Steven Tapper says that it takes a story-teller to sell custom designs.

As my Prismacolor pencil glides across the paper, it leaves a lustrous trail of gold and silver. Straight lines begin to curve as circles and squares sparkle with the facet lines drawn to give dimension. I look into the eyes of my customer seated before me for a reaction and response, wondering if my effort is entertaining enough to captivate and inspire. I need to earn their trust so that they are comfortable enough to commit to the custom design that I have laid in front of them.

Before I am a salesman, I am a storyteller. My design sketches, often derived from photographs I have taken, tell my story of creative inspiration and passion for life. By listening to my customer and discovering common interests and understanding, we form a bond that is the beginning of a trustworthy relationship. I offer ideas that fulfill the emotional needs and desires of the customer before me. From the first moment I say hello, my attitude, eye contact and creative approach are critical to the relationship.

I am proud of the role I am called on to play. I know I can satisfy the customer’s needs, I just need a few moments to build a bond of trust. Whether it is as entertainer, magician, technician or craftsperson, I have the power to weave together a story that inspires the desire to buy beautiful jewelry. Filled with enthusiasm and excited by their experience, my customers become my best advertisement, telling their friends and family about the magnificent custom treasure they will soon own.

Making the sale is the finishing stroke in a relationship that begins with colorful tales and grows to a shopping experience filled with adventures that will bring the customer back time and again. There are many new tales to be written about Tapper’s and how the customer came to design that most beloved, one-of-a-kind piece of jewelry. Think about how you have helped some of your favorite customers enjoy an incredible shopping experience. What distinctive and precious story will you help your customer to create today?

Steven Tapper is General Manager of Tapper’s Diamonds and Fine Jewelry, West Bloomfield and Novi, MI

This story is from the May 2010 edition of INDESIGN

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