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4 Steps to Conquer Engagement Ring Season Without Negotiating Prices 

Let your customers lead and stop competing with online retailers, says GN Diamond.

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(PRESS RELEASE) After labor day, engagement ring sales begin to take off — and brides and grooms-to-be still prefer to make their final purchase in-store. According to The Knot, December is by far the most popular month to propose, so get ready to greet a slew of couples shopping for the right ring in the months leading up.

Whether you’re showing an anxious groom the most dazzling two-carats in your inventory, or helping an informed bride find a brilliant-cut diamond like she saw on social media, your presentation can make or break the sale. The key is to provide a memorable in-store experience that centers on the couple’s relationship and the love story they’re living out.

Focus on the Meaning Behind the Purchase

To increase your closing ratio this engagement season, make your customers the heroes of your presentation. This kind of fairytale transaction, which doesn’t involve price comparisons and markdowns, takes preparation, passion, and follow through to pull off. Here’s how:

  • Utilize GN Diamond’s In-store selling tool to create that WOW factor all brides and grooms-to-be crave.
    GN’s, easy to use, diamond sales tools allow you to show customers a 360 degree view of the diamond, light performance analysis, gemprint for additional customer insurance discounts and the GIA cert.  This is all accessed on line via i-pad or smartphone and may be shared with loved ones with one easy link accessing all information. This actually shortens the sales presentation and gives your store a point of distinction from on-line and big box stores.
  • Get the word out.
    Social media is a top source of inspiration for choosing ring designs and finding a seller. While reaching out to your customer list to stay top-of-mind and drive referrals is always important.  Millennials love our new sales tools so much they have been sharing their experiences with friends and family increasing your referrals.  We also have marketing tools that may be used on Instagram, Facebook, Pinterest, and Yelp.
  • Romance the in-store presentation.
    Chances are the millennial couples walking through your doors have done their online research and know what they’re looking for. They could have bought a diamond from a discount internet retailer, but that doesn’t make for a very romantic story. Create the romance by further showing the GN platform which explains the rarity of diamonds.  It is sure to make them ooh and ahhh!
  • Friendly follow-up.
    While most will enter your store ready to buy, others will visit multiple stores before making a decision. The easy, unique diamond link may be emailed or texted to your customer which, also, enables you to capture their cell phone information in case it was not available.

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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