Sell the vibe, not every single feature

To sell a product, especially jewellery, AmyK Hutchens says it’s not necessary to sell every feature and benefit, but to sell the “vibe” and to show customers that it solves their needs.

Whether a store is selling widgets, waffles, whiffle balls, wastebaskets or watches, customers purchase for only two reasons: good feelings and a solution to their problem.

Salespeople often make the mistake of thinking the good feelings that customer...

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