A jewelry purchase is an emotional and important one for customers. While there are certainly product features you can (and should) tout, you can’t forget the most important feature of all: passion. Jewelers of America’s resident education and management expert David Peters says selling is all about relationships, and relationship-based selling is all about love. This can be hard to remember during tough times when it’s more difficult to close the sale, but it’s never been more important.
Peters says there are four key areas to bring passion and love into the sale:
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Love of your job = pride and satisfaction in your work. Show customers that you love being able to share important milestones -- engagements, anniversaries, birthdays, etc. -- as part of your day-to-day job.
- Love of the product = excitement and enthusiasm. Share not only the beauty of jewelry with them, but the emotional value that will last for years to come.
- Love of yourself = confidence and a sense of personal value. If you don’t believe in yourself, the customer won’t believe in what you have to say.
- Love of the customer = a clear focus on meeting their needs and making their life better. Make it clear that your goal -- what brings you value in your job -- isn’t making the sale, but satisfying the customer.
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