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Head Trip

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GETTING INSIDE a customer’s head may seem like a scary prospect. Perhaps the ?just-looking? guy whose response to your opening line was halfway between a grunt and growl is really just a great big pussycat under that gruff exterior. Or perhaps he truly is a man-eating tiger, with a particular preference for a jeweler’s tasty flesh. Regardless of the risks of venturing into such cranial frontiers, if you want to get diamond earrings on the ear lobes of his wife, you will have to address matters with the frontal lobe of the husband’s brain.  

With the Christmas selling season coming soon now is a good time to turn yourself and your sales team into brain explorers. Yes, just like those intrepid souls from that classic science fiction movie, Fantastic Voyage. But instead of going to all the effort of miniaturizing your staff and constructing a teeny-tiny ship capable of traveling through the human body, why not just have a look at this month’s lead story on customers?  

In this month’s lead, we examine the customer psyche from many different angles, telling you what they’re thinking, what to do and what not to do, to make the most of your interaction with them. Retailers from across the country identify their toughest customer types, from those number-crazy ?engineer? types who thrive on technical presentations to the emotionally-driven customer who desperately wants to be romanced by a jeweler. (Not all of us do well with such customers ? which is probably why God invented the ?turnover?.) We also offer methods you can use to establish yourself as a customer’s trusted style advisor ? a great way for you to influence their purchase decisions. Plus, as an extra bonus for the style-challenged, we’ve even got a grid of celebrities along with suggestions from retailers and designers as to the jewelry that would suit them best.) Finally, we show you how to make the most of that much-maligned, but thoroughly golden opportunity ? the customer who just wants to try stuff on. Hey, don’t sigh ? sell! 

Hope you enjoy this month’s issue. 

Wishing you the very best business …
David Squires 
Executive Editor and Associate Publisher 
(Click here

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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 Squires

Head Trip

Published

on

GETTING INSIDE a customer’s head may seem like a scary prospect. Perhaps the ?just-looking? guy whose response to your opening line was halfway between a grunt and growl is really just a great big pussycat under that gruff exterior. Or perhaps he truly is a man-eating tiger, with a particular preference for a jeweler’s tasty flesh. Regardless of the risks of venturing into such cranial frontiers, if you want to get diamond earrings on the ear lobes of his wife, you will have to address matters with the frontal lobe of the husband’s brain.  

With the Christmas selling season coming soon now is a good time to turn yourself and your sales team into brain explorers. Yes, just like those intrepid souls from that classic science fiction movie, Fantastic Voyage. But instead of going to all the effort of miniaturizing your staff and constructing a teeny-tiny ship capable of traveling through the human body, why not just have a look at this month’s lead story on customers?  

In this month’s lead, we examine the customer psyche from many different angles, telling you what they’re thinking, what to do and what not to do, to make the most of your interaction with them. Retailers from across the country identify their toughest customer types, from those number-crazy ?engineer? types who thrive on technical presentations to the emotionally-driven customer who desperately wants to be romanced by a jeweler. (Not all of us do well with such customers ? which is probably why God invented the ?turnover?.) We also offer methods you can use to establish yourself as a customer’s trusted style advisor ? a great way for you to influence their purchase decisions. Plus, as an extra bonus for the style-challenged, we’ve even got a grid of celebrities along with suggestions from retailers and designers as to the jewelry that would suit them best.) Finally, we show you how to make the most of that much-maligned, but thoroughly golden opportunity ? the customer who just wants to try stuff on. Hey, don’t sigh ? sell! 

Hope you enjoy this month’s issue. 

Wishing you the very best business …
David Squires 
Executive Editor and Associate Publisher 
(Click here

Advertisement

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.

Promoted Headlines

Most Popular