Brief the bridal case before the tray

The move: brief the case before you open it. Situation before selection A jewelry case can overwhelm a customer fast. SPIN gives the associate a sequence: first learn the facts, then surface the tension, then show why the tension matters, and finally let the customer define the payoff. In bridal, that means the first product is not a ring. The first product is clarity. Why it works Showing more pieces feels helpful, but it often creates choice fatigue and invites price shopping. SPIN narrows the search with customer-owned criteria. If the customer says comfort matters because the ring will be…

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