ASK THE EXPERT: THE ONLY ONE

Taking care with your words is more than being precise, it’s about understanding communicated context. While phrases like “the last one” insinuate something is the remaining scraps, saying “the only one” denotes exclusivity. Our expert, BJ Stringham of UWM Men’s Shop and Selling Is…, explains that luxury customers want to know what you can do for them and not what you can’t, understanding the difference between verbiage that elevates or demotes your inventory is critical.