Connect with us

Shane Decker

24 Sales Meeting Topics for the New Year

Perfect practice every other week with your sales team can lead to new heights for your business.

mm

Published

on

This article originally appeared in the January 2017 edition of INSTORE.

WHEN IT COMES to success as a retail jeweler, it all starts in the front. Your salespeople are your ambassadors to the world. And yet, many store owners still neglect to train their employees.

In 2017, commit to holding at least one sales meeting every other week, allowing enough time for learning and role-playing. Here is a list of 24 sales meeting topics for the new year.

1. The greeting — every client should be smiled at, greeted and spoken to within five seconds

2. Product knowledge — the knowledge of all products you carry, including branded jewelry and timepieces

3. GIA knowledge — the knowledge of diamonds, colored gemstones and precious metals

Advertisement

4. Romancing the sale — using value-added statements and romancing the beauty of the item and the reason the client came in

5. Asking relationship- and selling-specific questions — the more you get the client to talk and the more you listen, the higher the closing ratio

6. Handling objections — maintaining price integrity and being decisive; objections must be handled with speed and accuracy

7. Team selling and T.O.’s — having the right salesperson in front of the client

8. Selling company benefits — the reasons to buy from your company, like service and quality

9. Using the 8 types of closes and closing all the way through the presentation

Advertisement

10. How to sell with technical information when needed — make sure that the client doesn’t know more about the product than the salesperson

11. Store floor awareness — who’s waiting on whom, is the sweet spot covered, is anyone stranded?

12. Flawless execution of the basics — security rules, filling out job envelopes, and so on.

13. Proper follow-up in clienteling (An essential skill for any salesperson.)

14. Being organized during a presentation — don’t walk away and leave the client unattended

15. Add-ons — step-up, matching, and service counter additions

Advertisement

16. The 30-second window – how to time your close

17. Sales profiles — knowing each salesperson’s profile and understanding how to get the right person in front of a client

18. Understanding how to sell to millennials — young men buy peace of mind and freedom from risk (lab reports, guarantees, trade-in policies); young ladies buy style, fashion and sentiment

19. Knowing how to wow clients and the five reasons to do so

20. The three types of sales presentations — the coconut, the clerk and the created sale

21. The difference between a technical and a mechanical presentation

22. When and how to discuss price and knowing the price rules of your store

23. Price negotiation – the correct way to do so while maintaining profitability

24. How to follow up on all repairs (Big service opportunities here.)

If you’re a salesperson and you don’t get something on the first try, don’t give up: Continue to work on self-improvement. Many times, we give up too early and fall back on old bad habits. If you’re going to perfect your skill, it takes practice. So I don’t want you to just try it — I want you to do it over and over until you get it.

Sometimes, people try to fail because they do not want to change. But if you don’t like change, you’re going to hate extinction!

Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at sdecker@ex-sell-ence.com.

Advertisement

SPONSORED VIDEO

Gene the Jeweler

Gene the Jeweler Gets Kicked Out of the Studio

In the latest episode (#42) of Gene the Jeweler, Gene is going about his business, recording a new episode. But that doesn’t last long. Four-time NFL Pro Bowl leading rusher Ahman Green walks in, and Gene finds that his time in the studio is over — whether he likes it or not. (See more Gene the Jeweler episodes at instoremag.com/gene.)

Promoted Headlines

Shane Decker

What Not To Do During the First 30 Seconds of Any Sale

Huddling at the back is a big no-no.

mm

Published

on

HAVE YOU EVER walked into what appeared to be a nice store, only to spin and leave faster than you came in? Or, have you ever walked into a nice place of business and watched two salespeople look at each other, then you, then each other again, like they’re seeing which one of them is going to wait on you?

You’re not alone — we’ve all had this experience, and jewelry stores are no exception. At too many stores, you’re not greeted at all, and sometimes, you can’t even find anyone to take care of your needs. This is one reason the Internet is doing so well.

People today are time-starved, and they will decide within the first 30 seconds of entering your store whether or not they’re going to give you their money.

Let’s begin with the first five seconds: every customer must be greeted — ideally, from the “sweet spot” in your store (15 feet inside your door to the customer’s right as they walk in). When you’re a client and you’re acknowledged, you feel important. It’s a relief subconsciously to realize that the sales associates know you’re there.

Never allow your sales floor to be vacant when clients come in. Many say they are just looking, but that’s an opportunity for you to use your first close by saying, “I always do that before I buy; let’s get started!” or “I’m glad you came in to take care of that today.”

“I’m just looking” means “I’m just spending.” It means “I’m on a mission, and when I find what I’m looking for, I’m gonna buy it.” It does not mean, “Leave me alone.” Like I said before, we are a time-starved nation, and nobody is just looking.

Do not come from the back of the store to the front; you should be there already. When you come from the back, your mind is focused on the busy work you were doing or the donut you were eating.

Never greet a customer from a group huddle. It’s good to laugh in your store, but if you’re all laughing about something when the client walks in, they may think you’re laughing at them.

Do not use canned openings like “Hi, how are you?” or “What can I help you with?” Clients don’t need “help”; they want professional assistance to make a purchase or information about a service needed. Likewise, don’t say, “Good morning, welcome to Smith Jewelers.” That gets old, fast. What if they come in three or four times a year and hear you say the same thing? Keep your greetings creative and make sure they’re welcoming. Your greeting should be professional and make your client feel glad they came into your place of business.

Be present for the start of the sale, and keep it professional. Starting strong allows you to make it to the end (and hopefully close the sale). By doing so, you’ll keep your client from wanting to go to the Internet — after all, we do want to talk to real people, especially when it comes to jewelry.

