For years jewelry sellers have been promoting the fiery brilliance of their diamonds, and the gorgeous colors of their rubies, sapphires and other colored stones. Now is your chance to present to the public a unique product that combines the best of both worlds.

But to sell colored diamonds successfully you must be willing to educate customers and your employees about what they are.

When informing your customers about colored diamonds, you need to be:

	Knowledgeable - Make sure you have all the information first. You can’t dispel any misconceptions unless you understand the facts yourself.
	Complete - Know all the points of value about this product, so you don’t leave out any important piece of information that might help you secure the sale.
	Honest - Discuss the process of enhancement – or any other details - openly and honestly. There is no place for ambiguity or evasiveness about any of the buyer’s concerns.
	Canny - Always gauge your customer's reaction carefully. Some people love all the information they can get, while others glaze over if you give them too many facts. Adjustment of delivery skills according to people’s reactions is very important.

“One of the hopeful things about the human race is that people seem to recognize integrity almost instinctively and are irresistibly attracted to it.”