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Shane Decker

The Old-Fashioned Sales Tool That Helps You Add On … and On … and On

It’s your job to keep selling until the client indicates that she’s done, and not before.

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REMEMBER SALES SLIPS? Way back before personal computers were invented, we used sales slips to write up sales and repairs.

Nowadays, as soon as a salesperson sells an item, she spins and walks toward the point-of-sale system. This tells the client that the presentation is over.

I’ve said it before and I’ll say it again: Clients quit buying when you quit selling. On the other hand, a physical sales slip allows you to keep the sale going and make add-on sales.

When I started in the industry, 40 percent of all sales included an add-on sale. Today, if you don’t count beads, less than 5 percent of tickets include an add-on. Most sales associates feel that if they try for an addon, they’ll lose the first item sold. That’s nothing more than a lack of self-confidence. It’s your job to keep selling until the client indicates that she’s done, and not before. So never turn and walk away from the client!

Use the Open Ticket Method instead. Order some paper sales slips that are beautiful, classy, expensive-looking and include your store logo as well as your address and phone number. They should have a place for the client’s name, address, email and cell phone number. It must also have a lot of lines on it so that you can keep adding on items.

Start by writing the client’s contact info on it, then on one of the sales lines, write down the first item sold. In the right-hand column, write down the price of that item. Do not calculate or write down the tax, and do not write a total amount owed. This keeps the ticket open.

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When you write down the first item, you’ve confirmed the sale — you’re not going to lose it — so proceed with confidence. Now, slide the ticket over to your left (the client’s right), tilt it slightly, and lay the pen on top. Clients see the pen on top and realize the sale isn’t over. Now, you have the opportunity to show a second or third item. For each item you add on, write it down (remember, no line, no tax … just keep adding).

The client will tell you when she’s done. And you don’t have to be pushy to add on! Just say, “We have the matching …” or “Wait until you see what goes with this.” Or a great one when they come in during the holidays: “How many others are on your list?”

When the client has indicated that she’s ready to check out, now go to the point-of-sale entry. Type in all the information from your sales slip and print the client a professional receipt. Shred your handwritten sales slip after you’ve entered any additional information you’ll need for follow-up with the client.

If 50 percent of your sales slips in one year have an add-on sale, your store’s overall sales increase will be approximately 20 percent. So please don’t walk away. Keep your sale going!

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.

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Shane Decker

The Difference Between Closes and Statements, 7 Lead-In Lines and More Sales Advice

Here’s how to make closing sales easier, says Shane Decker.

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HAVE YOU EVER made something that should have been easy difficult? Maybe you overthought it, or you were afraid to try. Or you were worried what someone else would think.

Salespeople tell me all the time, “I tried that and it didn’t work.” But my observation is that people often try something once, fail at it, and then give up. They’ve proven to themselves that something new does not work.

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You have to want to make the effort and put in the time and practice to build new habits, especially when it comes to what I call “needle movers.”

Needle movers are actions that put money in the cash register immediately. The three big needle movers are closing, adding on and wowing clients. These should be easy, but we make them hard because of fear, lack of experience, or lack of selling skills.

It’s time to get over that fear of change. Have your team write 10 new closes, and make sure they’re not statements. For example:

Statement: “That is a beautiful diamond.”

Close: “She’s going to love wearing that beautiful diamond, and you’re gonna be glad you gave it to her.”

Then have them write 10 lead-in lines for add-on sales. Do not say, “Can I,” “May I” or “Would you like?” Clients can say no to all of these. Examples of lead-in lines to create add-on sales are:

“We have what matches.”

“This is part of a set.”

“She won’t wear this without the matching.”

“Tell me something else she’s always wanted but you haven’t purchased yet.”

Then, have your sales team write 10 lead-in lines to create a sale from scratch. This is what you say to a client when they’re waiting for a battery or repair. Examples include:

“Guess what’s in the vault?”

“Gotta show you my favorite.”

“Guess what just came in.”

These must be said with passion and enthusiasm. They allow you to wow the client and change their experience while they wait. Remember: You have to do something to make something happen. Clients buy on impulse all the time.

Practice with your team and make these phrases come naturally. Start all of these presentations with a lead-in line, and the rest will happen by itself. Clients do not get mad when you show them something gorgeous.

But you have to hold yourself accountable, and there has to be consistency. For some reason, it’s easier to fall back on old bad habits than keep good ones. Winging it doesn’t work. Practice with each other over and over until the simple truly is simple.

