-Sponsored Content-
I'm Going To Tell You One More Time!
Terry Chandler
I ran across a picture of my grandmother the other day. I thought of her favorite phrase, the title of this article, “I’m going to tell you one more time”! She used it when my cousins and I crossed one of her lines pertaining to the rules of her house. She had very specific rules.
I was reminded that in my four-plus decade career, I too, have a collection of “rules” that I believe are always important and are strong best practices in the jewelry business. That said, I’m going to tell you one more time!
RULE ONE:
It’s a jewelry store, not a museum. Far too many jewelers’ horde inventory as if it were for display only! Inventory must be evaluated on a regular basis and “repurposed” to sell or even scrap. Does the diamond ring that has been in your case for over a year need to be remounted as a pendant? Believe me, your customers realize some of your inventory has been around a long time.
RULE TWO:
There is no substitute for a handwritten thank you note to your customers after a sale. Not a preprinted card in which you include a business card and sign, a real handwritten note on fine stationery! It is considered one of the most effective marketing tools by many. As an avid note writer, myself, I know some people who kept all my notes for years. It works!
RULE THREE:
Keep display elements pristine! I have shopped jewelry stores for years and am always amazed to see soiled, worn, and damaged display elements in cases. It cheapens the product and is a strong negative for the customer. We are selling polished rocks for thousands of dollars apiece. They should always be in a perfect environment and properly displayed.
RULE FOUR:
“May I help you” has to go. We have been teaching that phrase should never be used for decades. Still, I walk in jewelry stores and hear it all the time. The ironic part is that saying hello and striking up a conversation with the customer about anything, but product will lead them to volunteer exactly what they are looking for.
RULE FIVE:
Learn to listen! Most of the effective and successful sales associates I know listen to the customer more than they talk. I’ve seen many sales associates take control and rarely let the customer get a word in. Asking open-ended questions and listening to the client will lead to increased sales and long-term relationships with the consumer.
RULE SIX:
This is a new rule I learned from studying the research on Millennials and Gen-Z’s. It is a standard practice of most associates to capture a customer’s phone number if possible. With these two groups, what one does with it can be important. Some studies show that if an associate texts the customer within thirty minutes or so after they were in the store, it cements and reinforces relationship building. It also implies the associate can communicate in their language and helps establish trust.
Some of you may already operate under these rules. Good for you! If not, give them a try. I know they can help increase sales and help create a better selling environment in your store.
And “I’m not going to tell you again”! Oops, that was my other Grandmother. More on her rules later.
Good selling!
Midas Chain
Graduated 14K gold chain link earrings
MSRP $732
midaschain.com
201.244.1150
SHEFI
Aqua Bella 14K 31/4 Ct diamond & emerald shaped aquamarine halo ring
MSRP $4,299 shefidiamonds.com
212.391.1482
Tesoro by Kim International
14K gold triple-row band with rows of round and princess diamonds
MSRP $4,829
kimint.com
800.275.5555
E.L. Designs
Pearl set in 14K, wheat chain
MSRP $1,830
eldesigns.com
800.828.1122
IDD
Diamond bangle 0.4 ct tw 14K gold
MSRP $1,149
iddjewelry.com
800.621.1164
Terry W. Chandler is the President/CEO Diamond Council of America.
Diamond Council of America is a non-profit organization that provides quality, affordable distance education and the opportunity to earn professional certifications in diamonds, colored gemstones, and fine jewelry sales.
DCA is an affiliate of Jewelers of America, the leading jewelry trade organization for businesses serving the fine jewelry marketplace. info@dcalearning.org | 877. 283.5669
