As a jewelry professional, you recognize that proper disclosure of gemstone enhancements is your ethical and legal responsibility. Providing the most updated information to your customers is not only an essential part of the sales process, it increases trust and loyalty.
Furthermore, enhancements are not detrimental to gemstones. By definition, they “enhance” them. David Peters, Jewelers of America’s resident education and management expert, says they improve the beauty, durability and availability of gemstones.
Peters offers the following tips to keep in mind as you make disclosure part of your sales presentation:
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Bring Up The Topic: During the course of your sales presentation, weave enhancement information in with other important product knowledge. Enhancement information can make stones more intriguing and interesting to the customer. For instance, the fact that many blue sapphires start out a brownish yellow color is simply amazing to many people.
- Don't Be Defensive, Answer Questions: Many customers are well educated about enhancements. If they ask if a stone is enhanced, answer their question as clearly and accurately as possible. Doing this shows the customer that you are sincere and knowledgeable.
- Refer to Additional Resources: There are several tools you can use to support your disclosure efforts; don’t forget to use them. Brochures like Jewelers of America’s Gemstone Customer Leaflets help educate consumers.
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