Shane DeckerWhat Not To Do During the First 30 Seconds of Any Sale Huddling at the back is a big no-no. Published 4 months agoon July 15, 2019By Shane Decker Instore July 2019 Issue Share Tweet HAVE YOU EVER walked into what appeared to be a nice store, only to spin and leave faster than you came in? Or, have you ever walked into a nice place of business and watched two salespeople look at each other, then you, then each other again, like they’re seeing which one of them is going to wait on you?You’re not alone — we’ve all had this experience, and jewelry stores are no exception. At too many stores, you’re not greeted at all, and sometimes, you can’t even find anyone to take care of your needs. This is one reason the Internet is doing so well.People today are time-starved, and they will decide within the first 30 seconds of entering your store whether or not they’re going to give you their money.Let’s begin with the first five seconds: every customer must be greeted — ideally, from the “sweet spot” in your store (15 feet inside your door to the customer’s right as they walk in). When you’re a client and you’re acknowledged, you feel important. It’s a relief subconsciously to realize that the sales associates know you’re there.Never allow your sales floor to be vacant when clients come in. Many say they are just looking, but that’s an opportunity for you to use your first close by saying, “I always do that before I buy; let’s get started!” or “I’m glad you came in to take care of that today.”“I’m just looking” means “I’m just spending.” It means “I’m on a mission, and when I find what I’m looking for, I’m gonna buy it.” It does not mean, “Leave me alone.” Like I said before, we are a time-starved nation, and nobody is just looking. AdvertisementDo not come from the back of the store to the front; you should be there already. When you come from the back, your mind is focused on the busy work you were doing or the donut you were eating.Never greet a customer from a group huddle. It’s good to laugh in your store, but if you’re all laughing about something when the client walks in, they may think you’re laughing at them.Do not use canned openings like “Hi, how are you?” or “What can I help you with?” Clients don’t need “help”; they want professional assistance to make a purchase or information about a service needed. Likewise, don’t say, “Good morning, welcome to Smith Jewelers.” That gets old, fast. What if they come in three or four times a year and hear you say the same thing? Keep your greetings creative and make sure they’re welcoming. Your greeting should be professional and make your client feel glad they came into your place of business.Be present for the start of the sale, and keep it professional. Starting strong allows you to make it to the end (and hopefully close the sale). By doing so, you’ll keep your client from wanting to go to the Internet — after all, we do want to talk to real people, especially when it comes to jewelry.Related Topics:Latest News Topsalessales tips click to Comment(Comment)Up NextDid You Know that When You Close a Sale, You’re Helping Your Customer?Don't MissHow to Close a Male Buyer When You Know the Female Wants the Product Shane DeckerShane Decker has provided sales training to more than 3,000 jewelry stores. Shane cut his teeth in jewelry sales in Garden City, KS, and sold over 100 1-carat diamonds four years in a row. Contact him at email@example.com. Advertisement SPONSORED VIDEOWilkerson TestimonialsHaving a Moving Sale? Let Wilkerson Do the Heavy LiftingFor Jim Woodard, owner of Woodard’s Diamonds & Design in Tullahoma, Tenn., when it was time for a moving sale, there was only one company to help with the event: Wilkerson. “They brought in the right team for us,” he says, remarking about the sale’s extraordinary results, including a nearly 500% monthly sales increase compared to the previous year. “I wanted to have the best in the industry. And that’s the main reason why I contacted Wilkerson.”You may like The Most Important Part of Your Sales Presentation Happens After the Sale 4 Sales Meetings You Must Hold Before the Holidays This Is the Fastest Way to Kill a Jewelry Sale … Even If You Mean WellPromoted Headlines For This Virginia Jeweler, the Future is All About CustomOvernight The Jewelry Retailer’s Ultimate Marketing Guide: Part 2/5RapNet 5 Creative Ways to Say Thank You This Holiday SeasonJewelers Mutual Shane DeckerThe 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. Published 6 hours agoon November 18, 2019By Shane Decker 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. Over the CounterPodcast: After Tragedy, One Young Woman Turns Her Grief Into Beauty The Barb WirePodcast: Jenny O Calleri Takes on Her Biggest Challenge Yet — Store Ownership JimmyCastPodcast: How Tracking Door Traffic Can Dramatically Boost Your Store’s Performance 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.