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Shane Decker

When You Pre-Judge What’s in a Client’s Wallet, Everybody Loses

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The credit card commercial asks, “What’s in your wallet?” But if you’re selling jewelry, the answer doesn’t matter. It’s what’s in the client’s wallet that matters.

Selling out of your own wallet can be unintentional, but it is a type of prejudging. Some sales associates don’t even realize they’re doing it. They’re presenting a product to the client that they can’t afford themselves, not realizing they’re underselling the client. A lot of sales are lost because what the client thought he was going to purchase was never presented. 

Selling out of your own wallet:

  • makes the client assume that you don’t think he can afford the item.
  • creates a slower turn on high ticket items.
  • makes store owners wonder if they are stocking the wrong  diamonds or price points.
  • drives your average ticket down.
  • lowers the closing ratio with clients wanting to purchase higher ticket items.
  • keeps higher ticket referrals from coming in. 
  • affects your salary or commission.
  • changes how diamonds, branded merchandise and high-end timepieces are sold in your store.

I hope you’re starting to see just how drastically this poverty-level mentality can affect your store. Now imagine these two scenarios:

The client comes in to buy a 2-carat diamond, but you show him a 1-carat instead. He leaves and buys the 2-carat somewhere else. Now when he wants to make a large purchase, he’s going to go to another store. He may come to you for beads, repairs and inexpensive items, but you’ve lost his big-ticket business forever.

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The client has previously discussed the purchase with his wife and she wants a 2-carat. But you actually sold him a 1-carat. When he gives it to his wife, she is disappointed and they wind up returning it. 

Today’s clients want higher quality, larger diamonds, as well as higher-priced timepieces. They’re buying luxury vehicles, luxury technology, luxury vacations. Why wouldn’t they want your luxury jewelry?

The more expensive the item, the less time it should take to sell it, because the client looking at that item can afford it. If you make $40,000 a year and the item is $150,000, don’t be afraid of it. 

A lack of gemological or product knowledge is a big reason sales associates screw up these sales. And if a salesperson is category smart (comfortable with one category but not others), a lack of knowledge can keep him from selling higher ticket items.

Always remember the integrity of the item is in the price. The price represents platinum, gold, AGS and GIA lab reports, brand equity, manufacturing skill, rarity, quality, style and more. There’s a lot of value in your product that’s not seen.

Always assume that the person in front of you is a millionaire. Believe that you’re closing the sale, you’re adding on and they’re going to be wowed. Most of all, believe that you and the client are going to have fun! You want the client walking out with the item purchased and saying, “Man, the guys in that store are awesome!” 

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People can buy jewelry anywhere. They’re happiest when they’re not undersold. 


Shane Decker has provided sales training for more than 3,000 stores worldwide. Contact him at ( 719) 488-4077 or at ex-sell-ence.com. 

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

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Shane Decker

This Easy Sales Technique Can Create Huge Diamond Sales in Your Store

This easy sales technique can create huge diamond sales in your store.

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HERE’S A SIMPLE SALES technique that can pay big dividends with your clients. I’ve dubbed it “the dropper-offer.” Funny name, but it can result in serious sales and happy customers.

To pull off “the dropper-offer,” you need accurate store floor awareness, exceptional teamwork and perfect timing. Here’s how it works.

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When the sale or repair is over, and the client and salesperson are ready to turn to walk toward the door, another salesperson (or, ideally, an owner or manager) becomes “the dropper-offer.” That person walks by and hands the salesperson a loose diamond, which is held inside a spring-loaded, four-prong holder and wrapped inside a paper. The client shouldn’t be able to see what’s inside because the paper is folded over the diamond. The “dropper-offer” should say something like, “I know he (or she) would love to see what’s inside of this.” And then they walk away.

Clients are dying to see what’s inside the package. The salesperson unwraps the paper, which includes the cut, color, clarity and carat weight information as well as the price — everything they need to make the presentation. The diamond itself should be a diamond over a carat (make sure it’s larger than the average diamond you sell in your store). When the “dropper-offer” says, “I know they would love to see what is in this,” that is a lead-in line. It leads the salesperson and the client into the next presentation.

Clients love to see beautiful items and hold them in their hands. This technique creates sales from scratch and gives you a great opportunity for referrals and online feedback. None of your competition is doing this; they’re all worried about who’s showing what and whether one person or the other is going to get credit for this sale. But in your store, you make it all about the client (right??).

Here is why you wow clients:

1. Clients feel good when they’re trusted with a high-value, beautiful item.

2. It’s a silent compliment. They realize that you believe they can afford it.

3. It’s free advertising. It costs nothing but your time.

4. The client now knows you have large diamonds. Even if you don’t make a sale now, it will lead to future sales.

5. They might buy it. People buy on impulse all the time.

It takes a team that knows each other’s selling habits to be able to pull this off and do it well. It does involve an interruption, but never interrupt when your sales associate is in the middle of a presentation or ready to close. The secret to this is timing.

