ANSWERS THAT SELL THE FINE SWISS WATCH

[Music] I'm out here in the middle of Main Street it may be a little difficult to find the key to successful retailing in this town but take a closer look and you'll see that it's modern merchandising knowing what mr. and mrs. public want and need and presenting it to them so that they can only say yes we'll take it these modern merchants adapt themselves to their market and reach out and create markets the streamlined supermarket a geared for volume and quick turnover they present its wares one way the corner drugstore in another but whatever their methods they're on their toes with the latest in merchandising and as a result they're creating bigger sales here's a jewelry store that's doing all right to with its own personality and special prestige in the community it has earned a respected name a name acquired through a long range store policy of guiding and helping people and this is your store pat yourself on the back for those watch displays a real magnet that draws attention to all the other items you sell silverware jewelry various specialties but good display is only the beginning of a success story real selling successful selling is an Inside Story and once you get them in your selling starts with a simple question a very simple question that immediately states why you're in business yeah yes I'd like to look at a watch is it for yourself yes it is fine what you sit down thank you yes may I help you offering aid and information to the prospect trying to find out about your watches what makes this watch so expensive how long will this watch keep good time what difference does a number of jewels make well uh what guarantee does us watch carry is there really any advantage to these self-winding watches I suppose this watch gives me trouble yes prospects have many questions and doubts can give them the answers they need can you get from them the information you need is the watts for yourself or is it a gift you say your daughter's graduating from high school congratulations oh no I wouldn't think of this as just a second watch can you overcome their doubts about the watch they're thinking of buying that has a lot to do with making sales and with keeping customers to answer those questions and boost sales you first must know what's in a watch and why behind the watch dial live the answers to your prospects questions answers that mean business for you let's see what they are what makes this watch so expensive well the matter of price is really a matter of quality of course quality is a pretty big word but when it comes to watches quality can be something quite specific now of course you know that all Swiss watches and now's the time to get specific with a few solid reassuring facts and perhaps an analogy you know the average woman may not know much about watches but talk to her about dresses and she knows a lot dresses on a sales rack may look alike but this woman understands that materials craftsmanship and styling make a big difference in quality and in price it's the same with watches tell her of the superior materials that go into these watches materials like certain special steel which if bought by the ton would actually cost millions of dollars how they're specially treated to make them durable and reliable the parts may look exactly alike you can explain but were they finished in the same way polish to the same degree of perfection measure to a hundred thousandths of an inch after all precision parts are marks of quality tell her about the great tradition of craftsman ship that creates these watches a watch is no better than the way its parts are assembled it can be done in an hour and it can take a skilled craftsman school working day and often longer clothes tolerance of parts often to 150 of the thickness of a hair checking testing and retesting all add up to craftsmanship in the movement and the result is a fine movement that can't help but keep good time the superior styling of these watches speaks for itself in the fine watch the case is designed especially to fit the movement the woman who wants extra luxury with precious metals and stones can get it but she'll have to pay for it of course quality shows too in the finish and appearance of the dial the hands the bracelet yes a fine watch not only looks good it is good and that's why this watch cost what it does naturally there are watches at lower prices but this fine watch is one that our store reputation has been built on now I'm sure that you want quality in anything personal whether it's a dress or a watch and this fine watch has the quality built right into it nice may I try it on thank you how long will this watch keep good time oh it'll keep very good time for a long time to come especially after the watch is regulated for you that's why we'd like for you to come back to us after you use the watch for a week or two you see every individual that's it keep them coming back for their own benefit as well as yours remind your customer that as an individual he uses his watch in an individual way he may be a star on the golf course or shine in the clubhouse he may be a table pounder at the office or a handyman around the house whichever way the customer leads his life his watch has to get accustomed to it and that's where you come in see how it behaved and just bring it in and we'll be glad to regulate it for you you see we're specialist and watches we regulate every watch that leaves a store that's the best way we can help your watch keep good time Oh may I see that tell me is that extremely small watch reliable Oh for all practical purposes certainly however small size does set up certain limits yes they do have a special charm but the very fact that a watch is unusually tiny makes it more difficult to perform extremely delicate assembly operations with a tiny watch you'll certainly have to give it more care than its bigger sisters it's not as rugged as the utility watch for working hours nor the sport watch for play time but the dress watch graces the female wrist as no other watch can but in any case the difference in accuracy is so minut but for most practical purposes it simply doesn't matter you've got distinctiveness and good timekeeping in one