Tuesday, 28 February 2012
The Secret of Selling More
Psssst …. Wanna know a secret? The secret to selling more is … wait for it … selling more. I read a recent article by Seth Godin about things that are bought and things that are sold. I believe that most jewellers have both items in the same store.
When I briefly worked for Peoples, the $99 diamond heart pendant was always something that people came in and bought. I didn’t have to be particularly clever to close that sale. It was my job to sell them something else more precious. Silver charm-beads are bought. Gold charm-beads are sold. Entry-level engagement rings are bought, premium designer engagement rings are sold.
Now consider this plot twist: Internet retailers by necessity have to sell things that are bought, because it’s 10-times harder to sell something without personal contact. More next time…