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Shane Decker

When a Man Worries That His Wife Doesn’t Like Jewelry, Sell Him One of These Four Staples

When a male client worries that his wife doesn’t like jewelry, sell him one of these four products.

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THIS ARTICLE IS FOR the salesperson who has ever heard this statement: “She doesn’t like jewelry,” or “My wife doesn’t like anything I buy her.” (Do not reply, “Well, what the crap are you doing in here?” even though you’re probably thinking it!)

The truth is that this client has never had anyone wait on him who had his wife’s best interests in mind. He may have previously purchased a low quality piece of jewelry elsewhere without knowing it. In reality, she probably told him “I don’t really like jewelry” to protect him from making a mistake again.

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Your reply should be, “I’m so glad you came in and are giving jewelry another chance. Every woman likes jewelry when it’s the right jewelry.”

After the engagement ring sale, there are particular items that every woman needs and wants that I call “the staples.” Too many salespeople don’t seem to understand this, but that’s where you start with this client. (If you don’t believe me, just ask your current clients about how their jewelry collections evolved!)

These are “the staples” and here’s the order in which you should sell them:

1. Diamond studs – women do not return diamond studs. And by the way, the new standard is two carats total weight.
2. Diamond pendant
3. Diamond bracelet
4. The diamond right-hand fashion ring

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When a gentleman says she doesn’t like jewelry, listen and then ask, “Have you bought her the first piece of jewelry that a woman wants after her engagement ring?” He’ll say, “What is that?” Smile and say, “All women want a pair of diamond studs.” (Don’t assume he wants a small pair, either; he may have bought her a small pair of low-quality earrings and she didn’t like them!)

It’s quite possible that he’s never had anyone educate him on jewelry before. Explain to him that most women would rather own a few high quality pieces than lots of low quality pieces. If she’s already got studs, present the diamond pendant; if she’s got a pendant, show him the bracelet, etc.

He needs reassurance that you will help him with his decision. Become his trusted professional jewelry shopper. He wants to buy jewelry, or he wouldn’t be in your store. Nothing says “I love you” like jewelry. So be proactive with this client and really listen to his needs and wants. Once she owns the entire set of diamond jewelry, he’ll be a more confident jewelry buyer, and I doubt very much that he’ll still be saying, “She doesn’t really like jewelry”!

Change this client’s experience this year. Remember, his experience is more important than the product he purchases. The more professional you are and the better your attitude, the more he will become a person who wants to shop with you every time he comes in. Always be world-class friendly; you’ll win lifelong clients and awesome online reviews.

Shane 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 sdecker@ex-sell-ence.com.

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Shane Decker

How to Avoid 3 Security and Sales Risks

Secure sales techniques not only keep your jewelry safer, they make your clients happier, writes Shane Decker.

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THROUGHOUT THE YEAR, I’m in jewelry stores all over the country, and one thing I’ve noticed is that many stores are packing up their jewelry and timepieces before they close. They start packing up at 5:30 when they close at 6. What if a client comes in at 5:50 because that’s the only time he can make it, and everything is put away? You’ve just told him you don’t want to wait on him. He’ll go somewhere else and become a client there.

I’ve heard salespeople tell such a client, “Tell us what you want and we’ll go get it out.” But by that point, it’s already too late. The client feels like he is being a bother or that your plans are more important than he is. (Not only is the practice of packing up early a sale killer, but your insurance carrier may have a problem with it as well. You’ve got your jewelry all boxed up and sitting on top of the counters for the bad guys to come in and take it out very easily.)

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Some stores try to avoid killing the sale by packing up areas where they don’t think the client is looking. But this is silently telling the client, “Hurry up and get out so that we can finish packing up the area you’re looking at.”

Clients hate feeling rushed. They chose your store to purchase jewelry. If you’re in that big of a hurry to get home every night, go get another job! Quit killing the client’s experience.

Another problem I see often is what I call “over-showing.” It’s when salespeople have too many items out on the counter pad. This only confuses the client. It also makes it easier for someone to grab your inventory and run out the door. If you ask enough selling-specific questions, you can dial in quickly on what the client wants and concentrate on one or at most two items. Never have more than three items at once on the pad. But always put the item that interests the client in their hand. It shows trust and gives them ownership.

One final security risk that I see is salespeople walking away from their clients. If you leave the merchandise out in front of them, you make them feel nervous. But if you take it with you, you’re showing them that you don’t trust them. This is a sale killer. Always have someone to assist you to avoid either of these bad options.

Be sales-minded, but also be security minded. Practice store floor awareness. Be aware of other sales associates’ needs. This will make your store more secure, and equally importantly, make your clients much happier with their experience.

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Shane Decker

The Time Shane Decker Pre-Judged a Client – and Paid the Price

Every time you approach a client, think “She’s a millionaire. I’m closing this sale.”

