Before going into my discovery, lets go over some basic tools that any persuader must understand. Monroe captured the essence of communicating effectively with the customer. He may have called his subjects an audience or listener, but our field labels the listener as a customer.
You're hired! The news has to find a negative spin to play up, apparently good news doesn't sell (take the 24/7 coverage of the latest hurricane non-event here in Miami). I'm glad to see someone covering the fact the there a portions of the economy that aren't affected by the price of gas. Our business is up 40% YTD (in sales and profits). Shout it from the rooftops - give the people confidence and this "recession" will end!
Held August 9-11, 2008 at the Cobb Galleria Centre, the Atlanta Jewelry Show generated reports of steady business and a renewed optimism about retail sales for the 4th quarter and into 2009. Reinforcing the positive atmosphere, buyers responded enthusiastically to the show’s ever-growing roster of special programs and features, including the enhanced SJTA Rewards program, SJTA U educational series, and popular Buyer Gala.
“In light of today’s challenging economic climate, we were very pleased with the attendance and with the business activity that the August show generated,” says Carol Young, executive director, Southern Jewelry Travelers Association (SJTA), producers of the Atlanta Jewelry Show. “While our attendance took a slight dip from the August ‘07 show, most exhibitors told us they were quite pleased with the business they wrote with current as well as new customers.”