Shane DeckerMastering This Under-Appreciated Skill Can Increase Your Store’s Sales by 50% Doing this is anything but an admission of incompetence. Published 16 years agoon October 1, 2003By Shane Decker Instore October 2003 Issue Share Tweet I SAY THE WORD “TURNOVER,” and your skin crawls. You cringe, flinching away from something so loathsome, so detestable, that the very word should be stricken from the English language. In sports, it means blundering so badly as to give the ball to the other team. In staffing, it means management so poor that employees run in and out of your company like it was the local Taco Bell. No wonder salespeople everywhere resist the idea of “turning over” a sale … they view it as an admission of incompetence. Of course, they couldn’t be further from the truth.When you perform a TO, it’s like passing out of a double team to a wide-open teammate for an easy basket.In my book, “TO” stands for “Team Opportunity” — a chance to score points and win sales for your entire team. When you perform a TO, it’s like passing out of a double team to a wide-open teammate for an easy basket. Everyone wins: the store wins because the item is sold, both salespeople win because the sale is closed, and most importantly, the customer wins because they take the item home.When TO’s are performed properly, your store’s closing ratio will improve as much as 50 percent. However, your staff must know not only when, but how to execute the perfect TO. There are three reasons to TO a customer, and each one must be handled differently in order to effectively close the customer:1. Can’t match personalities. Three out of every 100 customers simply will not mesh with you, no matter what you try. It may be your gender, it may be your age, it may just be the customer’s mood. How do you know a customer falls in this category? They will give you clues, such as looking down or away from you, putting their hands in their pockets, or stepping back. When this happens, the best thing to do is to turn the sale over to someone of the opposite sex, or someone older. That person should give the customer 30 seconds, then re-approach.2. Can’t handle objections. The customer wants to challenge your knowledge, or they need reassurance, and you don’t have the answers they need. Don’t fake it or lie. Just be honest with yourself. Bring someone else in to answer their questions. Depending on how the sale is going, this can be accomplished in three different ways. If you think you know the answer but want backup, your fellow associate can stay with you as you continue your presentation. If the sale is going well otherwise, your associate can come in and answer their question, then leave. Finally, you can turn the sale completely over, then stick around to “shadow” your associate and learn from their answers.3. Can’t close the sale. You’ve done everything right through the presentation without being pushy or manipulative, but the customer simply needs another professional opinion. All your associate needs to do is step in and say, “That looks great on you!” or “It’s okay to spend the money! It’s well worth it!” The additional close from your team member is all you’ll need. AdvertisementWhen performing the TO, it is critical to let your fellow associate know where you are in the sale. You do this through a concept called sales tracking. In the presentation structure I teach, there are five stages to any sale: Create, Romance, Appraise, Price, and Close. All you need do is give your associate as clue as to which stage you are in. If you say, “Mr. Allen was just asking about the 4 C’s; would you stay and give him some information from your expertise?” you are letting your team member know you’re in the appraisal stage, and you want them to finish that stage out. This technique can be applied in any stage, and should be trained in your weekly sales meetings.Although society has conditioned us to believe that asking for help means admitting weakness, letting the customer walk is never the best policy. Rivalry, jealousy, and greed have no place in a successful jewelry store. When you have your entire team sharing the ball and playing to each other’s strengths, you’ll find that making your monthly sales quota is a slam dunk!Related Topics:salessales trainingShane Decker click to Comment(Comment) Shane DeckerShane 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@example.com. Advertisement SPONSORED VIDEOWilkerson TestimonialsTo Generate Funds for a Jeweler’s Move and Remodel, Wilkerson More Than DeliveredEven successful jewelers need a little extra cash to fund expansion plans—especially when there’s inventory on hand that’s ripe for liquidation. For Beaumont, Texas-based jeweler Michael Price, co-owner of Mathews Jewelers, it was the perfect time to call Wilkerson. Price talked to other jewelers as well as vendors for advice during the selection process and decided to go with Wilkerson. And he wasn’t disappointed. When it comes to paying for the move and expansion, Price says the road ahead is clear. “When we close on the next two stores, there’s no worries about finances.”You may like Here’s What Jewelers Can Learn From Domino’s Pizza’s Innovative Approach INSTORE Readers Report Successful Valentine’s Selling Period The Difference Between Closes and Statements, 7 Lead-In Lines and More Sales AdvicePromoted Headlines To Generate Funds for a Jeweler’s Move and Remodel, Wilkerson More Than DeliveredWilkerson The Jewelry Retailer’s Ultimate Marketing Guide: Part 5/5RapNet True Romance – Jewelry Straight From the HeartAdvertisementLatestTrendingVideos Press Releases2 days agoBuzz from AGTA GemFair Tucson Continues Real Deal2 days agoAn Employee’s Spouse Demands Another Employee Be Fired. How Should These Owners React? Eileen McClelland2 days agoUpbeat Attitude Defines 38th Annual AGTA GemFair in Tucson Press Releases3 days agoBharat Diamond Week Announces Show Dates Hot Sellers3 days agoHere Were the Top-Selling Brands From January, According to Our Brain Squad Headlines4 weeks agoVideo: Jewelry Store Owner Hits Robbers With Jars of Pickles Headlines3 weeks agoVideo: Jeweler’s $500,000 Snow Promotion Claim Denied Headlines4 days agoPepsi Launches Engagement Ring Made with Diamond, Platinum and Crystal Pepsi (Video) Headlines4 weeks agoJewelry Store Was Going Out of Business … But a Former Employee Had Other Ideas (Video) Headlines3 weeks agoPolice Say Kay Jewelers Store Manager Swindled $15,000 in Merchandise Jimmy Degroot5 days agoVideo: How to Make Huge Changes in Your Business Headlines5 days agoVideo: Chicago Estate Jeweler Edward Kahn, Holocaust Survivor, Dies at 103 Headlines2 weeks agoVideo: Jeweler Wins Fight for $500,000 Snow Promotion Claim JimmyCast2 weeks agoPodcast: Jason Druxman Discusses Differences of Corporate and Independent Jewelry Stores Sponsored Content2 weeks agoTo Generate Funds for a Jeweler’s Move and Remodel, Wilkerson More Than Delivered AdvertisementAdvertisementSubscribeBULLETINSINSTORE helps you become a better jeweler with the biggest daily news headlines and useful tips. (Mailed 5x per week.) Latest Comments Most Popular Headlines4 days agoPepsi Launches Engagement Ring Made with Diamond, Platinum and Crystal Pepsi (Video) Shane Decker1 week agoYou’re Killing Your Own Jewelry Sales By Talking About the Price Best of The Best3 days agoWhy a Washington, DC, Jeweler Honored a 50-Year-Old Gift Certificate Headlines5 days agoVideo: Chicago Estate Jeweler Edward Kahn, Holocaust Survivor, Dies at 103 Columns6 days agoFancy Pink Diamonds Have Soared 116% in Value in the Past 10 Years Brain Squad3 days agoINSTORE Readers Report Successful Valentine’s Selling Period Jewelry Pro Gear4 days agoA Bench Book, Concrete Jewelry Holders and More Jewelry Pro Gear for February The Jeweler Cartoons4 days agoCartoon: Some People Wear Their Rings for Way. Too. Long.