JE Ass #3 Key Concepts PDF
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Uploaded by ComplementaryLutetium
Gemological Institute of America
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Summary
This document discusses key concepts related to jewelry, including the importance of understanding customer needs and benefits over just features. It emphasizes the value of jewelry as both emotional and tangible, and the importance of avoiding negative comments about competitors.
Full Transcript
Ass # 3: Key Concepts Most modern chains are machine-made. Bracelets are among the earliest personal adornments. Trade and fashion magazines can help you keep up with constantly changing jewelry trends. Always pair features with their corresponding benefits. People make buy...
Ass # 3: Key Concepts Most modern chains are machine-made. Bracelets are among the earliest personal adornments. Trade and fashion magazines can help you keep up with constantly changing jewelry trends. Always pair features with their corresponding benefits. People make buying decisions based on benefits, not features. Tailor the feature and benefit information to your customer’s needs. A jewelry piece’s value can be both emotional and tangible. You’ll be most successful when you sell each piece on its own merits. Avoid negative comments about competing merchandise or a competitor’s store. Price is less important to a customer who understands value.
