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5 Simple Steps To Closing More Virtual Jewelry Sales

They’re not difficult; you just have to be intentional.

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AS STOREFRONTS EVERYWHERE begin to reopen, it’s important to remember that virtual sales are here to stay.

Inevitably, there will be many people who aren’t quite comfortable coming in just to browse but are eager to buy from jewelers who know how to meet them where they’re at. Having this simple five-step system in place can help you close more sales virtually.

1. Know your technology. Set yourself up for success by testing your equipment and finding a quiet place with good natural lighting to run your video calls before you ever go live or meet with a client. Being comfortable on camera has its own learning curve, but the only way to get better is by doing more of these calls, so don’t overthink it!

2. Take extra care with your top clients. Use a spreadsheet to track your top 20 percent of customers and keep notes on what they like, important dates for upcoming celebrations, and so on. Reach out to them and offer a personal virtual showing of a few pieces that you think will interest them and try to schedule it at their earliest convenience on their preferred video chat platform.

3. Share your collections with your client list. As Stellene Volandes, the editor of Town And Country, said recently, “collectors are still collecting.” Plan a virtual showcase with pieces in your collection and invite your list for a no-pressure hangout where you’ll share a few of your favorite new arrivals or top picks for the season. One of my clients in Canada tried this tip and sold four out of the 10 pieces in her virtual showcase!

4. Make a deal. Now that you’ve opened up the channels of communication for inquiries and sales, you need to have the right approach to move through the closing process with confidence.

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If you have someone who wants to buy right then and there, take their credit card and shipping information over the phone and process the sale just as you would in person. Send them an emailed receipt immediately and mail their purchase promptly.

If you have an interested buyer who needs to think about it, try to see if you can learn about their objections and respond to them honestly in a way that showcases the benefits of the piece. Schedule a follow-up call in the near future if they still need some time to consider.

If a client wants to see a piece in person but doesn’t want to come in, hold a credit card on all pieces being sent to protect yourself and discourage fraud. We all know that getting a client to try on a piece of jewelry increases the odds of them purchasing exponentially, so making this an option for your best customers is key.

5. Follow up with interested non-buyers with confidence. Always try to schedule your follow-ups through a video call so that you can see as much of your client’s facial and body language as possible. Listen to any objections they might share and respond as accurately and helpfully as you can. Get comfortable with handling objections and even rejections, and remember that every “no” makes room for a “yes” from someone else.

Serving your clients digitally doesn’t have to mean reinventing the wheel. With this simple five-step plan, you can meet clients where they’re at and make stress-free sales!

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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]

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A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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