Eileen McClelland

10 Tips From Alan Berg For Closing Wedding Sales

Published

8 years ago

April 18, 2016

Eileen McClelland

Alan Berg, speaker, author, coach and consultant, has been called North America’s leading expert on the business of weddings and events. Berg is a featured speaker at the SMART Jeweler Show. Here are 10 tips for engagement sales that Berg shared on Saturday with retailers who attended the Smart Jewelry Show’s pre-show education day:

Eileen McClelland
—

Managing
editor at
INSTORE Magazine.

1. It’s OK to ask yes or no questions, but only when it doesn’t matter what the answer is. (Example: “Have you ever bought a diamond before?”) or when you know what the answer will be (Are you looking for a high quality diamond?) But in general, ask open-ended questions so your presentation doesn’t come to an abrupt halt.

2. Shut up. Stop talking and really listen.

3. Realize that the simple act of walking into your store is a buying signal.

4. Never bad mouth a competitor.

5. Sell the outcome, not the process. Don’t show a picture of your store or of a ring on the home page of your website. Instead, show people who have come to your store and gotten married wearing your engagement ring, and are raving about the experience of shopping in your store.

6. Gently encourage add on sales and a continuing relationship by asking, “Would it make sense to order your rings now? Would it make sense to buy gifts for the bridal party?”

7. Give them two ring choices and then force a decision. Say “which one is it going to be?’ (“I know you love them both so much!”)

8. Watch their body language. If they are crossing their arms, they’re not very receptive to what you have to say. Get them to uncross their arms by giving them something to hold. It will change their attitude.

9. Every time someone says something nice, ask for a review. One in five couples will write a review when you ask. One in three will do it if you remind them at least once.

10. Don’t give them more information than they want or need. Ask “Do you know about white metals?” instead of launching into a lecture about white metals. If they say, `Yes, I definitely want platinum, you’ve saved some time.”

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