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December 1999

For Your Staff: Selling Timepieces

'Which Means' Quiz, Part 2

Selling by touting features and benefits can be simplified

'Which means." These two magic words are at the core of a great, informal training method designed to help you use common terms to explain watch features. It involves incorporating these two words into your presentation.

Each time a customer asks about a feature on a particular timepiece, pause, name the feature and follow with "which means..."

You need not use this precise order or these particular words, but the thought behind "which means" is important: Never mention something about a watch without explaining it in simple terms.

Learn the Terms
As noted in the November issue (pp. 117-118), this approach requires practice and a little research. First learn about the feature then be sure to develop a clear response.

Here's a list of some of the common wrist watch features. Have some fun with them. Use your imagination and be creative as you try your response to the customer's question about the feature. He or she will always appreciate a novel approach that explains the mysteries of the watch.

In case you missed last month's introduction, here's an example to start you this month: "This watch has a screw-down crown, which means it's like having a submarine hatch for your watch. Swim with it, shower with it or bathe the dog with it on – you're watch is protected!"

Try that approach with the following features. After you've written or thought up some follow-up to "which means," take a look at some of those used at our stores.

  1. Non-glare crystal.
  2. Stainless steel.
  3. Steel and gold.
  4. 18 karat gold.
  5. Leather strap.
  6. Metal bracelet.
  7. 24-hour bezel.

 Responses We've Used
  1. Non-glare crystal, which means ... "No more squinting to see the time."
  2. Stainless steel, which means ... "Strong, understated and inconspicuous. And you can polish
  3. Steel and gold, which means ... "It's versatile, casual and dress,. and a great value over all-gold."
  4. 18 karat gold, which means ... "It feels rich and luxurious. It's the true dress watch."
  5. Leather strap, which means ... "You can change the straps quickly and inexpensively to fit the season, your fashion, the occasion or your mood."
  6. Metal bracelet, which means ... "It's durable, easy to size and versatile for sport or dress."
  7. 24-hour bezel, which means ... "Kids in California and clients in London? This will tell you who's awake and who is not."
By no means are these all the possible features and all the possible responses. But they are ways to get you thinking of different responses to move a sale forward.

By Paul White, Watch division Director, Reis-Nichols Jewelers, Indianapolis, IN

Attention Sales Professionals!

Send in some of your responses to the above features list! We'd like to print some in a future issue. Send responses to Professional Jeweler, 1500 Walnut St., Suite 1200, Philadelphia, PA 19102; timepieces@professionaljeweler.com.

Copyright © 1999 by Bond Communications.


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