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Selling out of your own pocketbook means selling what you can afford. But never assume that’s all the client can afford. If you do, you’re not just doing yourself and your store a disservice — you’re doing your client a disservice.

Let me tell you a story about me. About 40 years ago when I was new in the industry, there was a lady that I thought was poor. I was new to the community and I thought people were mean to her — they all called her “The Cat Lady.” She pushed an empty cart by the store every morning, then in the evening, she would come by with a cart full of bottles, cans and anything she thought was valuable.

Right before Valentine’s Day, we had just changed our store windows to feature ruby and diamond jewelry. That evening, she stopped and looked in the window. Then she covered everything up in her cart, parked it outside and came in.

She was wearing a ratty old coat. I waited on her with a smile. She let me know she had always wanted a ruby and diamond ring, and she loved the one in our window. I got it out and handed it to her. She said again, “I’ve always wanted a ruby ring.” I should have closed the sale, but I blew it.

The ring fit perfectly, but I was worried about my integrity. I didn’t want to be known as a salesperson that sold her jewelry on a day that was very cold. Maybe she was hungry and needed a new coat. So I said one of the dumbest things I’ve ever said to a client: “Don’t you really need a coat?”

She said, “Young man, if I wanted to buy a coat, I would buy a coat! I want a ruby ring.” She smiled and left, and I felt like an idiot. If I remember right, our ring was around $695. Rather than going on her merry way, she went back the other direction to the jeweler on the next block. Later that evening as I was tearing down our windows to put our jewelry in the vault, she gave me a Princess Diana wave, showing me the ruby ring she had just purchased. I found out later she had laid down 12 $100 bills. Wow.

Later that week, I went outside and apologized. She said, “Young man, we all have lessons to learn in our life. I know you meant well. But I did want a ruby and diamond ring.” She was so nice. But if I’d been listening, she would have walked out of our store with a ruby ring. She was already closed.

When you sell out of your own pocket, you are accidentally pre-judging the client. Every time you approach someone, always go with a smile and think, “She’s a millionaire. I’m closing this sale. I’m adding on. And she’s going to be wowed before she leaves.”

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Shane Decker

24 Sales Meeting Topics for the New Year

Perfect practice every other week with your sales team can lead to new heights for your business.

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This article originally appeared in the January 2017 edition of INSTORE.

WHEN IT COMES to success as a retail jeweler, it all starts in the front. Your salespeople are your ambassadors to the world. And yet, many store owners still neglect to train their employees.

In 2017, commit to holding at least one sales meeting every other week, allowing enough time for learning and role-playing. Here is a list of 24 sales meeting topics for the new year.

1. The greeting — every client should be smiled at, greeted and spoken to within five seconds

2. Product knowledge — the knowledge of all products you carry, including branded jewelry and timepieces

3. GIA knowledge — the knowledge of diamonds, colored gemstones and precious metals

4. Romancing the sale — using value-added statements and romancing the beauty of the item and the reason the client came in

5. Asking relationship- and selling-specific questions — the more you get the client to talk and the more you listen, the higher the closing ratio

6. Handling objections — maintaining price integrity and being decisive; objections must be handled with speed and accuracy

7. Team selling and T.O.’s — having the right salesperson in front of the client

8. Selling company benefits — the reasons to buy from your company, like service and quality

9. Using the 8 types of closes and closing all the way through the presentation

10. How to sell with technical information when needed — make sure that the client doesn’t know more about the product than the salesperson

11. Store floor awareness — who’s waiting on whom, is the sweet spot covered, is anyone stranded?

12. Flawless execution of the basics — security rules, filling out job envelopes, and so on.

13. Proper follow-up in clienteling (An essential skill for any salesperson.)

14. Being organized during a presentation — don’t walk away and leave the client unattended

15. Add-ons — step-up, matching, and service counter additions

16. The 30-second window – how to time your close

17. Sales profiles — knowing each salesperson’s profile and understanding how to get the right person in front of a client

18. Understanding how to sell to millennials — young men buy peace of mind and freedom from risk (lab reports, guarantees, trade-in policies); young ladies buy style, fashion and sentiment

19. Knowing how to wow clients and the five reasons to do so

20. The three types of sales presentations — the coconut, the clerk and the created sale

21. The difference between a technical and a mechanical presentation

22. When and how to discuss price and knowing the price rules of your store

23. Price negotiation – the correct way to do so while maintaining profitability

24. How to follow up on all repairs (Big service opportunities here.)

If you’re a salesperson and you don’t get something on the first try, don’t give up: Continue to work on self-improvement. Many times, we give up too early and fall back on old bad habits. If you’re going to perfect your skill, it takes practice. So I don’t want you to just try it — I want you to do it over and over until you get it.

Sometimes, people try to fail because they do not want to change. But if you don’t like change, you’re going to hate extinction!

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