1) Sales techniques
Knowing how to make the initial contact with a client is critical. By this I mean, greeting a customer in a non-aggressive manner. The goal here is to learn how to determine the customer’s needs. The easiest way to accomplish this is through a series of open-ended questions designed to capture the maximum amount of information. Next, use product features, benefits, and agreement questions to present merchandise in a way that increases the customer’s perception of value. Other techniques include:
- Having a toolbox of questions that will help close more sales. Examples include, “Cash or charge?” or “Would you like that gift wrapped?”
- Learning how to sell add-on items by getting the customer to tell you what they are thinking about buying next.
- Understanding that when a customer says “I’ll be back,” they are not necessarily coming back. They have objections you need to learn how to handle.
- Practice different ways to give and receive turnovers in a way that doesn’t offend customers.
In today’s economic climate, one of three things has to happen with every customer you serve:
- Sell them something;
- Capture contact information with permission for follow-up; or
- Turn the customer over to another salesperson or the manager.
2) Product knowledge
Learn to talk about jewellery as an emotional purchase, rather than just discussing its technical points. The ability to discuss product knowledge in an accurate and expert-like manner is critical to customer service. When a customer needs a technical presentation, be ready to give them one. When the purchase is more emotionally driven, technical product knowledge becomes secondary. In addition, be prepared with features and benefits like inventory levels, prices by memory, financial considerations, etc.
3) Operational knowledge
By this, I mean things like knowing how to fill in financing forms and repair job envelopes, the basics of repairing and maintaining jewellery, layaway plans, gift certificates, using the tools of the trade (e.g. a loupe), and all the company’s policies and procedures. Many a sale has fallen through on account of seemingly inconsequential mistakes where some of these operational points are concerned. I once saw an associate lose a sale because they couldn’t find the watchmaker’s schedule. Be prepared for anything and everything.
4) Customer service skills
Saying thank you is simple enough, but it should never be taken for granted, particularly in the jewellery industry. I cannot over-emphasize the importance of sincerely thanking a client, nor remembering to invite them back. Effective communication skills are the starting point for making an exceptional first impression, as is applying non-negotiable customer service standards. By this I mean, if you offer to do something, follow through.
No one area is any more or less important than another. A salesperson must be trained in all aspects of the job in order to reach their maximum potential and capitalize on opportunities within the company. A well-trained sales staff is essential to success in today’s jewellery marketplace. In the customer’s eyes, the only thing that separates one jewellery store from another is the people in it. And who wouldn’t want to stand out?
Brad Huisken is president of Colorado-based IAS Training. A trainer and consultant, he has authored “I’m a Salesman! Not a Ph.D.: Realistic Strategies To Increase Your Sales” and “Munchies for Salespeople—Sales Tips You Can Sink Your Teeth Into.” Huisken is a regular contributor to several trade publications. He has also presented sales seminars at various trade shows, such as JCK Toronto, the Western Canadian Jewellery Expo, and JCK Las Vegas. Huisken can be contacted via info@iastraining.com, www.iastraining.com, or by calling (800) 248-7703.