Continue Reading

Shane Decker

How to Close a Male Buyer When You Know the Female Wants the Product

He needs to hear her say “yes.”

mm

Published

on

HOW DO YOU CLOSE a bridal or anniversary ring sale when you know that the woman is making the decision on the product, but the man is the one making the purchase? You have to make two presentations at the same time — one that delivers peace of mind and freedom from risk (for him), and one that delivers on style and sentiment (for her).

Let’s say you’ve gone through your presentation and sold cut, clarity, color and carat weight, and explained the lab report, and the man is satisfied with the diamond. The presentation is just getting started. The woman wants to look at different shapes, try it on, take pictures with it and wear it.

Video: Hand Out Specialty Items That Jewelry Buyers Actually Care About
Jim Ackerman

Video: Hand Out Specialty Items That Jewelry Buyers Actually Care About

Video: Stop Asking Jewelry Customers ‘What’s Your Budget?’
Jimmy Degroot

Video: Stop Asking Jewelry Customers ‘What’s Your Budget?’

Waiter Donates $200 to Jeweler’s Fundraiser, Wins Billionaire’s Heart, Gets Dream Job
Headlines

Waiter Donates $200 to Jeweler’s Fundraiser, Wins Billionaire’s Heart, Gets Dream Job

After you’ve built the relationship, ask selling-specific questions to both the man and the woman to find out exactly what they want. Eventually, you’ll know from conversation that the price is right, the diamond is correct and she loves the mounting. Now you’re in the 30-second window when it’s time to close the sale and the woman’s made up her mind. Sometimes you have to ask the wearer of the ring the proper questions so that the purchaser of the ring can hear answers to give him self-confidence to buy. You use the woman to help close the man.

Make sure she is wearing the ring when you ask these questions, and that she‘s looking at the ring during the conversation. He is going to hear a series of questions from you to which she will answer, “Yes.”

Do you love this ring? Yes.

Would you want to wear this ring all day, every day forever? Yes.

Would you like to leave with this ring today? Yes.

Does it feel right? (If not we can size it.) Yes.

Is this the diamond of your dreams? Yes.

He has heard five yeses. Now you can look at him and say, “She’s found the ring and diamond of her dreams.” This keeps him from saying, “We need to leave and discuss this.” She’s made up her mind; this is the one she wants. Based on the answers she’s given, she wants to leave with it. My close here would be, “While we’re wrapping this up, how would you like to take care of this?” You should use a close that’s correct for your selling profile.

Quit closing the wrong person. Sometimes you have to close the wearer first to close the buyer.

Continue Reading

Shane Decker

Here’s How to Know How Much Technical Information to Give Your Clients

Asking questions and building value should guide your decisions.

mm

Published

on

WITH BRIDAL SEASON upon us, diamond sales are at their highest peak that they’ll be all year (mid-April through September). With that said, we need to be at our best when selling diamonds, and that means knowing when, how much and what technical information we should give each client.

Technical information can be a major sale builder or a major sale killer, and it takes an educated salesperson to discern how to use it. Millennials are the most educated, research-based shoppers ever in our industry. Some clients want to have a Ph. D in diamond knowledge when they leave the store. But others just want some information, while some don’t want any. They all want to buy a diamond, but they all want different amounts and kinds of information to make the purchase.

Podcast: Hear Secrets of Cool From the Only Full-Time Employee of America’s Coolest Small Jewelry Store
America's Coolest 2019 Entries

Podcast: Hear Secrets of Cool From the Only Full-Time Employee of America’s Coolest Small Jewelry Store

Podcast: A Flash of Cash and Other Meditations on the Value of Jewelry
Over the Counter

Podcast: A Flash of Cash and Other Meditations on the Value of Jewelry

Podcast: Craig Husar Discusses His Career, and His Spectacular New Store, on ‘The Barb Wire’
The Barb Wire

Podcast: Craig Husar Discusses His Career, and His Spectacular New Store, on ‘The Barb Wire’

So when it comes time to talk about technical information, always ask this question: “Would you like to know more about it?” Find out how much they want to know and no more. If you assume they don’t want to know about the 4 Cs but they actually did, they will think you’re stupid and leave the store. If you’re a gemologist (and that’s great that you are), don’t think that because you have all that knowledge that the client wants to know all that you know. If you get technical and the client doesn’t want this information, they glaze over and the sale is dead.

If the client does want to get technical, always present the 4 Cs in the proper order of value: cut, color, clarity and carat weight. If they want to see the lab report, always get on the same side of the showcase as the client and have a scope ready to assist you with the presentation (not a loupe).

When showing the 4 Cs chart, always use it to build value. Too many sales professionals start at the top of the chart and go down (from Flawless to SI1 or SI2). This devalues the diamond because it shows how far down the scale it falls. So always start at the bottom with an I3 and go up to an I1 and stop — then talk about how small the internal characteristics are starting to be. If it’s an SI1, stop and let them know that the internal characteristics are now invisible to the naked eye.

Do the same thing with color: start at Z and go up to F or G or whatever it may be. Talk about how the diamond becomes more colorless as you go up the chart.
Ask questions as you present and explain the technical information as you go — don’t ask questions when you’re done. Cover everything as thoroughly as needed but no more. Keep this as simple or as complicated as the client’s needs are.

When you ask questions all the way through (Ask-Listen-Paraphrase close), this gives your client self-confidence about the purchase, and with this type of presentation based on the technical aspects of the product, it gives them reasons to purchase based on quality information.

Sometimes the lab report and your ability to sell it is the closing tool you need.

Continue Reading

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular