December 2021 | Lab Grown Magazine

December 2021 | The Lab Grown Diamond Resource Book 26 To advertise call (888) 832-1109 | December 2021 27 If the word SALE is placed around a product, the mind views that product as lesser than , causing perceived value questions to arise. By promoting the word SALE in your window, you are silently tell- ing your audience that the item is overstocked or the style isn’t cur- rent. What should retailers want to emulate? When was the last time you passed by a window and saw the word SALE? The larger and more garish the sign, the more generic and desperate your brand may appear. Today’s diamond jewelry shopper isn’t looking for a deal, they seek value.They seek connection.They need personal and more subtle rewards. An emotional con- nection to help them feel rewarded is the winner. Do that and watch your competition try and play catch up. You’ll see their windows flooded with sale signs as they scramble to learn what you’re about to. Every Gift is About Rewarding the Giver As the wine poured so did the revelation that our minds are hardwired to be more self-absorbed than we will ever care to admit. Knowing this information will help you connect with any buyer, to develop a deeper relationship, one they will recommend to oth- ers and gladly return to.One caveat, don’t mention any of this mind melt stuff. It’s our secret. Everything starts and ends with our thoughts con- nected to a seldom discussed but critical form of shop- ping and behavior approval for purchases. If there’s little to no personal reward, we simply become less interested in the item. We’re all hardwired this way. That’s scientifically proven, but not publicly promoted. Now say hello to your inner reward circuit: the nucleus accumbens. About the size of an 8-carat oval diamond (illustrat- ed for reference only) the nucleus accumbens reinforces buying decisions and other gratifying indulgences. It’s odd, though, as it is half-covered in a shell and resides deep in the frontal most bottom portion of the brain. Now known as our “reward system circuit,” it links all forms of shopping and is triggered by experiencing material things that one finds pleasurable and attrac- tive, best held not just seen. If the gift isn’t tangible, you’ll notice the giver may insert themselves into the gift. An example would be tickets to an event that the giver already has plans to attend. Again, the payoff is the receiver’s reaction. When jewelry items are gifted, the giver will want to have the recipient wear or at least try on the piece immediately. If your male customer is buying a ladies watch and the woman is with him, it would seem nat- ural for you to interact with the woman. But, if you do, you’ll miss the scorn on the man’s face.The mental re- ward he requires is her reaction and you may be stop- ping that without realizing. If you want to be clever, position the counter mirror so her reflection faces him the minute she tries on the watch. Want to close the sale quickly? Allow the buyer to touch the watch.The mind needs the sense of touch for complete product validation and to supercharge the reward trigger. >>