Sell to both bride and groom – Part III

In the third part of his series in how to sell to both the bride and the groom, Leonard Zell explains the importance of getting personal and how a smile can ensure a happy sale

Salespeople tell me why bridal couples can be difficult customers:
∙The groom acts less enthusiastic than the bride and won’t talk much.
∙Halfway through he gets up and leaves to look at watches.
∙She wants a larger diamond then he can afford.
∙She wants to look at every engagement ring we have and then can’t make up her mind.
∙We hear this too often, this is the first place we’ve been. “Can we have your card?”

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