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How To Seal The Three Ring Deal

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How To Seal The Three Ring Deal

According to a study by TheKnot.com, too many retailers may be missing out on the opportunity to instantly increase wedding ring sales (and profits). By implementing these "How to Seal the Three-Ring Deal" Wedding Ring Guidelines, retailers can expedite and boost platinum wedding ring sales with their engagement ring customers.

*Pitch the three-ring sale confidently, with the assurance that many engaged couples expect, and even welcome, their engagement ring source to market wedding rings to them. Surprisingly, only a very small percentage do. Retailer concern over leaving a "too aggressive" impression (by pitching the three-ring sale at one time) should be disregarded. Marrying couples look for guidance from their jeweler. In fact, according to the same TheKnot.com study, 84% of brides say they appreciate direct communication from retailers; yet only slightly more than half say retailers collected any profile information on them.

*Share with couples common pitfalls of delaying the wedding bands purchase. Most couples don't realize during the early stages of their engagement that wedding funds often deplete fast - especially during the final stretch - forcing some couples to compromise. Retailers should bring platinum wedding bands to the forefront during a couple's very first visit, when wedding bands can receive the focus they deserve.

*Share with your customers the importance of the significance of the wedding bands. Remember that the engagement ring symbolizes the promise of marriage whereas the wedding bands symbolize the commitment.

*Educate couples about the advantages of platinum (lasting natural white luster, durability, purity) and the emotional, symbolic link between platinum and wedding bands. Some couples, who consider themselves discerning and sophisticated buyers, may be unaware of the superior qualities of platinum.



*Make available to customers suggested wedding planning timelines and the "Three Rings/Three Months" guideline for spending three months' salary on three rings (two months' salary for the engagement ring, and one month's salary for the wedding bands).

*Send date-sensitive wedding ring marketing pieces (via direct mail and/or email) to engagement ring customers who have yet to purchase their wedding rings, touting the advantages of addressing all engagement and wedding ring needs at one convenient location.

*Recognize and acknowledge discriminating couples: "May I show you our exclusive line of platinum wedding bands?"

*Compromising on anything but platinum is not an option for couples whose love has "just gone platinum."

*Stock up on platinum wedding bands for both men and women - from the simplest of bands to the more elaborate of diamond-studded designs.

*Feature in-store financing, with no payments due until six months after a couple's wedding date, and a "no interest due" clause should the balance be paid in full before the six month mark (many couples receive wedding gifts of cash).

* Present PGI's Men's Engagement Guide to help couples choose the perfect rings to celebrate their love