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Smooth Seller: Lynn Westcott

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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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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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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 the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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