Why it is true: People really don’t want to buy anything. If they did, they would just go buy it.

Plan of action: Potential customers in your store don’t just want a piece of jewelry — they want to solve a problem or experience something very special. If he is looking for an anniversary or birthday gift, ask him, “What have you surprised her with in the past?” Surprised is the key word, and saying it will get him focused on the real value of gifts he has given her. Diamonds and jewelry may not be “his thing,” but he knows they are hers. 

David W. Richardson CSP, Jewelry Sales Training International

This article originally appeared in the July 2017 edition of INSTORE.


A Worry-Free Way to Close Shop

Ron Pierro, owner of Pierro's Jewelers in Brandenton, Florida, chose Wilkerson to run his going out of business sale. From marketing to on-site sale management, Wilkerson did it all--giving Ron the kind of closure that only comes from trusting the best. Wilkerson.


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