Sales Strategy

Binghamton, NY—Years ago, a landmark study conducted by the now-defunct Diamond Promotion Service about the retail jewelry landscape revealed that “unique” is a relative term, and that what consumers mean when they say they want something unique is that they want something a little different. As Derek Thompson explains in this TEDx talk, we love ‘new,’ but rely on the familiar and the key to selling is finding what sits at the intersection of new enough to surprise but familiar enough to feel comfortable. See what this ‘exposure’ effect has to say about selling! Click here to watch.