Once people on your sales team get to be a part of the “dropper-offer” technique, everyone is going to want to participate. It’s fun and clients love the attention. They end up staying longer. It shows them you care. And it creates sales from scratch. Happy selling!

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Shane Decker

How Role-Playing Can Help You Have Your Happiest Holidays Ever

For a successful holiday season, practice, practice, practice.

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How does a doctor become proficient in medicine, or an attorney in the law? Through practice.Why should jewelry sales be any different?

With the expectations that clients have these days walking into your store, you simply can’t afford for your salespeople to stumble through their presentations or misspeak when handling objections. You’re only as good as you train, and that training should be weekly, not yearly or monthly.

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It’s been my experience that most salespeople take three years or more to become comfortable with gemology, product knowledge and the art of salesmanship (more if you sell watches as well). The quickest way to bring a new employee up to speed is to get her as much practice as possible. Likewise, employees who have been around a while can become rusty in certain situations without practice to keep them sharp.

You should be holding at least a one-hour sales training meeting every week (informational store meetings don’t count; this is a meeting dedicated to sales training). Your sales meeting should be broken up into three parts: 20 minutes on products or gemology, 20 minutes on how to sell the product you just learned about, and 20 minutes of role-playing. Role-playing is probably the most important part of the meeting because it keeps us from practicing on the client.

Most sales associates hate role-playing, and I can see why. In most stores, it’s done incorrectly. Don’t do it with two salespeople standing at the counter and everyone else watching and waiting for them to make a mistake. This is intimidating; people will be on their guard. Instead, break into twos with all teams working in different corners of the store so no one is listening to the others practicing. The owner or sales manager can walk around and work with each group, acting as a coach to help with any area of need. The coach should never be critical but always helpful, leading with correct execution.

What can be role-played? Everything. Closing skills, handling objections, selling company benefits, romancing the beauty of the item, value-added statements and the reason the client came in, bridal presentations for all age groups, how to sell the created or clerk ticket, closing all the way through, what to do when the client says no, add-on salesmanship, wowing, practicing absolutes, how and when to do a team-sale or T.O., etc.

Let’s say you’re role-playing how to handle a particular type of objection. The client throws out an objection and the salesperson thinks of how many ways to answer it. Practice them all, then switch roles.

During this critical month of December, role-play adding on, creating a sense of urgency, upselling, price-point salesmanship and T.O.s. Make this the best Christmas you’ve ever had: practice!

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Shane Decker

How to Handle the 4 Most Common Christmas Objections

Connect with clients through reassurance, friendliness and genuine questions.

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This story was originally published in INSTORE’s November 2017 issue.

YOU HEAR the same objections every holiday season. The top four are:

1. This is the first place I’ve been.

2. I’ll know it when I see it.

3. I’m just looking.

4. That’s more than I want to spend.

Remember: Objections show interest. But they must be handled with speed and accuracy. If you hesitate before giving your answer, the client may think you don’t know the answer or are making it up. Your answer needs to be professional (but not curt), giving the client the information they need. 

The two primary reasons that clients give objections are that they need reassurance or they’re challenging you — they want to see if you know your stuff. 

Here are some ways to answer the top four objections you’ll hear during the Christmas selling season. 

1. This is the first place I’ve been.
  • Great, I’m so glad you came here first.
  • I do that when I shop: I like to go to the best place first.
  • Fantastic, we can shorten your search.
  • Thank you so much for thinking of us.
  • This is a great place; we love our clients!
  • That is awesome, what brings you in?
  • Let’s get started.
2. I’ll know it when I see it.
  • What is it you’re looking for?
  • Are you looking for someone special?
  • I do the same thing; I hunt for it, I find it and I conquer.
  • Are you trying to match something you’ve purchased before?
  • Is this a Christmas gift?
  • Are you looking for diamonds?
  • Are you looking for something for someone else?
3. I’m just looking.
  • I’m so glad you came here to look.
  • For what?
  • I always look before I buy.
  • Are you just getting started today?
  • Are you looking for something for yourself?
  • Today is a great day for just looking.
  • Awesome, let’s get started.
4. That’s more than I wanted to spend.
  • We have several payment options.
  • Have you considered layaway?
  • We have financing.
  • These come in a variety of prices depending on size.
  • We can change this from platinum to white gold.
  • Well let’s see what we can do for you (if you negotiate price).
  • What price range did you have in mind that is comfortable for you?

When you ask what price they’re comfortable with, be careful that they don’t feel pre-judged by how you ask. When asked incorrectly, the client might think that the money is more important to you than the product they’re purchasing or the experience delivered. 

Never make a client feel bad because they can’t afford the item; always make them feel honored because we can find something in their price range that is still high quality. 

Always make it about the client, the event in their life and the item they want. If you handle holiday sales with integrity, poise and a friendly attitude, there’s a good chance you’ll see these clients again. Happy holiday selling!

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