Best practices in selling jewellery: Common Sense

The way we interact with our friends and families is immeasurably more natural - and amenable - than with customers. This, argues resident columnist Leonard Zell, is where some common sense must be applied to get the customer onside

One of the first rules I teach salespeople is: “If a technique doesn’t make sense, don’t use it.”  This sounds easy enough, because most of my students think the way they sell does make sense. That is, until I point out examples of techniques they have been using that make no sense.

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