Connect with us

Big Survey

These Are the Words That Jewelers Most Overuse

These clutch words have worn out their welcome.

mm

Published

on

SALES PEOPLE LIVE and die professionally by their ability to tell a compelling story and engage their customers emotionally. Managers must be able to communicate clearly what they want their staff to do, and owners to articulate the vision they have for their business.

So, in this year’s Big Survey we asked America’s jewelers about the tired phrasings, clutch words and jargon that they felt let them down or allowed a customer to escape engaging staff.

Here are the words jewelers felt they overused:

  • How can I help you?
  • Sure! We can do that
  • It’s beautiful
  • It is what it is
  • How ya doing today?
  • Awesome!
  • Have a great day
  • No problem
  • Stone
  • Absolutely
  • In all honesty …
  • Price point
  • Millennials
  • Plethora
  • GIA reports

Our jewelers also listed other phrases that weren’t tired or poor choices for a sales setting, but which they still regretted using so often, such as those that suggest something is less than optimum in the store, like “Just kill me now,” or “Business is slow” or that point to trouble ahead as in “It will be ready in an hour,” “Let me check with my goldsmith”, or even just “Yes” when “No” was probably the better answer.

And then there were the words said too often that as one jeweler noted correctly, “You probably can’t post here.”

The 2019 Big Survey was conducted in September and October and attracted responses from more than 800 American jewelers. Look out for all the results in the November issue of INSTORE.

Advertisement

Chris Burslem is Group Managing Editor at SmartWork Media.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

Promoted Headlines

Most Popular