It’s show time
While the designer or brand representative is in your store to generate interest and excitement, it is still your job as the store owner or sales associate to close the sale. Play off the designer, let him/her tell their story and the inspiration behind a collection or piece, and share your own passion for the brand with your clients. Make sure you’re creating a ‘yes’ environment when you interact with the customer. For instance, I never ask, “Would you like to see something?” Rather, I pose the question as, “We have so many beautiful things I’d love to show you, but they are only here for a limited time. Let me know what you’d like to see.” This ‘yes’ environment also extends to the hospitality you show the moment a client walks through the door. “Would you like something to drink?” is polite, but doesn’t create as much of an impact as it could. Instead, say to the client, “It’s so hot outside! I have iced tea or cold sparkling water. What can I bring you?”
As one would do in any sales environment, ‘read’ your client and his/her interests. Everyone has ‘tells’ and it’s important to know how to read them. Notice the items in which they show an interest. What do they have in common? What is the client responding to in particular? Are they more interested in the information behind the metal or gemstone in the piece, or are they excited by the inspiration behind the design? Whatever it is, I like to suggest you ‘speak to them where they live.’
It’s also a good idea to continually check your own energy. Are you too hyper? Too mellow? Too familiar? Too standoffish? It’s important to make your client comfortable, so they don’t leave the store without first having a meaningful interaction of some sort.
Throughout the trunk show, make sure you’re taking careful notes on the piece(s) your clients show an interest in and follow-up with images and information via e-mail or text depending on their preference. You should also take advantage of the event by photographing it for use on social media. Get your clients to play dress up with the jewellery and ask their permission to post their photo on social media. You don’t have to include their name or even their face, but seeing jewellery in action is a great way to get your followers to visit your store. The images you don’t post in real time can be used at a later date. And speaking of later dates”¦
