Thursday, 18 October 2012
Never, never, NEVER prejudge!
Yesterday was a good reminder to ever prejudge a visitor to your store. After giving the store’s young sales professional a price on an $1,800 pendant for a client, I walked away assuming that the price was more than she would be willing to spend. Lilian and the young sales professional who had sold the same lady a 1.5ct diamond previously continued to show her beautiful jewels until she fell in love with an amazing $15,000 emerald and diamond ring. She was middle-aged lady dressed very casually, with no Louis Vuitton purse, no bling, no appointment and browsing alone.
I should know not to prejudge. I sold two gold Rolex watches for over $50,000 to a gentleman dressed in jeans and work-boots. It turns-out that he and his partners had just sold their industrial tank manufacturing business, and had all just received a massive pay-day. In fact, I’d have to say that the best dressed and flashiest shoppers have not been responsible for most of my largest retail sales.
That’s why I always recommend selling from the top-down, no matter who you’re talking to. When you begin selling at the top of your offerings, sometimes you’ll end-up there!