Everyone could use a little color in their lives. But are you boxing yourself in when you sell colored gemstone jewelry? David Peters, Jewelers of America’s resident education and management expert, says retailers have to be careful that they don’t undermine sales by offering a limited viewpoint or bias when it comes to selling color.
He offers these suggestions on how to be open minded, when it comes to adding color to your sales:
- Don’t: Avoid saying things like, “This is the best color.”
- Do: Instead, give any comparisons context. For example, Peters says you can tell a customer, “Vivid blue may be the rarest and most expensive color, but many people actually prefer a lighter and brighter shade.”
- Do: Let your customer decide what they like; after all, beauty is subjective.
- Don’t: Never say things that can make the customer feel like they are settling for second best.
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