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I’ve Hyped-Up the Best but They Can’t Afford it…Now How Do I Make Everything Else Look Good Too?
January 30, 2008
The product line an independent jewelry store carries is quite different from some chain stores—we tend to have many name branded jewelry lines/designers. One of my favorite lines is Hearts on Fire, The World’s Most Perfectly Cut Diamond. A staff member who has been to Hearts on Fire University is training the other sales associates on giving a 2 minute Hearts on Fire presentation (I want everyone ready and geared up for Valentine’s Day). While they were role playing—one sales associate asked, “If the customer flinches at the price and really says, this is not something for them….How do I make everything else look just as good when I’ve gone on to talk about how important cut is (their diamonds are know for the most perfect cut meaning proportions of the diamond. These proportions allow the most light to reflect back to your eye allowing the diamond to give off an amazing amount of beauty)?
Good question…The sales associate doing the teaching said I would say, “Now my diamonds are just as beautiful, but without the pedigree and all (while being light and cute in tone.)”
Well educated sales associates want their customers to have the best and sometimes they start by hyping up a certain brand of goods or superior product line, but sometimes a customer just cannot afford it and wants to buy something for a little less. How do you back down from what you’ve said is the best? You know you want to sure as hell sell them something—so what makes your other products look just as good/sellable whether it be different clothing lines, purses, accessories, home goods?
Posted by Shanu Singh Guliani on January 30, 2008 | Comments (2)
