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Big Survey

These Are the Words That Jewelers Most Overuse

These clutch words have worn out their welcome.

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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.

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Chris Burslem is Group Managing Editor at SmartWork Media.

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Thinking of Liquidating? Wilkerson’s Got You Covered

Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.”

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