STORES THAT SLAM THE COMPETITION

IS YOUR JEWELRY STORE SLAMMING THE COMPETITORS?

Posted on May 30, 2012 by Richard Scott

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“IT’S JUNK!”

How many times have you gone into a Store and had the Salesperson Bash the Competitor?

You could be talking about the latest 3-D TV and Suddenly the Salesperson starts talking about the Competitor down the Street and how their Policies Suck. “Oh, you don’t want to Shop there. They sell JUNK!“

To me, this type of Sales is a Huge Red Flag that tells me to get out, Leave and Never Look Back.

I can’t stand it when Stores Slam other Stores. It’s Rude, it’s Unprofessional, and I would hope this Ill Tactic Never Works.

Sadly, I’m sure it does.

But NOT to me!

I know Sales. I Understand Sales. I’ve been doing it all my Life. I Understand that there are Plenty of Sales to go around. Everybody and Every Store can get enough if they Play Fair, are honest, and give the customers what the customers ask for.

Decent Quality at a Decent Price!

Not to Mention Great Policies and Service.

All too often, Salespeople (Who use Dirty Tricks), try to Beat down the Competition by Planting Seeds in People’s Minds of Low Quality, Over-Inflated Prices and Horrible Warranties.

When this happens, I take a Step Back and Look Harder at the Store and Person telling me this. I ask myself “What are they Trying to Hide?“

It’s a Cover-Up Technique used to take the Heat away from them. They think they’ll look Better by Pointing out Everything that the Competitors are doing Wrong (whether it holds Water or Not).

All it does is Create Tension, Awkward Moments and Apprehension.

Some Classic Lines are:

“All their Diamonds are Low Quality”

“They don’t even have a Return Policy“

“Their Diamond Guarantees are Worthless“

“They Rip People Off”

“Their Service is Terrible”

And my Favorite…

“They just Filed Bankruptcy!“

It’s Amazing what some Scheming Salesperson will say to try to get a Sale.

It’s True! They’ll tell you anything they need to get a Deal.

Can you trust them? No Sir!

It’s not the Store!

One thing you have to remember though, is that this type of Selling is usually not the Store’s Fault. It’s just that Salesperson and the way they Choose to Sell. Fact is, they don’t know how to Sell any Better. It’s a Cheap Shot!

I’ve been in plenty of Jewelry Stores over the last 25 years and hear Tons of people Paint a Negative Image of the Store down the Street. Such Bad Sportsmanship.

It’s Doesn’t Work in the Real World, it shouldn’t Work in Jewelry Stores!