

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After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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