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The Most Important Part of Your Sales Presentation Happens After the Sale

Go the extra mile for your client if you want to see them again.

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The Most Important Part of Your Sales Presentation Happens After the Sale

HOW DO YOU FEEL about a movie that ends poorly? No matter how good it was before then, a weak finish leaves you feeling dissatisfied.

Jewelry presentations are the same way. Clients tend to remember the first 30 seconds and the last 30 seconds more than the middle of your presentation. And yet, all too often after the purchase is made (or repair taken in), the salesperson turns and walks to the back, allowing the client to leave the store on their own.

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The way out is as important as the way in. We have to treat the client as a guest who is coming into our home for one of the most important events of their lives. Not only that, but the client should feel even more important walking out than they did when they came into the store.

When everything is done, always walk the client to the door. Open the door for them, give them two of your business cards, and ask them to give one to a friend.

Even when you have other clients waiting for you, always walk each one out. Others will see this service and expect the same. Many times as you’re walking the client out, they will stop and look into a case they didn’t look into on the way in. This allows you to start another presentation, put something on a wish list, plant a seed for a later purchase or even put something on layaway.

Selling on the way out is easy. The client is now in a spending mood, and obviously they love you or they wouldn’t have given you their money already. It also allows you to give suggestions about service and other events you have coming up.

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Sometimes, the client may have other important things they want to talk about on the way to the door. They’ll start by saying, “By the way…” This allows you to build rapport, get information that allows you to do more effective clienteling, and become even more of a friend.

So make the client feel that your store is the most awesome place to shop. Not just because of the merchandise, but because there is not any other place to shop in their area that compares to the professionalism, politeness and experience that your team delivers.

People get ho-hum service everywhere — but don’t let it happen in your store. It’s up to us to break the cycle. Make the exit even more awesome than the entrance. And remember: Always thank them for coming in!

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SPONSORED VIDEO

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”

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