Jewelers! Tips to Combat Internet shoppers

| September 27, 2016
Tips to Combat 

Internet Diamond 
Shoppers!
 

    “I CAN BUY A DIAMOND ONLINE FOR CHEAPER”
Don’t worry if a customer says they “saw” a diamond on-line. REMEMBER: If they wanted to buy on line, they would have!

diamond white background

They want to buy from you. To close the sale, you just need to create the FEELING OF VALUE. Your price does not matter as much as the feeling your customer is getting a great deal.
 
 
#1 THE MOST IMPORTANT THING ABOUT DIAMONDS! 
Did you know the #1 MOST important thing about DIAMONDS can not be found on ANY CERT? Sparkle! Remind your customer the internet can not tell you how much a diamond sparkles! 
 
 
#2 IT’S FOREVER   

This is maybe the most precious item 

they will ever own. Remind them that 

the story and the experience will last

 long after the price is forgotten. 

Websites come and go go but a 

diamond is forever.


  

      #3 DIAMOND DATE PROFILES  

On dating web sites, how 
often is a person like their profile?The same with on-line diamond profiles! You must see a diamond before you buy it. If I gave you all the dimensions of a woman could you tell me if she is beautiful? NO! The same is with a diamond.
 
#4 SELL FEELING.  

The internet lacks experience. People don’t go to Tiffany’s for the best deal. They buy the experience. Sell the feeling that the internet can’t.
 
 
                                            #5 ONLINE IS NOT EASY! 
People buy online because they think it is easier. Convince them it’s not! Try saying this:

“Why don’t you order in the diamonds. You have a scale at home to check the diamond’s weight right? You have a master set to grade color? You are fully insured
 if the company says they did not receives it or is was shipped incorrectly?”  Try to convey what a haste buying online is.
 

#6 EXAMINE 
BEFORE YOU BUY 
Diamond dealers don’t buy diamonds without seeing them! Why should you?
 
#7 THE VALUE OF PICKING When selling a diamond, remind them how many hundreds of diamonds had to be picked through in order to get to the diamonds they are seeing now! Having a professional (you) pick the best for them is the best way for them to get a great deal. Your effort, time, and knowledge ADD REAL VALUE to your diamonds! Remind them that you reject 99% of diamonds, and only show them the best of the best.
 
#8 TELL STORIES 
Your story might be your long history in your community or that you do the best custom work in town. The better you deliver your story, the less price matters. 
 
 
#9 JOIN THEM!
Why don’t YOU have your own online diamond list? My jeweler friend Alex who does this says customer’s say to him“Oh you have diamonds just like Blue nile.” Which makes him look more competitive.
 
 
 
 
 
#10 A BLUE BUSTER TRICK
When a customer says they ‘saw’ a diamond on a certain blue website, ask them “Did you look at ‘SIGNATURE’ IDEAL Diamonds?” (P.S.These are priced much higher!) Tell the customer that YOUR diamonds are hand picked and that it’s only fair to compare them to other signature diamonds.
 
#11 SERVICE 
What if you have a problem a few months from now. Who will take responsibility? It’s your piece of mind worth going retail? 
 
 
#12 HORROR STORIES 
We have all heard horror stories of fake certs and dishonest sellers, but the public hasn’t! Don’t be afraid to tell your customers some of these horror stories. 
 
 
   
   #13 RANGES WITHIN GRADES 
I hate when customers go to websites that list diamonds and just tell you about the CHEAPEST one. Ask them “What about page 2?!” “Don’t they think there is a reason that one is so much cheaper? Not every G SI1 is the same! DeBeers sorts rough diamonds into over a thousand different categories. There are many degrees within grades. Some times a good SI1 might even face cleaner than a low VS2!

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