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David Geller: Build to the Moment of Truth

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David Geller: Build to the Moment of Truth

On Running Your Shop: Build to the Moment of Truth

As with a high-school flame, you have to woo the customer

BY DAVID GELLER

David Geller: Build to the Moment of Truth

Published in the March 2013 issue.

While many customers today will check the Internet before heading to a brick-and-mortar jeweler, there are some who visit a store first and then go home and buy on the Internet.

Now why would they do that?

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It most likely has to do with how they were not treated: Was it like cattle? Or was it like a houseguest or maybe even that girl who agreed to a date during your teen years?

I was taught by a high-school buddy that when you took a girl on a date you should build up to the kiss at the door. My pal had determined six touches throughout the evening was the magic number.

“You open the car door for her when you pick her up. Touch her back with the slightest nudge, showing her how to get into the car.” First touch!

“When you park, say, ‘Stay right there,’ and jump around to open her door. Extend your hand to help her out.” Second touch! “When the restaurant door is opened, put a hand on her back as she enters.” Third touch!

“So when you take her home, you may not have even held her hand, but a front-door embrace should not be a surprise!” It’s all about building up to the moment of truth.

Selling jewelry from the case, repairing heirlooms or doing a custom design should be approached similarly. You don’t “meet, greet and pounce” on a customer. You go through the “touch” process.

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OK, so how are customers treated on the Internet? The answer is, they aren’t. Although they are informed, trained and educated. The Internet has three main advantages over B&M retailers:

 Price. Yes, it is possible to often get a better price on the Web. But 80 percent of jewelry is still sold in stores, so customers obviously still like the traditional experience with polite staff to answer questions and make them feel at ease.

 Ability to compare stores. Forget it: you can’t compete with Google.

 Education. You can match the Internet here. Train the sales staff. Set up signs or flat-screen monitors or even iPads out in the showroom with lots of easy to find information about jewelry.

The final issue to consider is accessibility. There is no one on the Internet to tell a browser what she can and can’t look at. In a store, all the goodies are under lock and key. How to overcome this problem? Attentive care.

As soon as you see a customer looking at a ring for three seconds, take the ring out of the showcase, hand it to her and say something like: “Isn’t this a beaut?” Place the jewelry in her hands without asking. It shows you trust her. There is much here that is similar to dating skills. Use compliments, be courteous, and always be willing to help them try on jewelry. In short, woo them.

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SPONSORED VIDEO

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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David Geller

David Geller: Build to the Moment of Truth

mm

Published

on

David Geller: Build to the Moment of Truth

On Running Your Shop: Build to the Moment of Truth

As with a high-school flame, you have to woo the customer

BY DAVID GELLER

David Geller: Build to the Moment of Truth

Published in the March 2013 issue.

While many customers today will check the Internet before heading to a brick-and-mortar jeweler, there are some who visit a store first and then go home and buy on the Internet.

Advertisement

Now why would they do that?

It most likely has to do with how they were not treated: Was it like cattle? Or was it like a houseguest or maybe even that girl who agreed to a date during your teen years?

I was taught by a high-school buddy that when you took a girl on a date you should build up to the kiss at the door. My pal had determined six touches throughout the evening was the magic number.

“You open the car door for her when you pick her up. Touch her back with the slightest nudge, showing her how to get into the car.” First touch!

“When you park, say, ‘Stay right there,’ and jump around to open her door. Extend your hand to help her out.” Second touch! “When the restaurant door is opened, put a hand on her back as she enters.” Third touch!

“So when you take her home, you may not have even held her hand, but a front-door embrace should not be a surprise!” It’s all about building up to the moment of truth.

Advertisement

Selling jewelry from the case, repairing heirlooms or doing a custom design should be approached similarly. You don’t “meet, greet and pounce” on a customer. You go through the “touch” process.

OK, so how are customers treated on the Internet? The answer is, they aren’t. Although they are informed, trained and educated. The Internet has three main advantages over B&M retailers:

 Price. Yes, it is possible to often get a better price on the Web. But 80 percent of jewelry is still sold in stores, so customers obviously still like the traditional experience with polite staff to answer questions and make them feel at ease.

 Ability to compare stores. Forget it: you can’t compete with Google.

 Education. You can match the Internet here. Train the sales staff. Set up signs or flat-screen monitors or even iPads out in the showroom with lots of easy to find information about jewelry.

The final issue to consider is accessibility. There is no one on the Internet to tell a browser what she can and can’t look at. In a store, all the goodies are under lock and key. How to overcome this problem? Attentive care.

Advertisement

As soon as you see a customer looking at a ring for three seconds, take the ring out of the showcase, hand it to her and say something like: “Isn’t this a beaut?” Place the jewelry in her hands without asking. It shows you trust her. There is much here that is similar to dating skills. Use compliments, be courteous, and always be willing to help them try on jewelry. In short, woo them.

Advertisement

SPONSORED VIDEO

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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