IN THE KNOW
January 2025
From Fixes to Finds: Train Your Sales Team to Turn Jewelry Repairs into Sales
Megan Crabtree
When a client walks into your store with a repair, your sales reps don’t have to be pigeonholed into only helping the clients with their repairs, they can boost the store’s bottom line and their own commissions with a little training to shift their mindset.
With thoughtful guidance, salespeople can transform routine repairs into meaningful sales opportunities, providing both increased revenue and enhanced customer satisfaction. Here’s a guide to equipping your sales team with skills to naturally transition repair clients into enthusiastic buyers.
1. Shift the Mindset: Repair Is the First Step in Building Loyalty
Encourage your sales team to approach every repair interaction as a relationshipbuilding moment. While customers may initially seek a repair, they are also showcasing their trust by bringing their valued jewelry to your store. Train your team to recognize this as the first step toward establishing a meaningful connection.
Training Tip: Role-play scenarios where sales associates actively listen to a client’s repair story. Showing genuine interest lays the foundation for future conversations about jewelry purchases.
2. Leverage the Power of Curiosity and Storytelling
Once rapport is established, train your team to ask open-ended questions that naturally segue from repairs to other jewelry needs. For instance, when discussing the repair process, they could say, “This ring has such a beautiful style! Have you ever thought about a matching piece?”
Training Tip: Create a set of “storylines” around popular products or collections, and train staff to share these stories as they find out each customer’s interests.
3. Make Upgrades and Add-Ons an Attractive Part of the Experience
Some customers may not realize they can enhance their jewelry collection through simple upgrades or matching items. Train your sales team to introduce these options as part of the repair conversation. For example, if a customer brings in a ring for a minor fix, the associate could say, “We can make this repair quickly. Have you ever thought about pairing it with a new necklace?”
Training Tip: Equip associates with knowledge about complementary pieces in stock. Make sure they’re confident talking about matching items, special collections, or customization options that can enhance the customer’s existing piece.
4. Provide Visuals and Encourage Trial Experiences
Visual persuasion goes a long way. Train sales associates to keep a selection of visually compelling pieces on hand to offer customers for “just trying it on” experiences. When they do so, clients can picture themselves owning these pieces and may feel more inclined to buy.
Training Tip: Create a “repair-to- retail” display, placing popular upgrade pieces or matching items near the repair intake area. Encourage team members to highlight this display, especially for customers who may be waiting while a repair is evaluated or assessed.
5. Exclusive Discounts and Financing
Many customers may be more inclined to purchase if they feel they’re receiving a good deal. Train your team to offer exclusive discounts or financing options for customers who combine repairs with a new purchase. For instance, customers could receive a small discount on their repair if they make a jewelry purchase of a certain amount.
Training Tip: Host training sessions on how to present discounts effectively and transparently. Equip your team to frame promotions as limited time offers, creating urgency and a sense of exclusivity, which can help nudge a repair client toward making a purchase decision.
At the end of the day, training sales associates to transition repair clients into buying clients is about fostering a relationship. When customers feel valued and understood, they’re far more likely to come back and explore more products. By investing in these interactions, you build a loyal customer base that sees your store as more than just a repair shop but as a destination for all their jewelry needs.
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