Connect with us

Shane Decker

How to Avoid 3 Security and Sales Risks

Secure sales techniques not only keep your jewelry safer, they make your clients happier, writes Shane Decker.

mm

Published

on

THROUGHOUT THE YEAR, I’m in jewelry stores all over the country, and one thing I’ve noticed is that many stores are packing up their jewelry and timepieces before they close. They start packing up at 5:30 when they close at 6. What if a client comes in at 5:50 because that’s the only time he can make it, and everything is put away? You’ve just told him you don’t want to wait on him. He’ll go somewhere else and become a client there.

I’ve heard salespeople tell such a client, “Tell us what you want and we’ll go get it out.” But by that point, it’s already too late. The client feels like he is being a bother or that your plans are more important than he is. (Not only is the practice of packing up early a sale killer, but your insurance carrier may have a problem with it as well. You’ve got your jewelry all boxed up and sitting on top of the counters for the bad guys to come in and take it out very easily.)

Podcast: This Diamond Heist Simply Didn’t Make the Grade
Over the Counter

Podcast: This Diamond Heist Simply Didn’t Make the Grade

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler
JimmyCast

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive
Over the Counter

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive

Some stores try to avoid killing the sale by packing up areas where they don’t think the client is looking. But this is silently telling the client, “Hurry up and get out so that we can finish packing up the area you’re looking at.”

Clients hate feeling rushed. They chose your store to purchase jewelry. If you’re in that big of a hurry to get home every night, go get another job! Quit killing the client’s experience.

Another problem I see often is what I call “over-showing.” It’s when salespeople have too many items out on the counter pad. This only confuses the client. It also makes it easier for someone to grab your inventory and run out the door. If you ask enough selling-specific questions, you can dial in quickly on what the client wants and concentrate on one or at most two items. Never have more than three items at once on the pad. But always put the item that interests the client in their hand. It shows trust and gives them ownership.

One final security risk that I see is salespeople walking away from their clients. If you leave the merchandise out in front of them, you make them feel nervous. But if you take it with you, you’re showing them that you don’t trust them. This is a sale killer. Always have someone to assist you to avoid either of these bad options.

Advertisement

Be sales-minded, but also be security minded. Practice store floor awareness. Be aware of other sales associates’ needs. This will make your store more secure, and equally importantly, make your clients much happier with their experience.

Shane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at sdecker@ex-sell-ence.com.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Aging Inventory Sale? There’s a Science to Maximizing Results

Craig Husar, president of Lyle Husar Designs of Milwaukee, WI, has tried to organize sales of his aging inventory before he let Wilkerson do one for him. “If it had been up to me, I probably would have used the same methods I’ve always used and I would have gotten the same results I’ve always been disappointed with,” he says. After Wilkerson, there’s no going back. “Everything Wilkerson brought to the table just elevated this event higher than anything I’ve ever experienced before.”

Promoted Headlines

Shane Decker

What Not To Do During the First 30 Seconds of Any Sale

Huddling at the back is a big no-no.

mm

Published

on

HAVE YOU EVER walked into what appeared to be a nice store, only to spin and leave faster than you came in? Or, have you ever walked into a nice place of business and watched two salespeople look at each other, then you, then each other again, like they’re seeing which one of them is going to wait on you?

You’re not alone — we’ve all had this experience, and jewelry stores are no exception. At too many stores, you’re not greeted at all, and sometimes, you can’t even find anyone to take care of your needs. This is one reason the Internet is doing so well.

People today are time-starved, and they will decide within the first 30 seconds of entering your store whether or not they’re going to give you their money.

Let’s begin with the first five seconds: every customer must be greeted — ideally, from the “sweet spot” in your store (15 feet inside your door to the customer’s right as they walk in). When you’re a client and you’re acknowledged, you feel important. It’s a relief subconsciously to realize that the sales associates know you’re there.

Never allow your sales floor to be vacant when clients come in. Many say they are just looking, but that’s an opportunity for you to use your first close by saying, “I always do that before I buy; let’s get started!” or “I’m glad you came in to take care of that today.”

“I’m just looking” means “I’m just spending.” It means “I’m on a mission, and when I find what I’m looking for, I’m gonna buy it.” It does not mean, “Leave me alone.” Like I said before, we are a time-starved nation, and nobody is just looking.

Do not come from the back of the store to the front; you should be there already. When you come from the back, your mind is focused on the busy work you were doing or the donut you were eating.

Never greet a customer from a group huddle. It’s good to laugh in your store, but if you’re all laughing about something when the client walks in, they may think you’re laughing at them.

Do not use canned openings like “Hi how are you?” or “What can I help you with?” Clients don’t need “help”; they want professional assistance to make a purchase or information about a service needed. Likewise, don’t say, “Good morning, welcome to Smith Jewelers.” That gets old, fast. What if they come in three or four times a year and hear you say the same thing? Keep your greetings creative and make sure they’re welcoming. Your greeting should be professional and make your client feel glad they came into your place of business.

Be present for the start of the sale, and keep it professional. Starting strong allows you to make it to the end (and hopefully close the sale). By doing so, you’ll keep your client from wanting to go to the Internet — after all, we do want to talk to real people, especially when it comes to jewelry.

