[Jewelry making - Article 00077] - Re: [Orchid] Friendly atmosphere in a jewelry store?

[H. D. (Del) Pearson]

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>     How about having, on each case, a nice little leather folder,
>     within which is a price list 

David,

    Far from being lame, I believe you have a brilliant solution.  The
    tastefully-bound leather booklet would not only help those who are
    hesitant to ask for pricing, it could also be a sales enhancer.  When
    a client looks at the book it may overcome his initial "sticker
    shock" as he reads--at his own pace--what makes the item worth the
    quoted price.  As frontliners we have the responsibility both to our
    stores and to our customers to fully inform those who show an
    interest in a piece.  Many times, however, the client is so concerned
    about the price that they really don't listen to us as we extoll the
    benifits. When they can read and see the whole picture on their own
    terms they may get comfortable enough to actually realize the piece
    is worth the price.  I forget whether it is Dan Gendron or David
    Geller, but one of them makes the observation that jewelry customers
    are in visual mode.  If we can give them something they can see,
    rather than just tell them about it, we are much more likely to reach
    them at a level of comprehension and bring them to the level of
    purchasing. 

Del Pearson
Designs of Eagle Creek
In South Texas, where the third wettest June in history seems to have ended.

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