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! Continue Reading Shane Decker4 Sales Meetings You Must Hold Before the Holidays Cover these topics to maximize your selling opportunities this season. Published 6 days agoon November 12, 2019By Shane Decker FROM DEC. 1 TO the 24th, closing ratios double and impulse sales skyrocket. The problem? It’s too easy. Salespeople tend to slip into lackadaisical sales practices because the sales happen either way.Unfortunately, this endangers repeat business and could even cost you holiday sales. Over the CounterPodcast: After Tragedy, One Young Woman Turns Her Grief Into Beauty The Barb WirePodcast: Jenny O Calleri Takes on Her Biggest Challenge Yet — Store Ownership JimmyCastPodcast: How Tracking Door Traffic Can Dramatically Boost Your Store’s Performance To prevent this from occurring, hold sales meetings over the next four weeks and address each of these topics in turn.1. Store Floor Awareness: Emphasize that your team must know what’s happening at all times with all clients. There’s an old wives’ tale that whoever is closest to the door is the greeter; not true. If you’re near the close, you’re not going to turn away to greet a new customer. That means someone else needs to be ready. Has the client been greeted? Does a salesperson need an assist? Is the client about to walk away? Teach your team how to recognize and react to these situations.2. Wowing All Customers: Salespeople say they are too busy to do this, and that everyone has what they want already. Wrong. This is the time of year that impulse buys greatly increase. All you have to say is, “Guess what’s in the vault?” or “Guess what just came in?” Let the rest take care of itself. Show your team how to “wow” every customer and emphasize just how critical it is.3. Closing: Clients want you to close. At Christmas time, no one is just looking; everyone is just buying. Learn to professionally create a sense of urgency, but always be honest. You can say:“We only have one of these left.”“These have been really popular this year.”“We can’t get any more of these until after Christmas”“She’s going to love it; you should do this.”“We sell this item faster than we can get it in.”“You’re going to be a hero; she won’t believe you did this.”If it’s on Dec. 24, you can even say, “We close in 10 minutes. There’s not another place you can go and just look; this is it!”4. Add-ons: Too many salespeople spin and walk to the point-of-sale after the first item is sold. When you do this, you tell the client they’re done. Instead, purchase some beautiful, small sharp scissors. From now on, once you’ve sold an item, take out your scissors, cut the tag off and lay it on the counter pad. That says you’ve sold the item, but you can continue selling. The average Christmas buyer buys 15-20 gifts, and the average salesperson sells just one. Instead, after the first item is sold, say one of these add-on lines:“This is part of a set.”“We have what matches.”“I gotta show you what goes with this because she’s gonna love it.”“How many others are on your list?”These are called lead-in lines because they lead into the next presentation. The average add-on takes 30 seconds because you don’t have to sell; they’re already sold. Continue Reading Shane DeckerThis Is the Fastest Way to Kill a Jewelry Sale … Even If You Mean Well It’s one of the surest ways to ruin a client’s experience. Published 2 months agoon September 19, 2019By Shane Decker TRUE SALESMANSHIP MEANS bringing skills and professionalism, knowledge, truthfulness and politeness to a presentation — as well as always making the client feel like she’s the most important person to come in all day, even if she is the 101st. We also have to bring a friendly attitude and be ready to support our teammates. But doing these things in the wrong way can backfire. Occasionally, when you try to be too friendly, it’s a sales killer. Let me explain.Sometimes when a client has just come in and someone else has greeted them and started a presentation, another sales associate sees the client. They think, “I know them,” or “I’ve waited on them before,” or they’re a friend or a neighbor. But the client didn’t ask for that sales associate when they came in. This can create a big problem. Jimmy DegrootVideo: Increase Your Jewelry Sales Through Add-Ons HeadlinesVideo: It’s Not My Problem When You Buy a $120 Ring and Your Wife Finds Out It’s ‘Fake’ HeadlinesVideo: Things to Remember When Dealing with ‘Gonna Buy’ Jewelry Customers The salesperson who is with the client is in the middle of the presentation and the other salesperson comes up and says, “Hello!” or “How are you doing?” This totally interrupts the presentation and now they may have to start over. They may even be in the 30-second window about to close the sale. The closing opportunity may now be lost.There is a time for small talk and being neighborly, but this is not the time. Interruptions are deadly.If the client had asked for the other salesperson, it would have been their responsibility, but never interrupt a sales presentation. When the client is ready to walk to the door, that’s the time that it’s OK to make your approach and speak to them. No one should ever walk in on a sale besides the sales floor manager, the manager or the owner, and even then they should only do it to assist in the presentation (not “take over”; assist).Some salespeople do this because they think they own the client and they think they deserve the sale, so they unprofessionally walk in uninvited. This is very uncomfortable for the client and it’s uncomfortable for the salesperson who is with the client because they feel pushed out.Clients do not like pushy salespeople. The salesperson also knows they could never team-sell with someone who is so unprofessional.Our job as a sales team is to help others be successful. When one of your teammates is giving a presentation, your job is to grab tools, get drinks and cookies, and be a servant. Be a team player and don’t worry about who is with the client; be aware if something is needed. If the client wants to talk to you, they will let someone know. I don’t care whose name is on the ticket, but I do care that there is a ticket.Our goal is a client who leaves happy and gave us money for something beautiful. Don’t be an interrupter! 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