Selling Diamonds

(via Diamond Promotion Service) The Professionals: Traditionally, these people have been considered your best prospects for diamond jewelry. They are different. They spend easily. They are interested in new things.

Like the wealthy, they are interested in quality and service. They buy where they have confidence, and you must convince them that you are as professional in your calling as they are in theirs, if you are to win them as customers.

Many of the professionals—particularly the business executives—are highly mobile. They travel a lot, and so they can buy jewelry elsewhere if you don’t win their confidence. They are often transferred from one community to another as they climb the business ladder. So you should watch for and cultivate any professionals who move into your community.

Middle Management
Most of these are young people on the way up. They have good incomes, but they also have expenses for children and schooling and homes and entertainment.

Diamond jewelry fits into their way of life, but when they buy diamonds they want to get the most of their money. So you can appeal to them by showing them the versatility of diamonds; how the same piece can be worn as a different piece for different occasions.

Furthermore, these people tend to be group oriented. Sell one member of a group and you have pre-sold many others in it.

White Collar And Blue Collar
As pointed out earlier, the distinction between white and blue collars is fast disappearing. Members of both groups want beautiful things, just as members of other groups do, and with increasing incomes they can afford beautiful things. This is the mass market for diamonds.

If you are going to communicate with this market, you and your sales people should know—and share—the interests of its members. You should know how to talk to all of them and to each of them. You should show what merchandise appeals to them, and here generalities are useless because tastes vary from community to community. You should know the practicable price ranges—and they can run higher than you would think.

Some jewelers seem to be afraid to cater to the blue collar group lest they alienate their other customers. It is difficult to be all things to all people, but it is not impossible. You can serve a millionaire and a truck driver side by side, if you enjoy the confidence of each.

Selling Diamonds (continued)