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Shane Decker

24 Tips for Selling Engagement and Wedding Rings

Two dozen things that help you make that important sale.

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1.Always find out what they like and what they’ve already seen. 

2. Make them feel very special. This is one of the most remembered days in the life of a bride. 

3. Get them to sit; they’ll stay longer. 

4. Privacy is a must. Have your bridal department as far away from other areas as possible (right rear corner if your store will allow it).

5. If your clients are 50 years old or up, it could be a 30th anniversary or a second marriage. He is there for moral support. Make the presentation all about her.

6. If it’s a millennial couple, you must give two presentations at the same time. He buys lab reports, diamond warranties, guarantees and company benefits. She buys style, fashion, sentiment and beauty. 

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7. Ask them if they’ve researched their purchase (more than 90 percent have). Remember that too much technical info can kill a sale, while none, if they’ve done research, can also kill a sale. 

8. Don’t have calculators out on the counter. It takes the romance out of the presentation.

9. Use value-added statements to prove the integrity of your price.

10. Give them time to talk privately if needed. This keeps them from leaving.

11. Know how to close all the way through without being pushy.

12. Be able to handle all objections with speed and accuracy.

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13. Know how to sell your services: ring sizing, appraisals, setting, clean-and-polishing, rhodium plating. 

14. Know when and how to team-sell.

15. Sell on the same side of the case if possible.

16. Match age groups when possible. When the seller and buyer are close to the same age, the closing ratio goes up because of common experience and vocabulary. 

17. Never talk about sex, religion or politics.

18. Never sell out of your own pocketbook. One-carats are standard and many are buying 2-, 3- and 4-carat centers.

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19. Never ask if they’re on a budget. By asking the proper questions, you can find out what they want to spend. 

20. Keep your bridal jewelry steam-cleaned and wiped off at all times. A fingerprint on a diamond is a sign of rejection.

22. Offer to clean and polish the jewelry they’re wearing. It helps keep them in the store longer and shows them how important the jewelry they’re wearing is.

23. Ask to take a photo of the ring on her hand and if you can post it to your store’s social media. Ask if she’d like you to text it to her.

24. Walk them to the door. Get the appropriate information so you can stay in touch and let them know how thankful you are that they came in.

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 [email protected].

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Wilkerson Testimonials

After 42 Years in Business, They Chose Wilkerson to Close Up Shop

After 42 years, it was time for Gina McHugh to hang up her bench tools and plan on doing something completely different. She and her husband, Mick, had a beautiful Binghamton, NY store — The Goldsmith — but in late 2019, the time felt right for retirement. They called Wilkerson. “They’d always been a part of our bridal jewelry selection,” says Gina, “and I felt really good about their quality and service. So, when we were looking for someone to work with us, Wilkerson was a natural.” With the kind of service and support Wilkerson is known for, Gina says their sales consultants made their retirement sale, “successful and quite easy.”

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