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Top of Mind: October 20, 2016
October 20th, 2016
by Bill Boyajian

Simple is Elegant in Sales

People waste a lot of time with meaningless words.  It is harder to get a point across with many words than it is with an economy of words.  Yet it’s a fine art to say things simply and clearly, and not fill empty space with idle chatter.

24236612 - sales assistant in jewelry shop demonstrating bracelet to young couple customer during gift selecting

Salespeople often like to keep talking to break the silence that inevitably comes at some point in a presentation.  But silence is usually what is needed to give a customer time to think and reflect.  The old saying, “silence is golden,” is really true.  Silence also gives you time to “read” your customer, and to put the slightest bit of pressure on them to talk.  When customers talk, they give you the information you need to know where you stand in a sales presentation, and what you need to do to close a sale.

Good salespeople know when to talk and when to listen.  Listening reveals truth in a conversation or presentation.  You can’t learn anything when you’re talking, so listen intently and keeps things simple.  Simple is elegant in selling.
Here are a few Business & Life Tips to think about….

Business Tips:

  • It is important to be skilled and competent in what we do, but it is equally important to project personal confidence in our work.
  • Value is far more important than price. Value is what you get from a purchase, whereas price is simply what you paid for it.
  • A good way to measure success in business is not just with financial performance, but with the quality of new customers you create.

Life Tips:

  • Perfect is the enemy of potential. If you wait for something to be perfect, you will wait too long. Good is good enough in most cases.
  • To be truly fulfilled, take your dream and formulate a vision. Then take your vision and form a realistic plan to achieve your goals.
  • The greatest gift we can give to people is our time. We have a finite amount of it, and never really know how much time we will have.

Bill recognized as a GIA Innovator
Read more about Bill’s contributions to the Gemological Institute of America….
Bill Boyajian – GIA Innovator



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“I needed help orchestrating a succession plan for our business. I had heard that Bill Boyajian specialized in assisting owners to transition their business to the next generation. He knows how to bridge the generation gap and deliver what each needs to hear. I would recommend Bill to any business owner who needs advice on succession planning from a trusted outside professional.”

–Charles Denaburg,
Managing Partner,
Levy’s Fine Jewelry
Birmingham, AL

"Our family needed some guidance on business transition and succession planning. We asked Bill Boyajian to help us because we knew we could trust him to tell us what we needed to hear. Bill became a valuable resource for our company and our entire family. He has the ability to meet each of us where we’re at and it has served us very well."

–Ceylon Leitzel
Leitzel Fine Jewelry
Hershey & Myerstown, PA

“We needed a plan to transition our business to a non-family member and we asked Bill Boyajian to help us. His experience in the area has really paid off, but we didn’t expect the added value of putting us together with a financial planner who helped organize our retirement needs. We now have the fundamentals to transition our business successfully, and we have Bill to thank for it.”

–Ernie & Debbie Cummings
Kizer-Cummings Jewelers
Lawrence, KS