Romance Your Jewelry Customers

…and eliminate many price objections!

Customers tend to focus on logical reasons to make a purchase, such as price and quality but the driving force behind their decision often lies in emotional reasons Incorporating romantic and descriptive words into your presentation will encourage your customers to focus on the gift, the recipient, and the occasion, rather than focusing on the price When you use descriptive terms combined with talking about the occasion and the recipient, you are focusing on the benefits and the customer becomes emotionally involved and the price becomes secondary.

When you only speak in terms of features, such as 10k & 14k gold, your customer will focus on the price, and will shop around to find the best price. When you say something like, “How thrilled will she be when you put this Anniversary ring on her hand this Valentine’s Day?”, your customer will become emotionally invested.

Even though it’s Valentine’s Day, make sure to ask for the reason they are shopping and who they are shopping for since they may be shopping for a Birthday, Anniversary, Quinceanera, etc They may be making a jewelry purchase for status or prestige or just to treat themselves Whatever the occasion, use descriptive terms in your sales presentation to appeal to your customers emotions, get less price objections, and close more sales!

- Greg Weiss, AJP, G G (GIA), Director of Jewelry Operations