Sales Truth

Why Diamond Sales Are All About Comfortable Chairs

The better the chair, the more likely the client is to buy.

Published

5 years ago

February 24, 2020

Dave Richardson Instore March 2020 Issue

WHY IT IS TRUE: Comfortable chairs in your showroom and private diamond rooms are important. The longer customers sit in comfortable chairs, the longer they will stay, and the greater your opportunity to close the sale.

PLAN OF ACTION: These customers are here to make a decision that will change their life forever. Make sure your showroom is one in which they feel not only comfortable, but very confident.

Windsor Jewelers: Building for Tomorrow with Wilkerson

After 43 years in the jewelry industry, Windsor Jewelers' President Rob Simon knows the value of trusted partnerships. When planning a store expansion in Winston-Salem, North Carolina, he turned to Wilkerson to transform existing inventory into construction capital. "There have been very few companies I've dealt with that I totally trust," Simon shares. "Wilkerson understands their success is 100% based on your success." The partnership enabled Windsor to fund new showcases and construction while maintaining their position as their community's premier jeweler. For Simon, the choice was clear: "Over the years, I've been abused in every direction there is by different people in this industry, so I know what to avoid. One company not to avoid is Wilkerson."