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Kathleen Cutler

Here’s Why Kindness Could Be Your Ticket to Sales Growth

Set your showroom apart with these proven relationship-building strategies.




WHEN IT COMES to being considered “cool” by your customers, it’s no surprise that every client has a slightly different take on what that means.

That may frustrate those who are looking for an easy solution to connect with customers, but for jewelers and retailers who know how to personalize their shopping experiences, it’s a wealth of opportunity to form deeper and more meaningful connections.

Take a Judgment-Free Interest in Those Who Are “Just Browsing.”

One of the biggest mistakes that jewelers and retailers make when trying to qualify a new lead is jumping directly into talking about the jewelry. Whether the person has come through your doors or opened up a conversation online, you can get a better sense of their buying needs by taking on the role of consultant and asking them about their reason for acquiring a new piece, where they might see themselves wearing it, or what they like about it. Key details like this help build an instant rapport and put you in the best position to redirect their attention to your best-suited recommendations or even referral partners if they’re not a good match for you.


Show Up for Your Clients as a Trusted Advisor and Genuine Friend.

There’s an old adage that says: No one likes to be sold to, but everyone loves shopping with a good friend. This reframe opens up the relationship and can mean the difference between coming across as a pushy salesperson or a professional advisor.

Honesty, attention to detail, and careful notes about your clients’ personal lives and jewelry preferences will go a long way, while offering personalized recommendations and private shopping experiences give you an opportunity to create a relaxed atmosphere where you can sell more easily.

Give Your VIP Clients the VIP Treatment — without Offering Discounts.

Whether you’re dealing with a client who’s been with you for years, a brand-new client spending at the top of your price range, or a strategic business partner who has never bought from you but given you numerous referrals over the years, your extremely important connections are best nurtured and preserved with a little touch of luxury.

Sending cards for birthdays, anniversaries, graduations, and other important milestones is a quick and easy way to celebrate them and stay top of mind. Meanwhile, hosting private events or providing small gifts like champagne or flowers can step up your service and take these relationships and your client experience to the next level.

Instilling these habits and values into your sales process can create an atmosphere of less pressure and more purpose that your clients and connections will love — and they’re just the tip of the iceberg. For more proven clienteling and connection building services, please visit here.


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]



Retirement, Anniversary or Going Out of Business Sale? Let Wilkerson Handle the Details

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

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