Connect with us

Shane Decker

Shane Decker: Feed Them By Hand

If everyone knows the right-hand rule, your closing ratio could increase 50 percent or more.

mm

Published

on

THE SITUATION: YOU’VE got a customer looking at two different items. He’s undecided. “I love them both. I can only buy one of these, but I can’t make up my mind,” he says. What do you do?

The problem is that your associate has a 50/50 chance of either making the sale, or killing it. Many salespeople I’ve known will call another salesperson in at this point and ask her, “Which of these do you like best?” Their hope is that the reassurance will help the customer make up his mind and thereby close the sale.

Oscars Jewelry: Best Looks From the 95th Academy Awards
Photo Gallery

Oscars Jewelry: Best Looks From the 95th Academy Awards

SAG Awards Jewelry: Celebrities Shine in Vibrant Colors
Photo Gallery

SAG Awards Jewelry: Celebrities Shine in Vibrant Colors

These 20 Jewelry Stores Know How to Make a Name for Themselves
Benchmarks

These 20 Jewelry Stores Know How to Make a Name for Themselves

It’s a good instinct, but bad execution. The problem is that your associate has a 50/50 chance of either making the sale, or killing it.

I’m going to teach you an easy method for closing an undecided customer like this one. It’s called “The Right-Hand Rule.” Here are the steps:

  1. Start by asking more questions of your customer. The more you ask, the more likely he is to start leaning toward one item over another (even if he still thinks he’s undecided). Some sample questions could be: “Which one of these two is your favorite?” “What do you like best about it?” “Why do you like this one?” “I can tell by the way you’re looking at this one that you really like it.”
    You should also begin leaning toward that item in your statements and questions.
  2. Both items are on top of the counter on a beautiful counterpad with all of your professional selling tools in place. The client’s favorite item should be placed on your right-hand side.
  3. Call in one of your team members and ask her which item she likes for that customer. Your team member should then respond as to why she thinks your customer will love the one on the right.

Now you and your associate have reassured the customer in purchasing the item that they already want to buy. You’re not pulling a fast one on him. You’re helping him arrive at a decision he’s already made and have peace of mind about it.

Call in one of your team members and ask her which item she likes for that customer. If it’s a same-side sale (that is, you’re standing next to the customer on one side of the showcase), move the counter pad closer to the customer and always stand to the customer’s left. The preferred item should still be placed on the right. That puts the customer’s eyes ever so slightly more on the item he prefers, and your associate still knows to give their reassurance to that item.

Advertisement

The Right-Hand Rule should be known to every associate in your store. Why? Because sometimes, the customer himself will call in another salesperson or even the store owner to give him advice. Everyone must know that the preferred item is always on the salesperson’s right. This way, you’re not setting anyone up for failure, and everyone likes the same item.

It’s easy, effective, and will increase your closing ratio by 50 percent or more.

This story is from the November 2009 edition of INSTORE.

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].

Advertisement

SPONSORED VIDEO

Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular