How I Lost That Sale

Watch your mouth! Tasteless jokes. Thoughtless remarks. Telling a customer what he or she needs. Such blunders can cost you business—repeatedly. JCK recently polled scores of jewelers across the country to find out whether they’d ever committed a faux pas that cost them a sale. More than half the respondents (54%) said yes. Their stories spotlight the pitfalls of speaking before thinking. Who was that lady? Royal Air Force pilots used to have a toast: “Here’s to our wives and girlfriends—may they never meet.” That’s worth remembering in jewelry stores, too, because jewelers often mistake one for the other. A Missouri jeweler, for example, made the faux pas of assuring a man buying a jewelry gift, “Your wife will love this.” The gift was for his girlfriend. No sale. At William Crow Jewelry in Denver, a saleswoman sold a bracelet to a man for a Christmas gift. Whe

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