Connect with us

Kathleen Cutler

Close More Online Sales by Following These 3 Simple Strategies

The more personal you make the connection, the more likely you are to close the sale.

mm

Published

on

READY TO PUT this year’s market research from the jewelry industry to work in your business?

While many sectors of the luxury market have been thrown into a tailspin, 2020 and 2021 have been relatively kind to jewelers.

Accessories have experienced the least disruption in their sales statistics and are on track to continue rising as other market segments (think travel or fine dining, for example) face great challenges in getting up to speed safely.

Translation? You only need to make a few small shifts to capture the blue ocean of opportunity that lies before you!

1. Don’t rely on the “Buy Now” button to be your lead salesman.

There’s no denying that digital sales have increased exponentially over the last two years — but when it comes to fine jewelry, we need a nuanced approach.

Executing a flawless online sales strategy isn’t as easy as maintaining a website, hopping on social media from time to time, and hoping those ready-to-buy leads find their way to you. The overwhelming majority of collectors want to be guided through their shopping experience.

Advertisement

Use technology to your advantage to build trust and invest in tools like a chatbot and a scheduling tool to make sure your browsers can get support and book an appointment with you directly from your home page.

2. Offer the luxury of privacy when making sales in any setting.

Whether you’re offering in-person appointments or are taking a strictly digital approach with your business right now, offering private appointments will go a long way in building a sense of safety and security into your buying process.

Privacy is a huge concern to modern collectors, and the affluent are willing to pay a premium for that luxury.

One client of mine moved to a “by appointment only” approach in the spring of 2020 and has maintained that approach both digitally and in their showroom, resulting in their best year ever with over $1.5M in additional revenue compared to their previous annual record.

Not surprisingly, they plan to continue their “by appointment only” approach indefinitely!

3. Bring a personal touch to every step of your sales process.

It’s no secret that human connection is something we all deeply crave right now — and bringing that into your online sales presentation is a surefire way to stand out from the competition and gain collectors for life.

Advertisement

Small touches can go a long way, like a personalized PS in your emails or revising the automated and templated elements of your business to better reflect you. This is especially true in the modern high-end market now, and the importance of having a personal jeweler is expected to rise in the coming years.

Change is never exactly easy, but making these three simple shifts in your business can lead to big results when it comes to your revenue in 2021 (and beyond!)

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]

Advertisement

SPONSORED VIDEO

It’s Going to Set Us Up Very Nicely for Retirement

You’ve worked hard all your life. And if you’re like most jewelers contemplating retirement, you’re hoping that your going-out-of-business sale will add to your nest egg — with minimal complications. That’s exactly what Doug and Jacki Friedrich, fourth-generation owners of Friedrich Jewelers Inc., of Vernon, Conn., experienced when they selected Wilkerson to run their sale. “Jewelers who are contemplating a sale should go with Wilkerson because of their experience,” says Doug. And with financial goals “exceeding expectations,” the couple can now focus on enjoying the next chapter of their lives. “It’s going to set us up very nicely for retirement,” says Jacki. “The money’s coming in and we have no complaints. It’s been wonderful.”

Promoted Headlines

Most Popular