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Every jewelry salesperson knows you shouldn’t prejudge a customer.

But lots of people, well-intentioned as they may be, do so without realizing it.

In the video below, marketing specialist Jimmy DeGroot explains that when someone comes in and doesn’t look like your “ideal customer,” your body language and word choices often reveal your true thoughts.

The truth is, you don’t know how much a person might be ready to spend. Focus on building relationships with your customers rather than prequalifying them, and you never know what might blossom.


You Might Be Pre-Judging Customers Even Though You Don’t Mean To

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After 139 Years, A Family Legacy Finds Its Perfect Exit With Wilkerson.

When third-generation jeweler Sam Sipe and his wife Laura decided to close Indianapolis’ historic J.C. Sipe Jewelers, they turned to Wilkerson to handle their retirement sale. “The conditions were right,” Sam explains of their decision to close the 139-year-old business. Wilkerson managed the entire going-out-of-business sale process, from marketing strategy to sales floor operations. “Our goal was to convert our paid inventory into retirement funds,” notes Sam. “The results exceeded expectations.” The Sipes’ advice for jewelers considering retirement? “Contact Wilkerson,” Laura says. “They’ll help you transition into retirement with confidence and financial security.”

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