Continue Reading

Shane Decker

How to Close a Male Buyer When You Know the Female Wants the Product

He needs to hear her say “yes.”

mm

Published

on

HOW DO YOU CLOSE a bridal or anniversary ring sale when you know that the woman is making the decision on the product, but the man is the one making the purchase? You have to make two presentations at the same time — one that delivers peace of mind and freedom from risk (for him), and one that delivers on style and sentiment (for her).

Let’s say you’ve gone through your presentation and sold cut, clarity, color and carat weight, and explained the lab report, and the man is satisfied with the diamond. The presentation is just getting started. The woman wants to look at different shapes, try it on, take pictures with it and wear it.

Waiter Donates $200 to Jeweler’s Fundraiser, Wins Billionaire’s Heart, Gets Dream Job
Headlines

Waiter Donates $200 to Jeweler’s Fundraiser, Wins Billionaire’s Heart, Gets Dream Job

Video: This Saleswoman Remade Her Job … And Something Amazing Happened
Jimmy Degroot

Video: This Saleswoman Remade Her Job … And Something Amazing Happened

Video: An Instagram ‘Influencer’ Came to My Jewelry Store … And It Did Not Go Well
Cullen Wulf

Video: An Instagram ‘Influencer’ Came to My Jewelry Store … And It Did Not Go Well

After you’ve built the relationship, ask selling-specific questions to both the man and the woman to find out exactly what they want. Eventually, you’ll know from conversation that the price is right, the diamond is correct and she loves the mounting. Now you’re in the 30-second window when it’s time to close the sale and the woman’s made up her mind. Sometimes you have to ask the wearer of the ring the proper questions so that the purchaser of the ring can hear answers to give him self-confidence to buy. You use the woman to help close the man.

Make sure she is wearing the ring when you ask these questions, and that she‘s looking at the ring during the conversation. He is going to hear a series of questions from you to which she will answer, “Yes.”

Do you love this ring? Yes.

Would you want to wear this ring all day, every day forever? Yes.

Would you like to leave with this ring today? Yes.

Does it feel right? (If not we can size it.) Yes.

Is this the diamond of your dreams? Yes.

He has heard five yeses. Now you can look at him and say, “She’s found the ring and diamond of her dreams.” This keeps him from saying, “We need to leave and discuss this.” She’s made up her mind; this is the one she wants. Based on the answers she’s given, she wants to leave with it. My close here would be, “While we’re wrapping this up, how would you like to take care of this?” You should use a close that’s correct for your selling profile.

Quit closing the wrong person. Sometimes you have to close the wearer first to close the buyer.

Continue Reading

Shane Decker

Here’s How to Know How Much Technical Information to Give Your Clients

Asking questions and building value should guide your decisions.

mm

Published

on

WITH BRIDAL SEASON upon us, diamond sales are at their highest peak that they’ll be all year (mid-April through September). With that said, we need to be at our best when selling diamonds, and that means knowing when, how much and what technical information we should give each client.

Technical information can be a major sale builder or a major sale killer, and it takes an educated salesperson to discern how to use it. Millennials are the most educated, research-based shoppers ever in our industry. Some clients want to have a Ph. D in diamond knowledge when they leave the store. But others just want some information, while some don’t want any. They all want to buy a diamond, but they all want different amounts and kinds of information to make the purchase.

Podcast: This Diamond Heist Simply Didn’t Make the Grade
Over the Counter

Podcast: This Diamond Heist Simply Didn’t Make the Grade

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler
JimmyCast

Podcast: Doug Meadows Shares the Ups and Downs of His Life as a Jeweler

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive
Over the Counter

Podcast: Against the Odds, a High School Student Fights to Keep the Family Jewelry Store Alive

So when it comes time to talk about technical information, always ask this question: “Would you like to know more about it?” Find out how much they want to know and no more. If you assume they don’t want to know about the 4 Cs but they actually did, they will think you’re stupid and leave the store. If you’re a gemologist (and that’s great that you are), don’t think that because you have all that knowledge that the client wants to know all that you know. If you get technical and the client doesn’t want this information, they glaze over and the sale is dead.

If the client does want to get technical, always present the 4 Cs in the proper order of value: cut, color, clarity and carat weight. If they want to see the lab report, always get on the same side of the showcase as the client and have a scope ready to assist you with the presentation (not a loupe).

When showing the 4 Cs chart, always use it to build value. Too many sales professionals start at the top of the chart and go down (from Flawless to SI1 or SI2). This devalues the diamond because it shows how far down the scale it falls. So always start at the bottom with an I3 and go up to an I1 and stop — then talk about how small the internal characteristics are starting to be. If it’s an SI1, stop and let them know that the internal characteristics are now invisible to the naked eye.

Do the same thing with color: start at Z and go up to F or G or whatever it may be. Talk about how the diamond becomes more colorless as you go up the chart.
Ask questions as you present and explain the technical information as you go — don’t ask questions when you’re done. Cover everything as thoroughly as needed but no more. Keep this as simple or as complicated as the client’s needs are.

When you ask questions all the way through (Ask-Listen-Paraphrase close), this gives your client self-confidence about the purchase, and with this type of presentation based on the technical aspects of the product, it gives them reasons to purchase based on quality information.

Sometimes the lab report and your ability to sell it is the closing tool you need.

Continue Reading

Most Popular