I am not surprised the salesperson told him that. I’m not surprised at all. I mentioned in that other heated posted that salespeople love it when a man comes in without a clue looking for an engagement ring. If he hasn’t done his research or spoken with his FW, he has to rely on what the salesperson tells him, because he doesn’t know.
This is his how a mall jewelry store salesperson works:
The salesperson will do her job, she’ll start by asking him about his girlfriend, she ask how they met, how he’s going to ask her, how long they’ve been together. She’ll ask if she likes white or yellow gold, and if he doesn’t know, she’ll ask what color jewelry she usually wears. All this is about building trust, making him feel comfortable, making him feel like their friends.
Then she’ll pull out rings with at least a carat. She’ll talk to him about the sparkle, the clarity, the color. She’ll probably bring out a chart that explains it all, but she’ll hold onto it, so he can’t really read it and just point out the things she wants him to know. She’ll, of course, show him any specialty diamonds that are exclusive to her store. She go on and on about how every woman would love on. And she’ll ask him, “now wouldn’t you like to show her how much you love her by getting her something spectacular like this?” Then, she’ll let him hold the ring. She’ll tell him about all of it’s good qualities. Then she’ll tell him about another couple that had been looking at the same ring that couldn’t afford it, so they had to walk away from that woman’s dream ring.
By this time, his head is spinning. He has been convinced that the ring he holds in his hand is the perfect ring for his girlfriend, but can he afford it? He’ll ask the price and the salesperson will look at the little tag on the ring, and tell him the price. She’ll give one of the other salespeople a non-verbal signal to come help. When that person comes over the poor guy will have to go thru the whole thing again, telling the new person how he met his girl, etc. The the original salesperson will show the new salesperson the ring she’s trying to sell him, and she’ll ask the new salesperson if there’s anything they can do about the price. The other salesperson will gush over the ring and tell him how much his girlfriend will love it, and he’ll check to see what he can do about the price, but he sure something can be done.
While the other salesperson checks the price, the original salesperson will brag about the other salesperson knowledge about diamonds and ability to get the best prices. Then, she’ll ask him what kind of car he drives. Hopefully, it will be something expensive like a 4-wheel drive pickup. She’ll ask him if he likes it. Hopefully, the answer will be yes, and he’ll start going on about how great it is. This is just what she wants, because the more she can get him to say yes to her questions, the more likely she is to get him to say yes to that ring.
Salesperson #2 will return with good news, he can take 20% off the price, and tell the guy about what a great deal that it and what a beautiful ring he’s getting for his girlfriend. His girlfriend will know how much he loves her with this ring. Whilst the guy is trying to wrap his head around the price, salesperson #1 will ask him how much he paid for his truck. Of course, he’ll tell her, and then she’ll say something like, “well, this ring costs much less than your truck and will last a lifetime. If you can pay all that money for a truck you’ll probably replace in five years, don’t you think your girlfriend deserves a ring like this that will last a lifetime?”
Then it happens, he has to admit that he cannot afford that ring. He only has X amount of money. That’s when Salesperson #2 will reassure him that it’s not a problem. He can apply for a store credit card and not have to pay interest on it for a year. He’ll take out his calculator and tell him how much it will cosst monthly…
SOLD! And now, the guy is in debt. He has no idea what he’s actually bought. He’s proud of his purchase though. He’s feeling good, because his friends at the mall jewelry store took great care of him. They educated him, they listened to him. He trusts them.
So I am not surprised at all. For the record, most of the sales people in the mall jewelry stores have been trained. A lot of them have taken classes so they are very knowledgable about what they’re selling. But make no mistake, they have a quota to meet or they will lose their jobs, and they will pull every trick in the book to get a higher sale.
That’s why I quit. I couldn’t continue to do it and still look at myself in the mirror. I felt guilty every time I talked a guy into going into debt for an engagement ring or any other kind of jewelry. If they can’t afford to pay cash for it, they should not be buying it.
And I can guarantee, if you had spoken up, another salesperson would have been there to distract you before you had a chance to kill the sale.