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A
man walks into your store stating that he is looking for
a diamond engagement ring. Early in the presentation,
before he makes a commitment to buy, ask him how he
plans to present it to her or how he plans to "pop the
question."
Typical answer . . . “Gee, I never thought about it.”
You
take out a copy of THE BOOK
(see below)
and share your favorite
engagement story with him. Follow that by saying you
would like to give him a copy of this book and would
also like to write a personal message to him on the
inside front cover. At that point, you write a
message on the inside front cover of the book which
displays your store logo and then, looking him in the
eye, respectfully present the book to him.
NOW you’ve changed the entire
dynamic of the presentation!
THE BOOK!
Twenty Ways to Pop the Question:
Present Jewelry for All Occasions with
Romantic Imagination
● A very
attractive, elegant book, 8-1/2 x 5-1/2, with
128 pages of
beautiful stories about how men created romance when
giving
a gift of jewelry for
engagement, anniversary,
birthday,
Valentine’s Day, etc.
● On the inside front and
back cover will be a place to affix your store
logo.
● With a stated retail
price of $12.95, the book has
great perceived
value to your customers.
At this point
the dynamic of the presentation completely changes from
“What is my budget and how much am I going to spend?” to
“How am I going to present this to her?” You have
directed the focus of the presentation away from the
price and placed it where it really belongs, on
the presentation of the engagement ring or gift!
Jewelers close the sale more quickly
and frequently at a higher price point because many men
recognize at that point that they may be undervaluing
this day in her life.
THE
MESSAGE THAT MAKES YOU STAND OUT AS A JEWELER WHO TRULY
CARES!
Here
are some samples of messages to write on the inside
front cover of your customer's book:
You've found
that special someone that you want to share your life
with. Use this
book to make the day you ask her to marry you one of the
most special days of your lives.
A man
searches all of his life for the woman who is just right
for him. May
your marriage and love be everlasting.
We at
_________________ commend your desire to create a
special romantic moment for your fiancé to be.
Use this book to give you some wonderful ideas
for making your proposal one you will both cherish.
MARKETING . . . A VERY UNIQUE OPPORTUNITY!
This is the single greatest direct
marketing
program you could ever have!
When
one person tells another person about you and your store,
that is a form of direct marketing . . . better than
TV! Better than print!
This is one-on-one
communication of the best kind.
When
a friend or acquaintance sees a book of romantic stories
with a personal message on the inside front cover, this
becomes a surefire form of
direct marketing . . . where do you think
they’ll go first to look at engagement rings?
When
a person tells someone about you and your store AND
shows them the book with a personal message on the inside
front cover, this is the
ultimate form of direct one-on-one marketing.
Which store is this person going to first when he
begins to look for an engagement ring?
Men who see this book
of romantic stories with your personal message on the
inside front cover
will come to your store!
Do you know?
For
many men your store represents a potentially threatening
environment! Hard to believe, but it’s true! Because
of his love for her, he has to do some very serious
jewelry buying so . . .
HELP HIM OVERCOME THE JEWELRY STORE INTIMIDATION FACTOR!
When
you turn the presentation to the subject of the actual
proposal, you indicate your sincere desire to help him
make this a very special moment in both of their lives.
You put him at ease by giving him a book with an
encouraging message.
He
trusts you . . . he respects your advice . . . he wants
to buy from you.
WHAT ABOUT THE WOMEN
WHO SEE THE BOOK?
They’ll read it from cover to cover as they dream about
the day their special “knight” comes riding up on
his white horse, gets down on his knee, and proposes
marriage.
AND THEN,
first and foremost, when she and her fiancé-to-be go
shopping for an engagement ring, where will they go
first? There is absolutely no question. She will
lead him directly to your store.
DOES IT WORK? Boy, Does It Ever!
Here’s
what your fellow jewelers have to say about this
program:
1. Having
seen a buddy’s book, men come into the store and have
spent between $5,000 and $30,000 on an engagement ring
2. Customers return to the store more quickly to buy
wedding rings and additional gifts.
3. Women
who have seen the book have led the man by the hand in to
the store and in increasing numbers have purchased the
ring from that jeweler.
4. One
jeweler says a man showed his book with its personal
message to all the men in his fraternity house. Five
men ultimately came in to buy an engagement ring.
BONUS!
When
you invest in 100 books (less
than $5 a book!), you will receive the
following additional advertising and promotional
opportunities:
● Several suggested romantic messages
you can write on the
inside front cover of the book.
● An easy-to-use sales
training system that will show you how to
use the program.
● A CD containing all
52 stories which we will license you to
use on your website. There are
stories for the three major
holiday events:
Christmas, Valentine's Day, and Mother's Day
plus Marriage Proposals, Birthdays, and Anniversaries.
Retail Value:
$199
● Availability
for radio interview programs. We share
success
stories from the book, a couple of humorous
disasters that have
occurred but, most
importantly,
we share the name of your
store as the place where the listeners
can get the book!
When the host asks where people can get a copy of this book, we says
something like, “Go to Jones Jewelers on Main Street and
ask for Bill Jones . . . he’ll be happy to give you a
personalized copy of the book.”
We even explain how to set up the interview with the radio
station!
● David W. Richardson
can come to your store and personally
autograph books for your customers. This will be
accompanied by a radio
show "remote,"
typically two hours in length, presented on
location from your store.
YOUR INVESTMENT
Your
investment in 100 books is
less than $5 per book!
When you sell just one fifteen hundred dollar
engagement ring you have
paid for all 100 books!
Order 100 or more
and receive the entire Sales & Marketing program.
Just click on the links below to purchase.
Our Guarantee!
If
you are not completely satisfied with any aspect of the
program at any time, call us and we will either
authorize an immediate return or have you send the
remaining books to another jeweler.
AS
YOU CAN SEE, THIS IS AN
EXTREMELY UNIQUE PROGRAM
. . .
There is absolutely nothing like it or even close
to it in the jewelry industry today. Every bridal
program has focused on giving a gift after the purchase
of the engagement ring, i.e., wedding songs, CDs, or
portrait frames.
This is the first program in the history
of the jewelry industry to give a gift to the customer
at the beginning of the presentation –
AND IT SELLS MORE DIAMONDS!!!
Click here to
purchase the print version for $12.95 |
