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How To Sell On Emotion, Not Facts April 01, 2015 (0 comments)


Arlington Heights, IL—Jewelers know better than any other retailers that people buy on emotion far more than logic. It may come as a surprise to a car dealer, but why else do people buy jewelry if not for emotional reasons? Yet despite knowing that emotion is what drives a jewelry purchase, how often do salespeople revert to the safe stuff—selling on product features or the Five C’s? 

Especially now, in an era where consumers come armed with grading certificates and price sheets, it’s even more critical to get to the root of why they’re looking for a one-carat D VVS, not just matching price on your D VVS. Robert Terson, author of Selling Fearlessly: A Master Salesman’s Secrets For the One-Call-Close Salesperson, recently penned a blog about selling on the basis of emotion. In it he discusses how to find out what really makes your customer tick—and if you do that, you may never even need to discuss the Four C’s. Read his blog here.

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