Why should I buy from you?

Why should I buy from you? Why should I buy from your store? Why should I buy this now?

3 pretty simple questions.... right?

In every workshop I host and in every speech I give, I always ask those participating to answer these questions. And here are the top 5 responses I get...

"Because of our customer service..."

"Because we're nice..."

"Because we will look after you..."

"Because we stand by the quality of our product..."

"Because we have a great range of items..."

And what's so wrong with that?

IT IS EXACTLY WHAT YOUR COMPETITION IS SAYING WHEN I ASK THEM THE SAME QUESTIONS!

I'm sure you are "nice" and I know you only stock "quality" products - but if I ask Zales, Zamels, Goldsmiths, or whoever is the competition in your town - they will all give me the same answer as you!

We need to do better to explain to our customers what they stand to lose if they don't buy from us, our store, and right now!

A few weeks ago I was training at Michael C Fina (the only family owned jeweller on 5th Avenue - so they are clearly doing something right!) and I got some great responses to my question of "Why should I buy from Michael C Fina?"

I won't quote Justin, Stu, Amanda, Richard and the other great salespeople there directly, but I will share with you some of what I learnt from them and a few other impressive players from around the world.

Here are 3 of the best things a salesperson can highlight in their sales presentation...

Make it personal

Justin (Michael C Fina) did a great job here. He gave himself value by highlighting his expertise. And no, he didn't just say "I'm an expert". He backed it up with how long he has been in the jewellery business and his impressive qualifications from GIA. Sure, the guy up the road may say similar - but probably not and certainly not presented as well.

Make it about your culture

I've got to credit the amazing boys at Lewis Grant in Glasgow, Scotland for this one. The staff are all trained to highlight that Lewis Grant is a "locally managed and locally owned Glasgow business". This is brilliant! It makes the customer think of the value in the store brand. It also make them think that if there is something wrong it will be easier to address than another business whose head office may be hundreds of miles away.

Make it about what you do that no one else can...

From my friends around London, SWAG Jewellers do a phenomenal job in promoting "lifetime guarantees" and "upgradable diamonds for life"! Sure, other jewellers can and do offer similar incentives to buy, but no one executes the uniqueness of these after sales opportunities as a technique to close a sale like SWAG do!

So... why should I buy from your store?

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