WHY IT’S TRUE: During the course of the sale, customers will frequently express their interest in an item with a statement such as, “I think she would really like that.” This is a very clear buying signal and represents a great opportunity to use the “either-or close.”
PLAN OF ACTION: Respond by offering the customer two options that will meet their needs and close the sale. To someone who is buying a gift you might say, “Great, why don’t I gift wrap this for you?” To someone purchasing for herself say, “Would you like to wear it or would you rather have me place it in one of our beautiful boxes?” Their response will automatically close the sale.
This article originally appeared in INSTORE in November 2008.
JEWELER SUCCESS STORIES
Wilkerson Steps in When It’s Time to Step Back
Jim Russell of Stein Jewelry in Madison, Mississippi, says Wilkerson seamlessly handled the sale that let him and his wife “do the things that we have always wanted to do.” Trust Wilkerson to handle your end of business sale—they’ll be there every step of the way.
Latest Know How Stories
- What Legacy Will You Leave As a Jeweler? Here's What Your Peers Say
- Can You Afford to Close Your Store for Extended Time? Here's What Other Jewelers Say
- When a Longtime Employee and Family Friend Steals from a Store and Vanishes, How Should the Owners Handle It?
- Two Ways to Keep From Discounting an Item
- Like the Tires of a Car, One Flat Salesperson Can Ruin the Experience