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November 1999

For Your Staff: Selling Timepieces

The 'Which Means' Sales Quiz

Try this exercise to make more sales using a features/benefits approach

'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.

"Which Means"

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 simple terms.

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.

  1. Sapphire Crystal
  2. Luminescent Dial
  3. Water Resistance
  4. Screw-On Case Back
  5. Locking Bracelet Clasp

Responses We've Used

  1. Sapphire Crystal, which means ... "A long-armed wear-it-all-the-time protector. It's made of synthetic sapphire. Only a diamond is harder!"
  2. Luminescent Dial, which means ... "It helps you tell time in the dark."
  3. Water Resistance, which means ... "If you splash it at the sink or get caught in the rain you'll be OK."
  4. Screw-On Case Back, which means ... "It's sealed for extra water resistance. Only a watchmaker can remove it for service."
  5. 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.


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