Selling Diamonds

(via Diamond Promotion Service) Your Market Potential: You can start with the assumption that almost every woman and girl in your community wants to wear diamond jewelry. So your market is the people in your community with whom you can communicate.

But to be able to communicate with them, you have to know who they are and what makes them tick. Therefore, it would be a good idea for you to look at your community as though you had never seen it before. How does it make its living? What are its income levels? How does the social order break down into life styles and motivations?

These are the influences that will determine how these people look upon you and what they expect of you. These are the factors that can clue you on the slant of your promotions and displays and on the type of merchandise you should carry in your store.

I think that almost any community has six groups that can be good customers for diamonds:

The Wealthy: Is the wealthy class in your community a large one—or is it relatively small? Is it conservative? Or does it follow the current fashions? Do its members buy jewelry in the community? Or do they prefer to buy in larger cities or abroad?

A few wealthy customers can be a tremendous asset for even a fairly large jeweler. They can be counted upon for a fairly regular annual volume. And they exercise a certain natural leadership that will bring others to your store.

You don’t have to stock big ticket items to attract the wealthy. They are interested in quality and service. You can appeal to them with diamond pieces of good design and craftsmanship—in the traditional mode, if they are conservative—in the modern manner, if they are more adventurous. You can win their confidence by demonstrating your sure knowledge of diamonds.

Selling Diamonds (continued)