10 Most Common Mistakes Retailers Make in Selling Diamonds

These are the “Top 10” classic mistakes that jewelry salespeople make when trying to sell diamonds, according to various industry experts interviewed by JCK: Not establishing your store “brand” before trying to sell to the customer. “The first thing you need to do with any customer is to 'sell' them your integrity, knowledge, experience, willingness to serve them, and anything else you bring to the counter. You need to sell your store brand and show them why they should buy from you instead of someone else.” – Terry Chandler Not conveying energy and excitement to the customer during the sales presentation. “You can't have an agenda; you need to be passionate about the job and the product, and truly happy for the customer. We get to sell to them during the happiest times of their lives. If you're not excited for them, you're in the wrong busin

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