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Dress down or dress up sends a message, I imagine, but I'm thinking more about whether people think it best to downplay the fact that they have some expertise, or perhaps better to send a message that they know what they are talking about in order to put the seller on the back foot a little?
Yes, reversible coat- worn initially, badly stained and frayed… possibly with a smattering of animal excrement BUT the moment it appears that appearing knowledgeable one excuses oneself and returns with the coat reversed, looking utterly pristine
I'm heading to the NAWCC show in DFW this week. Junk clothes. Ball cap. Backpack with 'trades' and a watch on my arm that I am willing to sell. Longines mystery dial this time.
Dealers there size you up as you approach. I just intently listen to what they say. Never correct them. They can tell a watch hound by the way they handle the watches. Just like the way you can tell a real cowboy by the way he wears his hat. I love the negotiating process with the pythons 😉
I have never encountered more sleezeballs than at one of those big watch meetups. Shocking actually.
I agree with the sentiment that this topic needs to be broken up into AD vs reseller. At an AD, they really don’t care what you are wearing, how much you know, or what you have owned previously or currently- they only care about your credit card. Your 10-20% discount is not dependent on your presentation, savvy skills of negotiation or sexual prowess. It’s based on how much volume they have moved recently and how much they need to move- you have nothing to do with it.
With a reseller (private jeweler, pawn, antique store, flea market, street vendor) it’s all about fast cash and they look for the mark. If you waltz in wearing Bill’s Khakis, a Brooks Brothers polo and a Rolex or Grand Seiko, they already know you are willing to pay top of the market and will press you for it. The less assuming you are the better.
If you break out your loupe- your price just went up 30%. If you start looking up prices on your iPhone, there goes another 30%. The longer you scrutinize and waste their time- the more you will pay. It needs to be fast, cash and forgettable. You don’t want to stand out in the crowd- then you are a target.
I wear the competition, and slightly higher than their brand. I wore my Submariner to a Brietling dealer and he bent over backwards to sell the virtues as he knew I was shooting downward. The Omega guys didn't seem to care except when I went back with a gold Rolex, then they knew I was shooting down.
Lest anyone think they don't notice, they absolutely 100% do.
To finish the story, I wore my SuperOcean into the Omega dealer and they greeted me by saying nice Superocean, and I hadn't even walked up to the counter yet. Had a nice conversation but they didn't really try to sell me anything until I came back with the Gold Rolex. Interesting.
With a reseller (private jeweler, pawn, antique store, flea market, street vendor)
I wear the competition, and slightly higher than their brand. I wore my Submariner to a Brietling dealer and he bent over backwards to sell the virtues as he knew I was shooting downward. The Omega guys didn't seem to care except when I went back with a gold Rolex, then they knew I was shooting down.
Lest anyone think they don't notice, they absolutely 100% do.
To finish the story, I wore my SuperOcean into the Omega dealer and they greeted me by saying nice Superocean, and I hadn't even walked up to the counter yet. Had a nice conversation but they didn't really try to sell me anything until I came back with the Gold Rolex. Interesting.
That is interesting. It's the marketing genius behind rolex and the machine hard at work. Hans was one of the first successful social engineers when he came up with the name and started pushing it. Still, I imagine the mystique would be shattered upon entering one of the Holy Trinity sales floors much in the same way you mention "shooting downward". 😀