Selling a luxury watch? This is your secret sales-weapon. A Pro Tip!
If you’re reading this you’re probably a watch enthusiast or collector, who loves watches and probably buys and sells watches from time to time.
In this blog I’m going to tell you about a super ‘power tip’ for when selling a watch.
How do you sell something for a profit increase of 2,799% of its market value…? I’ll tell you.
My super power tip to help you sell a watch is this….
Write A Compelling Sales Write Up.
Whilst you are hopefully selling a watch that someone else will want because it is desirable, it won’t harm to remind people what’s cool about your watch. To tell them a story around your watch.
There is a saying I love that I’d like you to remember – ‘the more you tell, the more you sell’. You may need to motivate people a little and inspire them to make the purchase. I’m not talking about pages of boring waffle, I am talking about short, punchy, compelling, interesting words. You need to include the interesting facts about it to help persuade potential buyers to hit the buy button. If you can, tell an interesting story about your watch to make it appear more desirable to buyers.
To achieve this you need to do some research on your watch. Become like a reporter to find something, anything, you can to include interesting stories around your watch to add to the story.
- Why should they buy it?
- What is great about the watch?
- What is there to love about it?
- What makes it interesting?
Feel free to get personal too.
Briefly explain, why are you selling it?
I personally like to know why someone is selling their watch.
If you feel someone is selling a watch because it’s a naff watch, that of course will not compel someone else to buy it? Conversely, if you mention that despite you loving the watch, and that you will miss it terribly, you are reluctantly selling it because you:
- need the money
- are thinning your collection down
are saving for a grail watch and this watch will contribute
- have just moved house, had a child or are getting married and need the cash
This adds a little personal touch around the story. Us humans are not hardwired to understand logic and remember facts for long. But we do understand and remember stories.
We “feel” stories. Storytelling is one of the most powerful forms of communication since the dawn of humankind.
We are drawn to and connected with stories. We can put a ‘price tag’ on the ‘value’ that a story creates, by appealing to potential buyers on an emotional level.
If you write the facts about your watch just below an interesting story combining all the compelling reasons why you love this watch and why they will too, you will set your watch apart from other competing watches. You will help appeal to potential buyers on an emotional level triggering important ‘sales-related’ hormones linked to winning people over. Stories impact directly on the perceived value of things and on the price that people are willing to pay. They will give potential buyers the opportunity to engage their imagination and physically feel reasons to pay more for it.
If you make your watch more meaningful, memorable, interesting, collectible, desirable and historic, by inviting potential buyers into its story, you enable them to participate in the story by resonating with your watch and continuing the story path.
You can read a previous blog about Sensation Transference to learn more about this.
But please no BS here. Only real stories. With real facts and real information.
If you want your watch to stand out from the competing noise in today’s attention-starved world, let’s learn from David Ogilvy, the father of Advertising. He said, “You cannot bore people into buying your product; you can only interest them in buying it.” He also said, “Tell the truth, but make the truth fascinating.”
Finally I want to share a quick story about a fascinating storytelling experiment devised by Rob Walker and Joshua Glenn back in 2009. I love this. Rob and Joshua were both journalists and much of their writing had a common theme around the question of “What gave objects their value?” In their experiment, which they called “Significant Objects”, they demonstrated the effectiveness the “sales write up” can have on things for sale. How it can not only increase the value of the object, but can also be measured. Their daring hypothesis was that “stories” are a driver of emotional value and can transform insignificant objects into significant ones.
They set out to prove it by buying 100 items of what you and I would most likely refer to as tatt. Each valued at no more than $1.29 each, which is around £1. They had £100 worth of junk, totally unremarkable items. Nothing collectible, antique or especially interesting. Novelty pens, tin badges, cheap plastic toys and paper weights. Later that year they managed to sell these junk-store items on eBay for $3,612 and 51 cents!
What could possibly have happened to these objects to drive a 2,799% increase in their market value?
They paired each of the objects with a professional creative writer and asked them all to pen a short fictional story about it. Instead of just putting the standard, factual description of each object in the sales listing, they included the creative and interesting short story instead. The experiment had set out to prove that stories can impact directly on the perceived value of things and on the price that people are willing to pay. As you saw from the result, it succeeded. The experiment showed the emotional value that comes from attaching a story to an everyday object is so strong that it can be measured in terms of objective, actual value.