Make Your Diamond Presentation a Celebration

Customers shopping for a diamond are riding an emotional high that fuels their desire to buy. Effective sales associates know how to harness that feeling and give customers a compelling incentive to purchase right then and there. A skillful presentation can make the difference between spurring or thwarting that emotional rush, between closing a sale or giving the customer reason to shop around. Too often, though, sales associates neglect the inciting emotion and instead turn the encounter into a commodity transaction devoid of sentiment. They inundate customers with a flood of diamond expertise. They come at them with confusing acronyms, diagrams, charts, light-beam demonstrations, comparison worksheets. They display the product in plastic, paper, or fancy gadgets that the customer finds awkward to handle. Worse yet, many retailers play disingenuous pricing games, maximizing immediate

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