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)
Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson
When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy.
Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision."
The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.
