IN THE KNOW
October 2024
Let's Make The Sale
Aleah Arundale
THE 2ND MARRIAGE MARKET IS HUGE! Why not go after it?
Seniors love beautiful goods and have an eye for quality that millennials often don’t have. Why not encourage seniors to trade in for a trade up? Men of all ages want to show their love for their spouse. Why not renew the sparkle in their marriage with a beautiful piece of jewelry?
WHY YOU SHOULD ADVERTISE TRADE-UPS
The 2nd ring is a BIGGER SALE.
2nd marriages and Trade-ins are often larger diamonds
Older couples have more money
Older couples are more likely to want a real diamond
Older couples are often easier to deal with
YOUR DIAMOND
David of David’s Jewelers in Alabama has a great sales tip. Put the ring on the client’s finger in the first minute of conversation. As you talk about the diamond, start referring to the diamond as “YOUR DIAMOND” and pretty quickly in the customer’s mind it will be.
MAKE IT ABOUT Her
A great way to sell emotion is to MAKE IT ABOUT HER. Many guys can not tell you her favorite color, but he can talk about her hobbies, her job, and her interests. Get him talking about her. This is good for two reasons. First, it lets you know more about her taste so it becomes easier for you to know which piece of jewelry she will like most. Second it makes him realize all the many wonderful things he loves about her, prompting him to spend more.
TALK ABOUT The Occasion
Another way to sell emotion is to MAKE IT ABOUT THE OCCASION. Talk about how special and meaningful Christmas can be. Talk about how a birthday celebrates the day a person enters this world. Talk about how lucky they are to be getting engaged and how special it is when you meet the person of your dreams. The more important the event becomes, the less the price matters.
MAKE THEM Feel Unique
Try to make the customer feel special by PROMOTING RARITY. Try sales lines like these to create rarity.
“Only the top 1% of women own an engagement ring over a carat.” “Each diamond is hand selected with you in mind.” “She will have a unique piece of jewelry that you cannot find anywhere else.” “It takes more than 250 tons of diamond containing earth just to find a one carat rough diamond.”
Everyone wants to feel special. Make your customer feel unique and they will buy from you.
PEOPLE LOVE A STORY
A good way to sell emotion is by being a great storyteller. People buy the story, not the jewelry. Each piece of jewelry in your case should have a compelling story to help the sale.
Jye’s
JEWELRY IS Forever...
What else can you wear for 100 years? People need art and beauty in their lives. Believe more in jewelry and diamonds and you will sell more. Did you know the diamond industry supports 10 million people around the world? It’s easy to sell something when you believe in your product.
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