JEWELRY STORE’S MAILING LISTS

“NO???”

Every year, and every holiday season brings a flood of jewelry store’s catalogs and coupons to my mailbox.

(Sales, coupons, discounts…

But, it also reminds me of a cute little story about mailing lists…

Getting people’s names and addresses (along with emails for electronic mailing) for mailing lists is not the easiest task.

People are not comfortable giving away their personal information, and the last thing that people want is to be bombarded with tons of new spam and junk mail.

So it makes getting this info difficult.

Sly as a fox…

So, as salespeople, we try to get your information using alternative methods (aroundabout way)…

You have to be sly.

Say for example, our warranties.

If we can sell you (or give you) a warranty on the merchandise you buy, we can get your info easily. Warranties, service plans, jewelry appraisals, repairs, contests, or even layaways… all work.

It really makes getting your name and address a breeze.

And then, once we get that info, you’re automatically going on the mailing list.

It’s not a bad thing either (like most would think). Diamond warranties are good. Service plans (like the Extended Service Plan) are excellent. Appraisals are a must.

So when approached under these conditions, customers are almost sure to rattle off their address.

It’s a win-win situation for everyone.

And it never fails…

Except for this one particular lady (hence the purpose of this post).

She was a dandy.

She didn’t even smile once.

She was not happy about buying her husband a watch for his birthday (I think he broke his last one). And so, as we were gift wrapping her present, I said to her casually “Can I get your name and address for the warranty?”

(All the time I’m smiling and grabbing a pen and the warranty slip.)

This usually works like a charm 100% of the time…

People’s interest gets peaked when they hear “warranty“, and I can usually get the info in just a matter of seconds…

(It’s like selling hot cakes.)

But she shook her head and said “No”

“Are you sure?” I said and kept talking… “The warranty is free and it covers the entire watch for a lifetime of repairs or replacement” (I’m unfolding the warranty so she can see…)

She shakes her head again and says “No. I don’t need it.”

Now I’m perplexed and a little shocked…

She doesn’t want a free lifetime warranty?

Is she crazy?

I’m so weirded out by this “no” response that I keep talking… “It covers the watch from head to toe,” I say. “If the watch stops for whatever reason, this warranty plan will replace it or fix it for free. It’s the best plan on the market. Even the watch strap is covered for free. Plus, there’s not even a maintenance schedule. You don’t have to bring the watch in for any cleanings or inspections. If the watch ever dies, just bring it back in with the warranty and we’ll take care of it free of charge.” I pause a second to let that all sink in… “All we need is a name and address for the slip. Easy as that…”

A plea like this always works.

But she bats her eyelashes at me and says “NO!” She was quite firm on that NO!

No is NO! She meant NO!

I put my pen down. I was not going to ask her again.

Her loss.

It’s a free warranty, if she doesn’t want it, so be it.

I give up.

My sales manager was standing behind me the whole time just listening intently and soaking all this in. He knew why I wanted the info…

So he waited a minute after I was finished and took a step towards the lady…

“Ma’am” he said softly to her.

She looked up at him.

“How about we just get your name and address for our mailing list?”

“Sure” she said with no hesitation, and started belting out her info.

What?

LMAO!

My mouth literally fell open and hit the floor.

That’s the silliest thing I ever heard…

I couldn’t believe it. Insane!

You see, it just goes to prove that some people don’t give a hoot about warranties, but email… Well, that’s a whole different story.

This lady is a perfect example of… well… nothing really.

Except that if you try about 10 times finally they cave in and say yes. Or you just change your tactic.

She’s an prime exception to the rule (there’s always one).

I’m sure she had her reasons for not wanting that warranty, but man, she sure did want the catalog.

Ha!

So I learned that taking the indirect route doesn’t always pay off. Being up front with customers tends to bring much better results…

At least it did with this lady.

But for the rest of you…

Well, you’re getting the free warranty.

Right?

Cheers! :)