small package do you guarantee this what every watch we sell carries our own store guarantee we're proud of our name and our name stands behind every watch that leaves the store but when you come right down to it the only person that can really guarantee that the watch will perform at its best is you well that's putting it right back in your customers lap and no matter what your guarantee terms are here's a good opportunity to give them a quick course in the care and feeding of a fine watch feeding time is winding time and that should come every morning at about the same time even when the proud owner is not using his watch whoops just saved it a fine watch needs protection against shock and falls as well as such dangers as wide variations in temperature if it does need fixing though he should know that this is precisely what not to do surgery even for a watch isn't for the amateur but for a highly skilled repairmen and the watch repairman is also the man to give it a periodic overhaul and with a thorough checkup periodically you can be sure that your watch will run smooth or we'll guarantee the watch all right but the real guarantee is in the way you treat it what difference does the number of joules make oh great deal of difference padam but first may I ask you do you know what a watched jewel is and what it does no well a watch jewel is really not a precious stone at all ah here's where we dust off some ancient cobwebs and clear the public air first make clear that your client does not confuse the precious jewel she might wear in her ring with the watch jewel explain that a watch jewel is a synthetic stone which has been carefully fired to give it the special quality of extreme hardness while the material worth of this synthetic stone can be counted in pennies watch jewels are extremely valuable because just as oil cuts down friction and keeps wheels turning so the watch jewel is used to protect the moving parts of your watch against wear and friction in a fine watch these synthetic bearings are located at the most vital and critical points of action yes the number of jewels used the way they are precision cut and position is important in the fine watch without them the dual lever movement our finest timekeeping mechanism would not be possible so you see while the jewels themselves are not precious the work they do in your watch is extremely valuable who would use a watch with all these special gadgets Bowser you might may I ask what field you're in I operate a small manufacturing plant well let me show you all Oh this specialized chronograph might turn out to be a real time-saver for you tells perfect time of course but in addition it has a specialized production counting scale which o is the production rate per hour let me show you how it works oh here's how you determine the number of units produced per hour oh if you're yes there's a special feature watch for almost every person special interest these devices tell everything about time and quite a bit besides is your customer a doctor an airplane pilot an engineer does he work in television or radio if so he might be able to use any one of these versatile special watches oh it's a special feature watch all right one that's designed to meet your needs and help you solve some of your special problems you know my friend has a watch which she wears while doing housework oh yes here's one of that type you see the case has been closely machined and tightly fitted and then it's been sealed and tested the QBs sealed and tested to protect it from the harmful effects of moisture fumes condensation and dust when she's rushing and accidentally plunges her hands into the water if she has to reach into the oven to keep the potatoes from burning or when she reaches down deep into the freezer her watch is protected and with all that added protection just let me show you how graceful this watch is why it's beautiful isn't it wonderful is there really any advantage to these self-winding watches but definitely let me show you a few oh here's one in the square case and here's one in the wrong cakes so a self-winding watches the very next thing into perpetual motion yes it's the very next thing to perpetual motion if there's one point to impress on the purchaser of a self-winding watch that's it a moving weight is the key to the self-winding watch at the slightest action of the wearer's arm the weight moves and feeds power to the mainspring continuously and steadily so that the extremes of spring tension are avoided that's it just move your arm and the watch whines itself it's practical and it frees you from winding words no wonder winding are no over wine just steady spring tension just wear it and forget about it until you want the correct time hey you are thank you for waiting thank you while you were wrapping my watch I was looking through this book it's very interesting oh yes that's the inside story of Swiss watchmaking well suppose this watch gives me trouble well as it says right here in the book you're flying watch deserves only the finest care and we'd be happy to help you with it now our service department is completely equipped to keep your old yes servicing the fine watch is an important part of continuing contact with your customer and your watch service department can be a real source of satisfaction in gaining the customers confidence and making profits for you sure you're skilled watchmaker can cure any watch ailment but while the genuine Swiss repair parts he uses are standardized and interchangeable repair Manship definitely is not the fine craftsman diagnosis each watch like an individual patient and applies the cure with surgical skill whether it's a routine cleaning or a major job both receive the precise knowing care of the craftsman and when you realize that the balance on the average watch swings four hundred and thirty two thousand times every day well a regular yearly overhaul really isn't too much not too much at all and your answers weren't too much either just enough to clear up doubts and hesitations and to satisfy the prospect yes this jewelry store is doing all right that's why it's up top with the repair leaders by the way could this be the store you own or the store you work for [Music]