For Your Staff: Selling Timepieces
The 'Which Means' Sales Quiz
Try this exercise to make more sales using a features/benefits
'Hi. Welcome to the World of Watches. My name is Chuck and
I'll be your salesperson this afternoon. I'd like to tell you
all about our special today. It's the DiveMatic 350 served on
a smooth bed of surgical steel with a light eggshell dial and
just a hint of luminescence. It features a knurled screw-down
crown with recessed shoulders, a rotation of bezel and locking
clasp all covered with a thin slice of sapphire crystal.
May I take your order?"
A preposterous scenario? Probably. But in reality Chuck's
approach is similar to those used by many salespeople when presenting
the features and benefits of a wrist watch to a prospective buyer.
This month and next, we'll explore ways to improve your presentation
of features and benefits as a way to improve watch sales.
Avoid a Laundry List
We're often so eager to share our knowledge we don't do it
in an understandable manner. Too often we talk at the customer
without assessing his or her needs or questions. We may miss
the customer's eyes glazing over and may miss the sale.
Instead, we should follow a discovery process. What does the
customer want or need? This may be a condition of the type of
watch. For example, a watch may or may not need a technical explanation.
These two magic words are at the core of a great, informal
training method designed to help you avoid Chuck's pitfalls.
It involves incorporating these two words into your presentation.
Each time a customer asks about a feature on a 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
Learn the Terms
If you try this approach as part of your sales presentation,
it helps to have a clear idea about what you want to say.
Here's a list of some of the common wrist watch features.
Have some fun with them. Use your imagination and be creative.
Your customer will always appreciate a novel approach that explains
the mysteries of a watch.
Here's an example: "This watch has a screw-down crown.
Which means it's just 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 this approach with the following five features. After
you've written or thought up some follow-up responses to "which
means," keep reading to see some of those we use.
- Sapphire Crystal
- Luminescent Dial
- Water Resistance
- Screw-On Case Back
- Locking Bracelet Clasp
Responses We've Used
- Sapphire Crystal, which means ... "A long-armed wear-it-all-the-time
protector. It's made of synthetic sapphire. Only a diamond is
- Luminescent Dial, which means ... "It helps you tell
time in the dark."
- Water Resistance, which means ... "If you splash it
at the sink or get caught in the rain you'll be OK."
- Screw-On Case Back, which means ... "It's sealed for
extra water resistance. Only a watchmaker can remove it for service."
- Locking Bracelet Clasp, which means ... "Playing tennis
or walking Rover, the watch stays closed."
By Paul White, Watch Division Director, Reis-Nichols
Jewelers, Indianapolis, IN
Next Month: More Features and Responses
If you have suggestions for topics, questions for Paul White
or specific examples from your store, send them to Professional
Jeweler, 1500 Walnut St., Suite 1200, Philadelphia, Pa., 19102;
Copyright © 1999 by Bond Communications.