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Selling Design: Jan Brassem

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Sales advice for designer jewelry.

[h3]Jan Brassem[/h3]
Managing Director, Brassem Global Consulting

[dropcap cap=CONSUMERS]of designer jewelry fall into two basic categories: Ones who seek your input, and those who want to be left alone. Ultimately, both
will either come to you for information or meet you at the checkout counter.[/dropcap]

My first rule when selling the well-heeled customer who wants to be left alone is “less is more.” Chances are, she knows her styling likes and dislikes. The salesperson doesn’t need to use much selling or coaching — a little goes a long way. As a matter of fact, a conscientious salesperson can be irritating — in the customer’s eyes, anyway — making the sale that much more diffi cult. Don’t be considered pushy.

So here’s what I do. I pretend I’m busy doing something else, (i.e., dusting, arranging, doing paperwork, you get the idea). I am never more than 20 feet away. If the customer is at all interested in a style, you’re ready to help. But, remember, she has to ask the question before you initiate a conversation.

This brings us to the second rule. When selling the wealthier jewelry customer, personal style appeal always trumps salesmanship. If a particular ring or bracelet is
what the customer likes, very little selling is needed, except when a question needs answering.

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But, when the customer seems lost by all your designs, it is up to you to take the bull by the horns and probe — question — to fi nd out likes, dislikes, budgets,
personality and anything else that will close the deal. Lead her to a style that you think would fi t her personality and budget. If she turns that down, start over and probe some more. While you’re at it, develop a relationship with her. She could end up being a customer for life.

The upscale luxury customer, whether the quiet type or the curious browser, will demand high quality and excellent service. Be sure to be able describe, in detail, diamond quality, craftsmanship, colored stone coordination, manufacturer, country of origin and the like.

[span class=note]This story is from the July-August 2011 edition of INDESIGN[/span]

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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Selling Design: Jan Brassem

mm

Published

on

Sales advice for designer jewelry.

[h3]Jan Brassem[/h3]
Managing Director, Brassem Global Consulting

[dropcap cap=CONSUMERS]of designer jewelry fall into two basic categories: Ones who seek your input, and those who want to be left alone. Ultimately, both
will either come to you for information or meet you at the checkout counter.[/dropcap]

My first rule when selling the well-heeled customer who wants to be left alone is “less is more.” Chances are, she knows her styling likes and dislikes. The salesperson doesn’t need to use much selling or coaching — a little goes a long way. As a matter of fact, a conscientious salesperson can be irritating — in the customer’s eyes, anyway — making the sale that much more diffi cult. Don’t be considered pushy.

So here’s what I do. I pretend I’m busy doing something else, (i.e., dusting, arranging, doing paperwork, you get the idea). I am never more than 20 feet away. If the customer is at all interested in a style, you’re ready to help. But, remember, she has to ask the question before you initiate a conversation.

Advertisement

This brings us to the second rule. When selling the wealthier jewelry customer, personal style appeal always trumps salesmanship. If a particular ring or bracelet is
what the customer likes, very little selling is needed, except when a question needs answering.

But, when the customer seems lost by all your designs, it is up to you to take the bull by the horns and probe — question — to fi nd out likes, dislikes, budgets,
personality and anything else that will close the deal. Lead her to a style that you think would fi t her personality and budget. If she turns that down, start over and probe some more. While you’re at it, develop a relationship with her. She could end up being a customer for life.

The upscale luxury customer, whether the quiet type or the curious browser, will demand high quality and excellent service. Be sure to be able describe, in detail, diamond quality, craftsmanship, colored stone coordination, manufacturer, country of origin and the like.

[span class=note]This story is from the July-August 2011 edition of INDESIGN[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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