The Jeweler

I seriously can’t stop thinking about that jeweler.

“Nope, I’m good”, was all he said. He wasn’t interested in our value proposition one bit. That’s the thing — we need to hook him from the get go in some other way because we can’t expect everyone to hear out our value proposition.

Maybe I should wear an animal head mask and go back to the jeweler and ask him again, just to see if he says “nope, I’m good” again.

 

Leverage In Sales

Sales is tricky because it doesn’t matter how much your product or service helps someone or a business if that person or business doesn’t understand your value.

 

I recently approached a jeweler to discuss and offer digital advertising services because there is money to be made by building online audiences because it opens up so many opportunities for sales, promotions, customer interactions, philanthropy, etc. etc. etc., especially with jewelry and other high priced boutique item stores.

 

However, from the get-go, this man had no interest in our services, probably because he’s comfortable with the business he’s doing. Once we told him about the service, he simply replied, “I’m fine”.

 

So, how to make someone realize value in a service or product?

 

I think the answer should touch on Fear.

 

I failed with the jeweler because I didn’t invoke feelings of fear in him — fear that I may offer my services to a competitor and that his business will be worse off because of it.

 

The jeweler wasn’t interested when I walked in and said, “Hey, we offer digital advertising and want to talk with you about how it can benefit your jewelry store”, but maybe he would’ve had I said “Hey, we offer digital advertising and are confident there are huge profits to be made for stores like yours through it if executed effectively. We’re looking to give one jewelry store in this area a distinct advantage over others through our digital advertising services”.

 

The second proposal not only lays out the services we offer, but it also suggests that our services could be used against his business and that he may be worse off if he passes on our opportunity.