It’s tempting in the current environment to focus solely on price. While it’s wise to offer your customers choice, make sure your business remains value-driven.
Jewelers of America’s resident education and management expert David Peters notes that when you sell for price, your customers respond by buying for price. These clients won’t be loyal to your store; they’ll be loyal to your discounts.
Peters offers the following ideas for keeping the spotlight on value and increasing your personal value as a professional:
- Meet Their Needs: In every interaction with a customer, look for opportunities to meet their needs. This will help build loyalty.
- Get Emotional: Focus your sales presentation on the emotional aspects of jewelry-buying -- which can resonate even more in these challenging times -- as well as product knowledge.
- Increase Your Competency: Study the market, your customers, the products you sell, and the industry as a whole. Being an expert is critical to your value quotient—and your success.
- Follow-Up: The number one complaint customers have about retail sales people is a lack of follow-up. Create a follow-up system and tell your customers about it. Let them know you will always be there. Promise a lot, but always deliver more.
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