[Jewelry making - Article 00349] - [Orchid] Closing that sale....

[Thejewelmaker]

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Was "Pricing according to Geller's book"

    Hi Noel, 

    I've been skipping this thread and just caught the tail end of it.
    So I'm sure that a lot has been said about this by now. Over the
    years many people have told me that I was a great salesman. Its a
    wonderful complement, but the secret truth is that I'm not. 

    What I do is teach. What I discovered nearly 40 years ago is that I
    needed something exciting in every piece that I can educate my
    customers about, explain why they should have It. So I endeavored to
    add more to each of my pieces. Every season my clients would return
    to my Cayman Islands store and I would be ready for them with my next
    inventions. Over the years they became collectors and I became a
    designer. Adding value to each jewel became a never ending quest for
    significance, importance and collectability. Quality, beauty,
    functionality and integrity are all part of this quest. 

    Over time my work developed a certain style or feel that reflex my
    ability and preferences. These have been shaped by the response
    (negative and positive) of the thousands of collectors that I have
    placed my work with. But here is the point, I don't ever remember
    closing a sale. I just teach them about my work and attempt to pass
    on some of the passion that I have for each piece. At some point in
    the process they ask me for the price and I tell them. If they are in
    love with my work they will buy it, if not, we both had a good time,
    and I learnt something from their response and they will always
    remember what it felt like to wear one of my creations. Usually they
    come back. 

    It took me a long time to discover that I create jewellery so that
    people will respond to it in as many ways as possible. Maybe I Just
    don't like to close. By the way I never design for price. I never
    discount. I never make the price important. I never assume that they
    don't have money. In my heart I know that they want the best, not
    "the best for the money". Always be prepared to walk a way from a bad
    sale, even if you can't pay your rent. The problem with "sales
    training" is it makes the sale important, not the jewel that you
    have created. 

Dennis Smith
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