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Getting Back to Work: How to Reconnect With Your Clients

Meeting your clients where they’re at while reopening.

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STARTING THIS WEEK, many jewelers are gaining the opportunity to open their storefronts again.

For many, this is a very welcome bit of news — but for some who haven’t thought about a reopen plan (or aren’t sure if the one they have will lead to success), it can be intimidating.

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So I’ve put together this handy list of three things you need to consider when reconnecting with your clients and reopening your business…

Consider Your “One-to-Many” Interactions

Your social media, email marketing, and more are perfect for sharing your plans for reopening.

Even with your doors open, things won’t exactly be business as usual and communicating any changes you might have in store hours or policies upfront is critical to your success.

Likewise, showcase your merchandise in advance so that your staff and clients can better practice social distancing and feel at ease with fewer people browsing in-person.

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Photographs, videos, and virtual events are all highly effective ways to share what’s in your inventory and should be added to your regularly scheduled repertoire ASAP.

Consider Your “One-to-One” Interactions

After you’ve shared your reopening news with your community en masse, it’s time to focus on your one-on-one relationships.

Ideally, you’ve already reached out to your top 20% of clients during this crisis to check in on a personal level so that you can readily share your reopen news.

Invite them to browse your collection individually or find a specific reason for them to stop by if you can — like for a complimentary ring cleaning they’ll need after all this handwashing.

Upcoming birthdays, anniversaries, graduations, and other special events are all great opportunities to showcase that you’re thinking of them and make suggestions for new pieces they might be interested in.

And if you haven’t checked in with your top clients since this crisis began, now is the time to touch base via phone, text, or email (depending on what your clients and customers prefer).

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This interaction should be about human connection, not a sales pitch. News about your reopening can come naturally in the conversation or be shared at a later time.

Consider Maintaining a Digital Presence — and Even Having Dedicated Staff for This

Your storefront may be open, but you’re bound to have clients and customers who may be immuno-compromised or uncomfortable with the idea of going shopping in person.

Continuing to offer virtual appointments, hosting digital events, and enhancing the many ways people can reach you is critical to earning their business.

(Not to mention if a second wave does come, you’ll have the infrastructure you need to continue selling online.)

One of my clients who already had a lot of these elements in place was able to sell over 50 items in the month of April, even after she had shut the doors to her physical location.

With this kind of success, she hasn’t been in a rush to open her physical doors back up and can start by opening by appointment only and work with her best clients to make sure that she has a solid reopening strategy in place.

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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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After 42 years, it was time for Gina McHugh to hang up her bench tools and plan on doing something completely different. She and her husband, Mick, had a beautiful Binghamton, NY store — The Goldsmith — but in late 2019, the time felt right for retirement. They called Wilkerson. “They’d always been a part of our bridal jewelry selection,” says Gina, “and I felt really good about their quality and service. So, when we were looking for someone to work with us, Wilkerson was a natural.” With the kind of service and support Wilkerson is known for, Gina says their sales consultants made their retirement sale, “successful and quite easy.”

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