Diplomas Communicate Professtional Expertise WHY IT'S TRUE  After reading every 6-month-old magazine while patiently waiting for the doctor to appear in the examination room, we earnestly begin examining the diplomas on the wall. Our comfort zone for the physician's expertise grows as a function of the number of displayed certifications.    PLAN OF ACTION  A jeweler's qualifications and expertise are quickly validated by the certifications they proudly earned. Rather than putting your GIA, Master Jeweler and other sheepskins in a drawer, prominently display them on the wall behind the diamond counter. A customer who is pondering the purchase of an engagement ring will quickly recognize that he is working with a professional. This is one more tool to help you close the sale and create a customer for life. David Richardson ,CSP, is an author and jewelry sales trainer. Contact him at www.jewelrysales training.com. http://www.jewelrysalestraining.com Back

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