[Jewelry making - Article 00555] - Re: [Orchid] What makes or breaks a sale?

[Kimberly Starbard]

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Hi

    I think sometimes (for me anyway) it has a lot to do with the
    perception of getting a good deal. Regardless of whether it actually
    is a good deal (in terms of price) or not, it's the feeling that
    "hey, this was a good buy". One example might be when a customer
    walks into a place of business that is really very finely decorated.
    The first thing the customer might think is "Wow, this place is
    really nice. Everything is probably very expensive. Maybe I can't
    afford to buy anything". The customer looks around, however, and is
    pleasantly surprised to find items that are in his/her budget. I
    think, at this point, he/she is very likely to buy because there is
    a perceived bargain. 

    When I was in 8th grade, we were taught (I don't remember why) a few
    standard advertising models. One (I can't remember what it is
    called) was to have a public figure (like a movie star) do
    commercials for the product. The theory is that the average consumer
    will see the star and think "wow, if it's good enough for so and so,
    I have to have it". With jewelry, I have noticed a lot of the ladies
    following current trends. If an item is featured in InStyle magazine
    on a Pop Star or movie star, then the ladies in town have to have it.
    If a jeweler can catch the current wave of style, then the customer
    will be more likely to buy. This is possibly a hazardous road to go
    down, however, because by the time jewelers and consumers see
    anything in a magazine (I'm not talking about trade magazines), it's
    already too late. By the time you make it, it's already out of style. 


    So, I think we come back to perceived value. I think little things
    (like nice stationary and business cards, a nice booth set-up at a
    trade show, nice decor in a store etc) increase the customers'
    perception that they are buying something that has good value. 

    Good Luck with everything. This is a topic that many spend hours and
    hours trying to tackle. 

Kim Starbard
http://www.kimstarbarddesigns.com
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