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Know Your Diamond Facts
The Key to Selling More Diamond Jewelry This Christmas
In October, we commissioned research from two leading consultancies in the USA to gain perspective on how consumers are feeling NOW, during these uncertain times. Based on that research, we created selling strategies that your sales associates can use to explain why diamonds are the preferred gift this holiday season. The information has been incorporated into a backroom poster and a pocket card which will be useful to help close more diamond sales. Below are these selling strategies.
- It’s most wanted. Tell your customers that diamond jewelry is the most popular choice this
Christmas, wanted by twice as many people as any other gift. In fact, surveys show that
diamond stud earrings are what women want most.
- Women want fewer, better things. Tell him that 80% of women prefer one wonderful gift rather
than several small ones…even if it means “bundling” up occasions (Christmas plus Valentine’s Day
plus a birthday) to get a diamond.
- It has enduring value. Remind men that another reason women love diamond jewelry is that
it can be given to future generations. In addition, 90% of couples would rather buy something a
bit more expensive that will still have value in a few years than something that is affordable but
may not last.
- It’s a smart purchase. Tell him that consumers believe diamond jewelry is a safer store of
value than fine art, real estate or stocks. Also explain that diamonds provide value for money.
Solitaire studs worn four times a week for a year cost no more than a daily cappuccino.
- It’s the ultimate symbol of love. Explain to your diamond engagement ring customer that
a significant number of couples in a relationship believe that the engagement ring should not be
compromised. If economies need to be made, they will look elsewhere in the wedding budget.
Note: Most people are keeping their plans to buy diamonds this year. 80% of those planning to
buy them for a special occasion, like Christmas or an Anniversary, said current conditions have
not changed their plans nor the price they had in mind.
Display our free downloadable poster of the above facts in your back room to help your sales associates close more diamond jewelry sales.
Download PDF
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