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Kathleen Cutler

3 Ways to Convert Virtual Sales

The medium matters less than how you interact with consumers.





ONE OF THE biggest mistakes jewelers make is getting lost in the search for a perfect social-media platform.

It’s so easy to spend weeks working out which social media site is the “best,” months trying to master that platform, and just when you think you’ve gotten the hang of it and are starting to see some traction …

Boom. The algorithm changes, and you’re left back at square one.

But true business success on social media doesn’t come from outsmarting the updates that you know are lurking just around the corner; it comes from embracing the social nature of wherever you show up (strategically, of course!).

When you know how to talk to people in a way that builds your “know-like-trust” factor, you can take that skill wherever our evolving digital landscape moves next.

Here are three surefire ways to nail your sales conversations on any platform:


1. Invite your audience to start a conversation with you. Whether inside your showroom or on social media, one-to-one conversations are where we have the highest chance of closing a sale. You can turn any public post into a private conversation by asking your audience to drop an emoji in the comments and saying you’ll direct-message them something special: a sneak peek at what’s on your bench, an article you’re featured in, a code for free shipping, etc.
From there, you can ask them about what drew them to your work and guide them toward pieces they might like best. Make this one-to-one conversation all about them, and you’ll also make a fabulous first impression.

2. Pay extra attention to your extremely important collectors.
Staying in contact with your extremely important collectors (your top shoppers) can take many forms, from emails to texts and good old-fashioned run-ins around town — but social media makes it so simple. Friending and following your closest connections makes it easy to keep in touch and remember important dates like birthdays and anniversaries. It’s important to build genuine relationships with your extremely important collectors and remember that not every conversation you have with your collectors should be about sales.

3. Move the conversation to video when it’s time to talk sales. Once someone has expressed interest in a piece (or many pieces), it’s time to ask them to join you for a video call so they can get their questions answered and see how your jewelry moves and captures the light. Video is a far more effective communication tool than text, so it’s worth spending time to get comfortable with being on video so that you can connect with confidence.

In the end, what social media platform you use matters less than how you use it.

Approach each connection with the goal of providing excellent service, use guiding questions to keep the conversation flowing, and you’ll have a skill that you can take with you onto any platform!


Kathleen Cutler, profit expert for high-end jewelry brands, focuses on helping jewelers understand how to convince younger, affluent audiences to buy, combining modern tech with retro-style relationship building. Kathleen has a degree from GIA and has coached 100-plus jewelers. Reach her at [email protected]



Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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