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Why Diamond Sales Are All About Comfortable Chairs

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

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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.

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.

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Wilkerson Testimonials

After 42 Years in Business, They Chose Wilkerson to Close Up Shop

After 42 years, it was time for Gina McHugh to hang up her bench tools and plan on doing something completely different. She and her husband, Mick, had a beautiful Binghamton, NY store — The Goldsmith — but in late 2019, the time felt right for retirement. They called Wilkerson. “They’d always been a part of our bridal jewelry selection,” says Gina, “and I felt really good about their quality and service. So, when we were looking for someone to work with us, Wilkerson was a natural.” With the kind of service and support Wilkerson is known for, Gina says their sales consultants made their retirement sale, “successful and quite easy.”

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