Your sales staff should be prepared to answer basic questions on issues such as conflict diamonds. (If they are not, you may want to check out Jewelers of America’s member guidance documents at www.jewelers.org.) While preparing for questions can help you deal with customers who come in and ask them, what do you do about those consumers who have seemingly turned their backs on the jewelry industry and aren’t even bothering to walk through your door?
In “How Jewelers Can Reach Out to Socially Conscious Consumers,” JCK magazine’s Rob Bates shares insight on connecting with consumers who have been turned off by negative publicity about the jewelry market. He shares tips from a variety of experts, including David Peters, Jewelers of America’s resident education and management expert.
Use the following tips to connect with socially conscious consumers:
- Do the Right Thing: You can’t fake commitment. Brian Leber of Leber Jewelers notes, “It’s more about being good than advertising that you’re good.”
- Share Your Policies: Information on relevant issues – like conflict diamonds or responsible gold – should be available for customers who seek it.
- Commit to Your Community: “Focus on causes in your area that demonstrate your commitment to issues,” says Peters.
- Don’t Be Defensive: Peters warns against getting negative in response to consumer or media inquiries about your policies. Never make the argument that “other products” are morally compromised. “You never try to rationalize evil by saying other people do evil.”
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