Jewelry is a relationship business. If you let the focus shift to simply getting sales, customers will have superficial reasons to stay loyal to your store -- and those bonds are easy to break.
David Peters, Jewelers of America’s resident education and management expert says “Relationship Selling” is defined by the following:
- It’s built on the win-win philosophy that a good sale benefits both the buyer and the seller. Would you rather have a one-time customer or someone who will repeatedly return and will recommend you to others?
- It’s about more than money, it’s about feelings.
- It moves beyond the sales transaction and focuses on the ongoing relationship built between the buyer and seller.
- Relationship selling is love-based selling: isn’t that what jewelry is all about?
- It is focused on building a good relationship with someone and providing a valuable service through that relationship.
- Selling should be a friendly act; something we do to help people. It is something we do with people and for people, but not to them.
- It focuses on we -- the buyer and seller -- not me (the seller) or you (the buyer).
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