Romancing the Stone: Seducing the Diamond Buyers

Wars have been fought over them, they’re found in only four areas on earth and cutting them is an artform... Diamonds are priceless, says Shane Decker, and sales staff need to sell them that way.

No matter who you are, where your store is, or how closely you guard your margins, you should be making more money on diamonds. Why? Because no jeweller in the world charges nearly enough for this amazing gemstone. Customers who are agonising over spe...

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