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
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
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.
- Non-glare crystal.
- Stainless steel.
- Steel and gold.
- 18 karat gold.
- Leather strap.
- Metal bracelet.
- 24-hour bezel.
| Responses We've Used
- Non-glare crystal, which means ... "No more squinting
to see the time."
- Stainless steel, which means ... "Strong, understated
and inconspicuous. And you can polish
- Steel and gold, which means ... "It's versatile,
casual and dress,. and a great value over all-gold."
- 18 karat gold, which means ... "It feels rich
and luxurious. It's the true dress watch."
- Leather strap, which means ... "You can change
the straps quickly and inexpensively to fit the season, your
fashion, the occasion or your mood."
- Metal bracelet, which means ... "It's durable,
easy to size and versatile for sport or dress."
- 24-hour bezel, which means ... "Kids in California
and clients in London? This will tell you who's awake and who
|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; firstname.lastname@example.org.
Copyright © 1999 by Bond Communications.