Creating is better than waiting. Get comfortable with your sales skills. Be the sales associate your client wants you to be.

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Shane Decker

You’re Killing Your Own Jewelry Sales By Talking About the Price

Romance the item and the reason they came in, and you’ll close more sales.

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DURING THE HOLIDAYS, we get into bad sales habits because the sales are so easy and customers are buying price-point items. We sell faster, we sell price and sometimes we don’t even really sell the item. Now that we’re into the new year, it’s time to get back into good selling habits.

The diamond season is about to start. Typically, it runs from April 16 through the end of September (although we sell diamonds all year, which we should). What can keep you from selling as many diamonds as you could? The price.

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Too many salespeople are afraid of the price, no matter which item they’re selling, which causes problems with closing the sale, among other things. When you try to justify the price or the client feels you are apologizing for the price, they start to believe that you think they can’t afford the item. They will feel pre-judged and leave.

Clients are coming in for you to spend their money for them; they’re paying you as a professional to do this. You do not need to decide how much they can spend. Let the client decide that (unless you’re wowing them with a $10,000 diamond while they’re waiting for a battery).

Instead of price, concentrate on selling with romance and knowledge. These two things build confidence in your product. Quality, technical information, craftsmanship, design, difficulty, brand, rarity, size, color, clarity, cut, and other factors all contribute to the value of the product.

That said, you have to understand when technical selling is appropriate, and how much to do. Some clients are not interested in this at all, so do not volunteer technical information if it’s not needed. You don’t need to impress the client, but if they have concerns or questions about technical aspects of the product, it’s up to you to answer any and all questions with authority.

Remember: The more money the item costs, the easier it is to close because the customer can afford it. The less the item costs, usually the harder it is to close. Money is just a tool the client uses to obtain what he or she wants. Always start high and go down — you limit yourself when you start low and try to work up.

Begin the sale with questions that encourage the client to tell you their story and why they’re in your store. And make it about the importance of the item. When you make it about them and the item and you learn to romance the reason they’re here, the price will become insignificant and the client will upsell themselves.

Don’t talk about yourself, and certainly don’t make the sale about price. They’ll forget how much they spend, but they’ll always remember the event and the item.

Millennials are changing the size of the starter set diamond — diamonds from 1.5-carats to 2 carats are selling like crazy all over the country. All of you should be selling big diamonds. Make 2020 the year of big diamond sales and high closing ratios in your store.

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Shane Decker

No Time to Train Your Team? Au Contraire. Here’s How You Do It

Take full advantage of every minute to make your sales team better.

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THEY SAY THAT in all work environments, employees waste about one-third of their time each day. Any time wasted is too much, and that is the one thing you can never get back.

You’re investing in your employees’ time already; why not make the most of it?

One of the reasons so many stores are struggling is that their staffs are not properly trained. The only way your employees will be successful in your store is for you and your managers to communicate not just in sales meetings, but also through one-on-one training. This allows you to teach them in their particular areas of weaknesses.

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You say you never have time?

In the mornings when you are setting up, have a 15-30 minute meeting on salesmanship, product or gemological knowledge, or closing techniques. Most of your team is present at this time of day. And yet, in too many stores, I hear team members discussing where they had pizza or what movie they saw last night. What a wasted opportunity!

Throughout the workday, discuss sales that are made and what the sales associate did to close or add on. Talk about what they did to wow each client. And when a customer leaves without buying, talk about what you as a sales team could have done to close the sale or improve the client’s experience.

Too often, we miss awesome coaching opportunities because we wait too long to train on what happened, or we don’t address it at all.

Learning opportunities need to be discussed at the first available moment (after the client leaves, of course).

And be sure to talk about what went right, not just what went wrong. When you discuss success, it empowers your team and motivates them to do what is right again. Most people on your team are natural pleasers, and they love it when you are happy with their work performance. If they know they pleased you, they’ll try harder to please you again.

The learning curve in our industry is three years. You will only get out of your associates what you put into them. It takes time, study, dedication, determination, setting proper goals for each person, and training on each person’s level and skill set.

Jewelers tell me all the time that they need bodies. The problem with that statement is, we’re leaving client bodies all over the floor.

Start the new year with a New Year’s resolution: to train every day and every week. Use time wisely. Have a better-trained team at the end of 2020 than you started the year with.

Take advantage of every moment of success to talk about what happened. It will make your team feel more loyal to you and they’ll try harder. People are more motivated by recognition than money. Let them know how important they are to you. Empower your people, give them skills to succeed, and always let them know you couldn’t do it without them.

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