In these times of greater transparency and discounting, it can be difficult to connect with customers who are only focused on price. In order to succeed, you need to move the focus away from deals and make sure customers understand the value offered by your store.
Jewelers of America’s resident expert management and education expert David Peters says there are four components to the “Value Equation.” To increase the perceived value of your products, combine these four separate concepts in every jewelry sales presentation:
- Quality: A fair price for a good product.
- Service: The services and support your store offers both the customer and the product.
- Trust: Your store’s commitment to ethics, professionalism and the community it serves (i.e. the story of your store).
- Commitment: The individual salesperson’s commitment to service and professionalism (i.e. the salesperson’s story).
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