Boost Diamond Sales This Holiday

Diamond jewelry sales will be a key component for jewelry retailers this holiday season and all of 2009. While the tail end of a recession doesn’t promise huge numbers, in “How to sell diamonds during a down economy” National Jeweler’s Michelle Graff shares expert tips on how retailers can “shake off the ghosts of holidays past and focus on what it is going to take to sell diamond jewelry.”

Graff spoke to both retailers and experts including Jewelers of America’s David Peters, to come up with some key tips for boosting diamond sales this season. Among the advice offered:

• Banish Negativity: Yes, it’s been a tough year and last holiday season wasn’t much to sing about, but Peters says retailers need to move past the doom and gloom or they won’t be able to convey a sense of joy to customers.
• Get Fashionable, Not Trendy: Peters says to fill cases with fashionable items that match your store’s demographics in terms of design and price point.
• Follow Your Best Customers: Use things like computerized inventory to track purchases, so you know what your best customers are buying. For example, Cathy Calhoun of Calhoun Jewelers in Philadelphia uses a software system to track wish lists and send customers personal, hand-written notes that she says nudge them in the direction of buying “most-wanted pieces.”
• Don’t Focus on Cost During a Sale: It should still be about romance, not how much a particular piece costs.
• Don’t Shy Away from Add-Ons: While some sales staff fear losing a sale by being too pushy, sales trainer David Richardson notes that asking if a customer would be interested in another item will never threaten the first sale and has the potential to build on it.

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Comments

[Diamond Comparison]

Thanks for the expert tips on boosting diamond sales.
The last one is simply the best as sales staff should never be shy away from Add-Ons. You can not boost the sale until you ask customers on more items he or she is interested in.