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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.


Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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When Liquidation Is the Best Option, This Legendary Jeweler Chose Wilkerson

George Koueiter & Sons Jewelers, a 65-year old jewelry institution in Grosse Pointe, MI, had always been a mainstay in this suburban Detroit community. But when owners George and Paul Koueiter were ready to retire, they made the decision to close rather than sell. “We decided our best option to do the liquidation sale was Wilkerson,” says Paul Koueiter. The results, says George Koueiter, exceeded expectations and the process was easy. “Wilkerson just kept us in mind,” says George. “They never did anything without asking and whatever they asked us to do was just spot on.”

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