The Ideal-Scope Diamond TM Sales System
5 Beginner Models, 1 Expert, 1 Ideal Light, 1 CZ Display, 1 Counter Card
a shopper for a large diamond visits
10 stores or Internet sites and one
of those retailers sells your goods,
theres a 9 in 10 chance they might
not buy your stone. Converting lookers
into buyers is key to growing both yours
and your customer's business.
Every jeweler tells the same 4C's story, and sells commoditized certed stones. They all swears on granny's grave that they only stock the 'very best cut. Those that sell expensive branded cuts, often do so at reduced margins.
Inevitably customers are confused and do not know who to trust? To stand out from the crowd the retailer needs a good story, but a story is never as good as showing and involving people! And of course it helps that this retailer has your better cut Ideal-Scope diamonds.
Provide this $300 system, train your reps to introduce it and you will get repeat orders. The system dispels confusion and wins customer confidence. I developed this system after 20 years experience with my own Firescope® in my two stores; it revolutionized my retail business. Also it is a DIY diamond branding system where the retailer can make the extra margin, rather than the company promoting the branded diamond.
After a usual clarity and color explanation, the customer is shown this small black box..
display box has a brilliant sparkly
1ct 6.5mm and a dull and dead deep cut
of 1.05ct that spreads 6.25mm. This
box with two CZs is included
in the kit.
People are truly amazed; the dead stone weighs more but looks much smaller.
print counter card requires Acrobat Reader (download free here)
your customers can add a store logo and laminate for a quality presentation
then open the box and put both stones
onto the two seating holes on the Ideal-Light,
the customer compares them through the
Ideal-Scope (staff must be good with
tweezers). The nice stone looks bright
red with a dark star (the same as a
H&As star), whereas the dull
stone shows a lot of white light leakage.
The chart has all the key words, or
the only words, that we want to be used.
This sales pitch should be done quickly, without romance killing jargon like table sizes and depth percentages. The Ideal-Scope concept is grasped in seconds and when customers understand the benefit of a well cut diamond they will pay more to own one.
If the retailers inventory does not pass the test, then they will need to replace diamonds as they sell older stock. This is your big opportunity.
Garry Holloway FGAA DDiaT JAA Appraiser
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