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Smooth Seller: Lynn Westcott

Published

14 years ago

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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.

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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]

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You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”

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Smooth Sellers

Smooth Seller: Lynn Westcott

Published

14 years ago

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]

Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”

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