MEDIA |
FEBRUARY 2023
Mining For The Gold In Your Connections
Suzy Pasqualetto
Your best clients aren’t imaginary millionaires just waiting in the ether to stumble upon your social media or cross your path at a trunk show…
They’re hiding in your phone contacts, last year’s receipts, and that growing list of past clients and business connections you know you need to follow up with.
According to Forbes, statistics show that it takes an average of 5X more time, money, and effort to capture a new client than it does to retain a current one.
Your existing clients are your warmest leads (and most likely referral sources for new leads) who have already proven that they know-liketrust you enough to spend money with you.
Beyond clients, there are many connections that are KEY to growing your business such as collaborative partners, vendors, philanthropic organizations, and of course, friends and family.
Particularly within an industry like jewelry where buying habits have a strong connection to celebration and sentimentality, this skill is key to building a legacy business, retaining your collectors, and attracting affluent buyers to you.
According to Forbes, statistics show that it takes an average of 5X more time, money, and effort to capture a new client than it does to retain a current one.
Having a thoughtful approach to stay top of mind and become a topic of conversation with your most affluent clients is key to keeping sales and referrals coming your way.
1. Show Up as a Genuine Friend
If you find yourself tempted to ask “So, is there any special occasion coming up that you’d like to celebrate with some new jewelry?” (Or any variation of that sentence), take a step back and connect about what’s happening in their life.
Keeping careful notes about what’s most important to your clients and their families can help you stay in tune with the milestones in their life, and a quick peek at their social media can provide important talking points for your clienteling outreach.
2. Become Their Trusted Advisor
The good news is your clients are looking to find their jeweler for life (and ideally for generations to come)! They want a seasoned professional who can offer guidance on their investments in grounded everyday language that solves their problems instead of listing specs that only jewelers can understand.
Before launching into the nitty gritty details like the 4C’s, try giving an overview in easily accessible layman’s terms such as, “this cut and setting maximize the sparkle of a dark stone like this which I know is important to you.”
3. Stand Tall as a Go-To Jeweler
Whether meeting a lead for the first time or wrapping up a project with one of your best clients, express your gratitude in a way that establishes your expertise and calls in more perfect-fit connections.
A simple phrase can go a long way like closing a conversation with, “It was so nice to meet you, I love to work with eco-conscious couples and help them find the right jewelry for all life’s milestones.”
When you create habits that support you in making more connections, you CAN build a sustainable sales process with less pressure and more purpose.
More From The Jewelers Collective
Linked In
Eight Ways To Go Above And Beyond With Your Customer Follow-Up
Make A List Check It Twice
All I Want For Christmas Is…Yellow Gold & Diamonds!
Press Releases
Jewelers Mutual® Releases New Insights on Engagement Ring Trends
The Future of Forty Gala Honors WJA’s Industry Legacy
