Connect with us

Smooth Seller: Lynn Westcott

Published

on

Shortly after Lynn Westcott graduated from college, she answered a want ad for a management position with a jewelry store.

Smooth Seller:  Lynn Westcott

[componentheading]INTERVIEW[/componentheading]

[dropcap cap=S]hortly after Lynn Westcott graduated from college, she answered a want ad for a management position with a jewelry store. “It sounded interesting, and I figured I’d work in jewelry until I found a real job!” That was 28 years ago. Today, as sales consultant with Northeastern Fine Jewelry, where she’s been for 16 years, Westcott averages over $1 million annually in personal sales. “My best year was $1.3 million,” Westcott says, adding that even through the difficult times of 2009, she still did $1.1 million.  — LORRAINE DEPASQUE [/dropcap]

PROFILES: Gathering customer information is key. Even if a woman just comes in for a repair, cleaning, or appraisal, but looks at a designer necklace, after she leaves, I put that down. Then, later on, if I know she has a celebration coming up or we’re having an event that might interest her, I contact her.

ENGAGEMENT RINGS: While a bride is looking at bands, I make notes on earrings or bracelets she might also be looking at, then I’ll contact her — or her fiancé — and ask if she might want the piece to wear on her wedding day.

Advertisement

E-MAIL: E-mail has become probably 50 percent of how we contact customers. For one couple I worked with on a diamond engagement sale, I wound up doing almost the whole presentation through e-mail, sending photos back and forth.

NEW CUSTOMERS: First, I try to find a common bond, asking them if someone I might know sent them to us. I also walk them through the store to ensure that they don’t find the store intimidating.

DOWN-TO-EARTH: I’ve always used a low-pressure approach. I tell myself, “Have fun and don’t be too methodical.” I encourage people to try jewelry on.

CLOSE: I might ask, “Why don’t you let our jeweler see how soon they can have this set up for you?”

AN “OFF” DAY: I just remind myself that every day is a new opportunity. Two sales can turn everything around.

[span class=note]This story is from the June 2010 edition of INSTORE[/span]

Advertisement

Advertisement

SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

Promoted Headlines

Most Popular

Smooth Sellers

Smooth Seller: Lynn Westcott

Published

on

Shortly after Lynn Westcott graduated from college, she answered a want ad for a management position with a jewelry store.

Smooth Seller:  Lynn Westcott

[componentheading]INTERVIEW[/componentheading]

[dropcap cap=S]hortly after Lynn Westcott graduated from college, she answered a want ad for a management position with a jewelry store. “It sounded interesting, and I figured I’d work in jewelry until I found a real job!” That was 28 years ago. Today, as sales consultant with Northeastern Fine Jewelry, where she’s been for 16 years, Westcott averages over $1 million annually in personal sales. “My best year was $1.3 million,” Westcott says, adding that even through the difficult times of 2009, she still did $1.1 million.  — LORRAINE DEPASQUE [/dropcap]

PROFILES: Gathering customer information is key. Even if a woman just comes in for a repair, cleaning, or appraisal, but looks at a designer necklace, after she leaves, I put that down. Then, later on, if I know she has a celebration coming up or we’re having an event that might interest her, I contact her.

Advertisement

ENGAGEMENT RINGS: While a bride is looking at bands, I make notes on earrings or bracelets she might also be looking at, then I’ll contact her — or her fiancé — and ask if she might want the piece to wear on her wedding day.

E-MAIL: E-mail has become probably 50 percent of how we contact customers. For one couple I worked with on a diamond engagement sale, I wound up doing almost the whole presentation through e-mail, sending photos back and forth.

NEW CUSTOMERS: First, I try to find a common bond, asking them if someone I might know sent them to us. I also walk them through the store to ensure that they don’t find the store intimidating.

DOWN-TO-EARTH: I’ve always used a low-pressure approach. I tell myself, “Have fun and don’t be too methodical.” I encourage people to try jewelry on.

CLOSE: I might ask, “Why don’t you let our jeweler see how soon they can have this set up for you?”

AN “OFF” DAY: I just remind myself that every day is a new opportunity. Two sales can turn everything around.

Advertisement

[span class=note]This story is from the June 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

Promoted Headlines

Most Popular