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Smooth Seller: Donna Burgess, Occasions Fine Jewelry, Midland, TX

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Smooth Seller: Donna Burgess, Occasions Fine Jewelry, Midland, TX

Donna Burgess

Occasions Fine Jewelry, Midland, TX

Although you might not suspect it upon first chatting with the amiable, conversationally gifted Donna Burgess, the 57-year-old Tennessee native is a Type A personality who gets straight to the point, and the point is to sell jewelry. At an average sale of just over $900, she sells plenty of it to achieve annual personal sales approaching $3 million. If you need more evidence this grandmother of 11 is a shark, she relaxes by reading murder mysteries, especially the serial-killer kind. — EILEEN McCLELLAND

You have to listen as much to what’s not being said as to what’s being said — and then get straight to the point. If you are in the fashion jewelry area and a man has come in and you show him something that isn’t very expensive and he says, "My wife wouldn’t wear anything like that, it’s too gaudy," you know you are in the wrong area of the store and in the wrong price range. So go for something totally opposite.

We sell more to men than to women, and most men don’t care to shop. They don’t want to see everything in the store. Most of the time, if you ask them what they are thinking about, they don’t have a clue. So I’ll usually pull out a pendant and start with something basic. If he says, "Oh, no, she’s got one of those," then go to something that’s a little bit out there.

You can say, "I’ve got the perfect thing." Get it into their head that you have what they need. Be confident. Be direct. Don’t say, "Well, this might work."

Learn your product. Walk around the cases and know where you are going to take your customer ahead of time. Don’t waste their time trying to find something. That way you look more confident, you look more professional, and you’ll make many, many more sales.

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I wear very classic jewelry. A pair of diamond studs, a pair of inside-out diamond hoops, an inline tennis bracelet, a solitaire pendant, a couple of Simon G rings and a gold ankle bracelet. So I sell a lot of inside-out earrings, that’s my go-to staple for an anniversary. I’ve also had people who notice my necklace. You sell what you wear. I’ve even sold a few gold ankle bracelets.

When I started I took every “no” personally. You can’t do that. Everybody’s going to hear “no”.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Smooth Sellers

Smooth Seller: Donna Burgess, Occasions Fine Jewelry, Midland, TX

Published

on

Smooth Seller: Donna Burgess, Occasions Fine Jewelry, Midland, TX

Donna Burgess

Occasions Fine Jewelry, Midland, TX

Although you might not suspect it upon first chatting with the amiable, conversationally gifted Donna Burgess, the 57-year-old Tennessee native is a Type A personality who gets straight to the point, and the point is to sell jewelry. At an average sale of just over $900, she sells plenty of it to achieve annual personal sales approaching $3 million. If you need more evidence this grandmother of 11 is a shark, she relaxes by reading murder mysteries, especially the serial-killer kind. — EILEEN McCLELLAND

You have to listen as much to what’s not being said as to what’s being said — and then get straight to the point. If you are in the fashion jewelry area and a man has come in and you show him something that isn’t very expensive and he says, "My wife wouldn’t wear anything like that, it’s too gaudy," you know you are in the wrong area of the store and in the wrong price range. So go for something totally opposite.

We sell more to men than to women, and most men don’t care to shop. They don’t want to see everything in the store. Most of the time, if you ask them what they are thinking about, they don’t have a clue. So I’ll usually pull out a pendant and start with something basic. If he says, "Oh, no, she’s got one of those," then go to something that’s a little bit out there.

You can say, "I’ve got the perfect thing." Get it into their head that you have what they need. Be confident. Be direct. Don’t say, "Well, this might work."

Advertisement

Learn your product. Walk around the cases and know where you are going to take your customer ahead of time. Don’t waste their time trying to find something. That way you look more confident, you look more professional, and you’ll make many, many more sales.

I wear very classic jewelry. A pair of diamond studs, a pair of inside-out diamond hoops, an inline tennis bracelet, a solitaire pendant, a couple of Simon G rings and a gold ankle bracelet. So I sell a lot of inside-out earrings, that’s my go-to staple for an anniversary. I’ve also had people who notice my necklace. You sell what you wear. I’ve even sold a few gold ankle bracelets.

When I started I took every “no” personally. You can’t do that. Everybody’s going to hear “no”.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular