Do the names Blue Nile, 77 Diamonds & James Allen make you shudder?

There’s a way to overcome the objection “I can get what I want much cheaper online”.

Yes, there are four C’s, as all our ‘educated’ and ‘trained’ customers know.  But there’s more.  Much more that you can use as leverage, to overcome this apparent scourge of our business.*

How about these four?...

Cut – NOT its shape.  But the cut’s quality, which affects its scintillation, wow factor, and the bow tie shadow when looking at fancy cuts.  Not all cut grades are equal, regardless of certificate. Fact.

Care – who do you turn to if/when there’s an issue that needs addressing?  In an expensive purchase there’s always something.  After all its natural diamonds we’re selling not widgets!

Carriage – Need to return it for some reason, how do you insure your dispatch?  We all can, you and I, because we’re professionals in the business, but can your clients?  My guess is no, they can’t get the insurance to send a diamond back, without it costing them an arm and a leg.  Another key reason to buy from you!

Consignment – Would they like to see what they’re interested in BEFORE they commit to spending thousands of pounds on an item for their loved one?  With Blue Nile, 77 Diamonds et al they can’t.  With you, using us as your supplier, they can.

So those are 4 hidden C’s definitely worth considering.  Not convinced?  Don’t just take my word for it.  Here’s a blog from one of our clients who uses this rationalising when closing sales. Perhaps it can help you too?  Please click here to read it.

As always, if you have any questions about this news post, then please get in touch.  It would be lovely to hear from you.

*A final thought, there will always be those that want to buy the cheapest regardless.  May I suggest those people are not your customers and that you and I spend time on those that warrant our attention, services, love and care.  Happy selling.