Chapter 64. Romance your creations to enhance the emotions
Customers are buying more than just the functionality of the piece. For example, someone buying a luxury watch is looking for more than just a way to tell time. Customers are buying a dream. Sales Ambassadors know that by romancing the creation, they are reinforcing the desire to own the model being presented.
While factual information does have a role to play, it does not add anything to the emotional side of the sale:
"This ring has a diamond of 1.98 carat with a princess cut, an 'F' color, and VS2 clarity. It is a great investment."
Romance is all about raising the emotional interest and desire. It can be used to explain the symbolism of a creation:
"This precious diamond symbolizes the love that you found together. The exceptional quality gives a unique brilliance that you will enjoy every day."
This approach can be very effective when used with the customer's other motivations to purchase.
Create a link between the piece and the customer.
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