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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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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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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

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular