ONE OF THE QUESTIONS I hear most often is, “Why are we not closing more bridal sales?” They walk in and you have hundreds of mountings to choose from, and they look for a few minutes, and they say, “We are just going to look around.” What actually happened? Ask yourself these questions:
1. Did you give them your name when they came in and get theirs?
2. Did you make them feel like they are the most important people who have been in all day?
3. Are you really glad they came in? Or are you thinking “well, here’s another tattooed millennial” and they feel prejudged?
4. Did you offer them something to drink? This slows people down and they stay longer.
5. Did you ask enough questions to get the information you needed?
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6. Did you over-show and start trying to sell too soon?
7. Did you ask the wrong question by asking how much they wanted to spend? They will think you think the money is more important than they are.
They all came in for a reason: that’s the “why.” You have to learn to romance that and make it a bigger deal than they thought it was. Then, professionally, you have to find out the “what”: what they want. Here are some things you can ask or say:
- Have you seen or have a picture of a mounting you like?
- Do you like traditional or contemporary mountings more?
- We also do custom if you want to design your own ring. There won’t be one like it anywhere else in the world.
- Do you know which color of metal you want? Sir, do you want a band to match her ring?
- Do you know which shape diamond you want? Fancy shapes are very popular right now.
- Can you tell me why you came here first?
- Do you know what size diamond you want?
- Are you familiar with the four Cs? And/or is there a color or clarity you’re looking for? (But never make it about technical aspects unless they’re interested; this can be a sale killer.)
- Do you have a favorite color gemstone? They’re beautiful when set around a center diamond.
- I’m so glad you came in today. Is there anything else we can do for you while you’re in? We can clean, polish and check the jewelry you’re wearing while you’re here.
