“But I can get a Diamond on the Internet for Cheaper!”

Tips to help combat internet shoppers

#1SELL FEELING Remember, you are selling a feeling. Instead of debating price with a customer, connect with them! When are they getting married? How did they meet? Not everyone buys based on price. People buy from you because their mom bought from you or you give to a charity they support. Sell the feeling that the internet can’t!!

#2 TELL A STORY People love a story. Create a story. Your story might be your long history in your community or that you do the best custom work in town. The better you deliver your story, the better your customer feels and the less price matters.

#3 NATUREA diamond is more than letters and numbers. It is a work of nature. If you were given all the dimensions of a woman could tell if she was beautiful? NO! Same with a diamond.

#4 THE VALUE OF PICKING When selling a diamond, remind them of the hundreds of diamonds that were picked over to get the best. Remind them the value of having professionals PICK the BEST of the BEST for them.  Your effort, time, and knowledge all ADD REAL VALUE to your diamonds! If the customer realized how much effort went in to selecting the best diamonds they might be more inclined to buy in a store over an on-line supplier.

#5 EXAMINE BEFORE YOU BUY Jewelry stores let you compare diamonds side by side. The internet will not. Diamond dealers don’t buy diamond without seeing them! Why should you?

#6 WHERE IS THE INCLUSION? How bright is diamond? What is the quality of rough? Is it hazy? All these things translate to value and are not easily discernable to the untrained eye.

#7 THE RANGE WITHIN GRADES If every G SI1 was the same everyone would always buy the cheapest! DeBeers sorts rough diamonds into over a thousand different categories. There are many degrees and differences within the color and clarity grades. Even with GIA, a good SI1 might even be better than a bad VS2! Brightness, scintillation, quality of the rough, position and relief of inclusions. These all determine beauty and are not listed on a GIA or any other cert.

#8 MAKE IT FOREVER This is maybe the most precious item you will ever own. It means something. Make it special. Internet sites come and go, but a diamond is forever.

#9 SERVICE Who are you going to go to if there is a chip, or a problem? The internet site will not provide maintenance, experience, or service.

#10 HONESTY. I have seen fake certs and diamonds sold with certs that did not match. Ask the customer to bring in the internet diamond. Many diamonds that are listed don’t really exist.

 

Your price does not matter as much as the feeling that the customer is getting value.

I hope these tips help you create the feeling of value and sell to internet shoppers.

Please email me for more great tips! Aleah@Olympiandiamonds.com