Everybody makes mistakes -- even you and your sales staff. But with a little wisdom (and advice from others), you can avoid making the kind of missteps that lead to disappointment, versus sales. In JCK’s “10 Most Common Mistakes Retailers Make in Selling Diamonds,” experts share their top selling faux pas:
- Not establishing your store “brand” first: “The first thing you need to do with any customer is to ‘sell’ them your integrity, knowledge, experience, willingness to serve them, and anything else you bring to the counter.” Terry Chandler, president and CEO of Diamond Council of America
- Not conveying energy and excitement to the customer during the presentation: “You can’t have an agenda; you need to be passionate about the job and the product, and truly happy for the customer.” Barbara Hight-Randall, president and co-owner of Hight & Randall Ltd. Personal Jeweler
- Assuming the price tag and physical features of a diamond are all you need to convey the value:
- Having a negative attitude: “In today’s challenging economic times, fewer customers are walking through your door. But the ones that come in are there to buy… The customer comes in laughing and celebrating one of the best times of their life, but they find nothing but an atmosphere of negativity, so they don’t leave, they run for the door.” Glenn Rothman, founder and CEO, Hearts On Fire
- Not introducing yourself to customers (and forgetting their names): “When a customer buys a diamond from someone, trust is the number one issue. How will you gain trust from them if you remain anonymous?” Leonard Zell, Professional Jewelry Sales Training
“The only value a diamond will have for most customers is in how it will satisfy their needs. It has little or nothing to do with the price or product itself.” Kate Peterson, president and co-founder, Performance Concepts
Take the Tip: Read more about miscues to avoid at JCK: http://www.jckonline.com/article/CA6613508.html?industryid=48911
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