As a professional jeweler, you understand the importance of selling the emotion and romance of jewelry. But even romance can get stale if it isn’t regularly infused with some creative ideas. In “Romancing the Jewelry Shopper,” JCK magazine’s Jennifer Heebner and Paul Holewa share ideas to bring the sparkle back into sales romance.
Take the following ideas and your store will be thriving with romance, and sales, in no time:
- Cultivate Your & Your Staff's Romance “Expertise:” After becoming a Hearts on Fire dealer, Craig Husar, of Lyle Husar Designs, got rid of the microscopes and charts that represented the technical aspects of jewelry sales and focused on romantic ideas. In fact, he’s gone so far as to put “Chief Romance Expert” on his business cards.
- Offer Proposal Planning: At Bremer Jewelry, would-be grooms are helped immeasurably with the “Proposal Planning Kit” that was developed for owner Ronda Daily and her staff by Fruchtman Marketing. Daily told JCK that a man buying an engagement ring at the store can’t leave without having some idea how to propose.
- Make Customers Feel like “VIP’s”: The best way to turn engagement ring customers into wedding band (and beyond) buyers is to treat them like the VIP’s that they are to your store. That’s the strategy employed by Steven Singer, of Steven Singer Jewelers, who holds special events for recent engagement ring customers. Singer’s events focus on pampering couples, while giving them a chance to check out wedding bands and other jewelry.
Take The Tip:
Click here to get more romantic ideas by reading the full report at JCK.
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