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David Geller

Here’s How to Close More Repair Sales

Don’t be afraid to raise prices; your jewelers’ expertise is worth it.

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SO MANY STORES I talk to are afraid of what customers will say if they raise their prices. But remember, a customer may ask, “Why is it so expensive?”, but it doesn’t mean they won’t buy your service. What the customer is saying is, “Tell me more.”

Sure, some will leave, but it’s a numbers game. The truth is, if 10 people ask, “How much to fix my ring?”, after giving the price, nine out of 10 will say, “OK, when can I pick it up?”

Here’s how to make sure you close as many repair sales as possible.

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a. Hold store meetings to train your staff on why repairs have gone up and what to say to customers concerned about price.

b. Role-play during the meeting. One person asks why the repair costs so much, while the other associate gives good feedback. At the end of the meeting, let your team give opinions on who did the best.

c. Teach your staff how jobs are done so they can explain it to your customers. Once they understand the intricacies involved, customers will feel better about letting go of their dollars. They came to you because they trust you — know that.

I often told my customers this: “Look, if I personally didn’t work here anymore, this would still be the only place I’d bring my jewelry to be repaired because I know the skill set of the jewelers who work here.”
(If you can’t say that about your own store or the trade shop you use, then you need to make drastic changes.)

I want you to ask your jeweler (or call your trade shop) and ask these three questions:

  • How long have you been working as a jeweler?
  • How long have you worked here?
  • What is the most expensive item you’ve ever worked on in your life?

So then, when a client asks, “Why is it so much to size my ring larger?” you can respond:

  • “First, when our jeweler sizes your ring, you won’t be able to see where it has been sized. Then she will check and tighten all of the stones so when it leaves the store, it will be snug as a bug in a rug and guaranteed for a year. If any stones get loose, we’ll tighten them at no charge, and if any of them fall out in a year, we’ll replace them for you at no charge.
  • “After sizing, the jeweler will refinish the ring so it shines like the top of the Chrysler building and then coat it with a fresh batch of rhodium to make your ring as white as the day you bought it.
  • “But lastly, our jeweler, Sally, has been doing this for over 25 years and has been working for us for over five years. In addition, she has worked on jewelry that cost over $125,000! And you do want that expertise, don’t you?”

Practice makes perfect!

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