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…
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