Selling to an Overeducated Customer



Q: How do you deal with know-it-all customers? —Linda Breakiron, owner, Breakiron Jewelers, Erie, Pa.A: “Customers come in with a lot of information. I’ve even had some people come in with a folder full of documents and printouts. We don’t belittle them as it’s obvious there’s been a fair amount of researching and studying of information online. In a sales presentation, we determine what sort of product knowledge they possess. Once that’s established, we attempt to share our education and experience to separate fact from fiction in the knowledge and information they’ve garnered. Most people are smart enough to know the difference.” Stuart Benjamin, co-owner, Stuart Benjamin & Co., San Diego“The biggest problem out there is a lot of the misinformation customers have from other jewelers, such as white gold is better than platinum. It’s our job to know the facts. A
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