From 100 to 3

Third chapter in the master marketer’s “How-To” guidebook.

Why do all jewelers ask you to pick two or three pieces of jewelry and then place them on a piece of velvet for display?  It is so you are no longer distracted by the other hundreds of options.  So you can focus on two or three.  This is one of the most important marketing lessons of our time.

The internet has exploded our “options” and “choices”. Companies have failed due to continually and repeatedly exposing too many options. This marketing model has been perfected these last few years.  It can be made to work in any industry with any type of product.   This nugget, although incredibly short, shares the psychology as well as the 3-step approach to the proper way to position a product or service for the highest chance of purchase.

A true gem.

(0:00 – 1:20)
How many of you have ever been in a jewelry store where you’re looking at a bunch of jewelry and the jeweler says, well, hey, which three of these do you like the best? You pick out three pieces that you think are decent. Then they take a piece of black velvet, put it on the top of the display case, and all of a sudden you went from looking at hundreds of items to looking at just three.

I’ve covered a little bit of this before, but I’ve never covered it in exactly the way I’m going to talk about it now. So the question is, why does the jewelry store owner do that? And why have they done that pretty much forever? The answer is that when you’re looking at many, many things and multiple different types of things, it’s easy to get distracted and to get what is called decision constipation. You can’t quite make up your mind.

And so you buy nothing. So the jeweler knows if he doesn’t teach every sales rep that works for him, the two steps of selling jewelry. First is you build rapport. Second, you lay black velvet down and only give them three choices max.