Shane Decker Here’s the One Foolproof Way to Identify an Amazing Jewelry Salesperson If they don’t do this, then you’ve probably got yourself a clerk. Published 17 years ago on November 1, 2003 By Shane Decker Instore November 2003 Issue Share Tweet HOW DO YOU KNOW if you have an amazing salesperson? There’s only one true measuring stick: the add-on sale. If your salesperson closes a ton of add-on sales, then they are a huge asset to your firm. If not, then you’ve got yourself a clerk. No matter what your sales profile, the add-on sale takes less than three minutes. That’s a pretty small investment for what is the easiest, most missed, most overlooked opportunity in the business. And by the way, it’s also where the real profit lies. There are three big opportunities to create add-on sales, and you see them almost every day: Matching Add-On This is nothing more than selling the customer an item that matches what they just purchased. If they bought a pair of diamond earrings, sell them the pendant that goes with it. If they’ve already got the pendant, sell them the bracelet … and on you go. Step Up This is essentially up-selling a customer to a larger or higher-quality piece, and thus raising the ticket price. If the customer wants to spend $3,000, you sell them for $6,000. If they want a 1/2-carat diamond, you sell them a 1-carat. You wind up doubling the amount they spend with you, and they leave happy, with a far more stunning piece than what they expected to buy. Repair The most missed opportunity of them all. The repair customer already trusts you, or they wouldn’t be coming to you to repair their jewelry. What’s more, they’ll be coming in twice: once to drop it off, and once to pick it up. You can show them anything in the store, and show them a different item both times. In my early years, the store I worked for used to change 3,000 watch batteries a year, and we showed every one of those customers a 1-carat diamond. Of those, 62 people waiting for a battery bought a diamond. We wouldn’t have made a single one of those sales if we hadn’t shot for the moon. The great part is, those who didn’t buy were wowed, and most came back later for something else. How many sales do you lose by not asking for the sale from those who trust you most? Advertisement All three of these opportunities present an excellent chance for you to add exponentially to your sales volume, and they should not be squandered. Some great lead-in lines to introduce the add-on sale are “Let me show you what goes with this,” or “This would be the ultimate surprise,” or even simply “You’ll love this!” And with the holidays right around the corner, people are going to be buying for all their family and loved ones. What better opportunity could you have for add-on sales? Once you’ve closed the initial sale, all you have to do is ask, “How many others are on your list?” When they answer, they’re giving you permission to show them items for each person. And we all know jewelry makes an awesome gift for any family member. Once you’ve mastered the art of the add-on sale, not only will your sales quota jump dramatically, but your firm will have happier, more loyal customers than ever. So what’s it going to be … salesperson, or clerky-lerky? Related Topics: salessales trainingShane Decker click to Comment(Comment) Up Next Don’t Rely Too Much on Those Easy Christmas Sales Don't Miss Mastering This Under-Appreciated Skill Can Increase Your Store’s Sales by 50% Shane Decker 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 [email protected]. Continue Reading Advertisement SPONSORED VIDEO Wilkerson Testimonials Retirement Made Easy with Wilkerson The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. 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