Even a Bad Diamond Costs a Lot
Last week a trainer from one of the brands I sell came into the store to educate my staff about their line. The trainer was a wonderful speaker—and talked much about how both men and women are scared of buying a diamond—that fear prevents them from coming into many jewelry stores. The trainer gave a story about how many men and women walk by jewelry stores in the mall and stare at all the sparkle but many times hesitate to come in together. Then, once they are in the store they say the phrase we hate most, “I’m just looking.” The trainer—also went on to say—with education we can empower them to make the decision, and by them making the decision themselves their fear can be overcome.
Unfortunately, the trainer said one of the worst sayings I’ve ever heard, and I urged my staff never to say this phrase after a customer says I’m just looking—“Well, we all know even a bad diamond costs a lot…so let me show you what to look for when the time is right.”
EVEN A BAD DIAMOND COSTS A LOT—this statement is:
- Putting the thought into the consumer’s head that there are bad diamonds out in the marketplace. I feel there are not good or bad diamonds—just different. Not everyone in this world can afford a VS to SI G-H color.
- It’s also implying that the store they are in may be carrying bad diamonds.
- Again—this statement is a one that instills distrust towards jeweler. In addition, by saying even a bad diamond costs a lot you are definitely implying some jewelers are charging more for what might be a bad diamond—which there are none of.
What do you think of this saying?
necktie commented:
you'd have to be one hell of a sales person to make a sale if you
used that as an opening comment.......obviously this so called
trainer had no idea whatsoever or was a complete
idiot.....especialy since your trying to sell diamonds on the
provision that you get what you pay for....doesnt make sense at
all.....even drug dealers have better sales strategies.
Jules Lester Rabalais commented:
WOW, what a negative. When a customer enters your store and
proclaims "just looking", be positive and thank them for looking in
your store. Once their suprise is over, without moving too fast go
to a show case near them and ask, if you could show them some of
the styles available, or even ask their opinion on a new piece you
just put in the showcase. Do not try to sell, just ask them
questions about the item you have THEM HOLDING, ask in a casual way
if this is a style they are interested in, keep trying to get as
much information as possible, sooner or later they will reveal what
they want, NOW educate them on the merchandise and your store.
Always soft sell. The sale will make itself.
John2007 commented:
It's only a guess, but it could be the case of the trainer putting
his own spin on a carefully constucted opener... "We all know
diamonds cost a lot…so let me show you what to look for when
the time is right.” Let your brand know about the trainer's
phrasing. They may want to stop the poison sooner than later.
Julian West Des Moines IA commented:
Never ever use a negative when talking to a guest or a client. Once
you have got past the greeting, if the client is looking at the
diamond showcase you could attempt to engage your guest. “A
nice diamond is one of the most fascinating things you will ever
buy. Take a look at one under a microscope and I can show you what
to look for….. “ This works better if you can place a
diamond item into the guests hand.
M. Rahm commented:
I completely agree. Was this a poor choice of words on the part of
the salesperson? Or is it the official training verbiage of that
particular brand? Hopefully other store owners will give similar
direction to their sales staff.
gehnabazaar commented:
Definately agree with you! Instead of using the term "bad", one can
always say "different grade diamonds" or "diamonds of different
characteristics".No one can term anything bad or good. After all
beauty lies in the eyes of beholder!
Hedda Schupak commented:
"Bad" is a bad word to use in a selling situation. Instead, use the
commonsense explanation of the rarity-to-value ratio and explain
why a stone with whiter color and fewer inclusions costs more than
a stone with yellower colors and more inclusions. Remember, there's
a customer for everything, and what one person wouldn't touch,
another one aspires to.
