05282018Mon
Last updateTue, 22 May 2018 10pm

Featured Articles

Bill’s Jewelers thrives by staying true to a family promise

Bill’s Jewelers thrives by staying true to a family promise

Bill’s Jewelers in Thomasville, Ga., has three driving forces that have kept the store growing every single year since it opened back in 1986.

One is treating your customers like family and providing the best service possible, making sure that all of ...

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What's New

Nina Nguyen to unveil trendsetting new earring collection at JCK Vegas

Nina Nguyen to unveil trendsetting new earring collection at JCK Vegas

New collection is patent pending for multiple-use, convertible styling

(DENVER)  - Timing is everything, and time, as they say, is on designer Nina Nguyen’s side. The arrival of the news that her recently released interchangeable earring collectio...

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On The Move

Trophy Writer

Trophy Writer

Diana Jarrett wears gemstone earrings by designer Lisi Fracchia. Popular gemologist-journalist swoops up triple trophies in annual competition

(NEW YORK) - The venerable New York Mineralogical Club, founded in 1886 by Tiffany & Co.’s first gemologis...

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Industry Events

Emerald Expositions Jewelry Group announces launch of “PREMIER” Las Vegas

New fine jewelry and watch event to launch at LVCC during Market Week 2019  

(NEW YORK) - Emerald Expositions Jewelry Group recently announced the launch of PREMIER, a brand new fine jewelry trade event to take place during Las Vegas Market Week, b...

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Other News

The Motley Fool explores - how much gold is left in the world?

The Motley Fool explores - how much gold is left in the world?

In 2016, archaeologists working at a dig site in Bulgaria came across a tiny but significant find: A gold bead measuring about an eighth of an inch in diameter, which scientists believe may be the oldest piece of refined gold jewelry ever discovered ...

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Latest News

The Motley Fool explores - how much gold is left in the world?

5 DAYS AGO
The Motley Fool explores - how much gold is left in the world?

In 2016, archaeologists working at a dig site in Bulgaria came across a tiny but significant find: A gold bead measuring about an eighth of an inch in diameter, which scientists believe may be the oldest piece of refined gold jewelry ever discovered -- dating back as far as 4600 B.C. 

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GN Diamond offering on-going training to retailers’ sales force

5 DAYS AGO
GN Diamond offering on-going training to retailers’ sales force

Darci Aselage, GG, GN Diamond’s resident training professional, conducting in-store training.

GN Diamond continues to make strides in the wholesale market place by offering retailers free training for their sales associates. GN states they speak with over 3500 retailers on a daily basis, allowing the...

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Emerald Expositions Jewelry Group announces launch of “PREMIER” Las Vegas

5 DAYS AGO

New fine jewelry and watch event to launch at LVCC during Market Week 2019  

(NEW YORK) - Emerald Expositions Jewelry Group recently announced the launch of PREMIER, a brand new fine jewelry trade event to take place during Las Vegas Market Week, beginning in 2019. To be co-located with the Las Ve...

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Israel to hold diamond auction at JCK Las Vegas

12 DAYS AGO
Israel to hold diamond auction at JCK Las Vegas

(RAMAT GAN, Israel) - The Israeli Diamond Industry will again be among the largest international exhibitors at the JCK Las Vegas Show (June 1-4, 2018,). The Israel Diamond Pavilion, organized by the Israel Diamond Institute (IDI) will feature 34 exhibitors.

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Trophy Writer

5 DAYS AGO
Trophy Writer

Diana Jarrett wears gemstone earrings by designer Lisi Fracchia. Popular gemologist-journalist swoops up triple trophies in annual competition

(NEW YORK) - The venerable New York Mineralogical Club, founded in 1886 by Tiffany & Co.’s first gemologist, George Frederick Kunz announced the results of ...

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AGS announces 2018 Circle of Distinction Honorees

10 DAYS AGO
AGS announces 2018 Circle of Distinction Honorees

(LAS VEGAS) - The American Gem Society (AGS) has announced that it will honor three esteemed leaders in the jewelry industry at its annual Circle of Distinction dinner on Tuesday, July 17 at the historic Plaza Hotel in New York City.

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Nina Nguyen to unveil trendsetting new earring collection at JCK Vegas

5 DAYS AGO
Nina Nguyen to unveil trendsetting new earring collection at JCK Vegas

New collection is patent pending for multiple-use, convertible styling

(DENVER)  - Timing is everything, and time, as they say, is on designer Nina Nguyen’s side. The arrival of the news that her recently released interchangeable earring collection is now patent pending for multiple-use, converti...

Readmore

Royal Chain releases their Special Edition Gold Collection

5 DAYS AGO
Royal Chain releases their Special Edition Gold Collection

Celebrating 40 years & the resurgence of gold

(NEW YORK)  - In celebration of its 40th anniversary, the Royal Chain Group has created a special edition collection of unique gold jewelry. The collection is a tribute to the past while honoring today’s fashion forward woman.

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The Marketing Minute: Trend Spotting

7 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

7 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

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It’s a Brand New Ball Game!

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Our current market situation has created a whole new ball game for those of us in the jewelry industry. The game has changed and for us to remain players we must change our approach to business and sales.

Are you willing to change?

Are you willing to try new sales techniques to create a winning team for 2009? Then let's get started!
History always repeats itself and the smart business owner looks into the past during tough times to know which direction to head today. It's the same as a sports team changing their playbook for the current season and you can do the same.

Looking back, when Henry Ford first started producing the Model-T automobile the horseshoe industry was in a panic - but some forward thinking horseshoe business owners looked at their current situation and knew they had to change their playbook to accommodate their current market - and they thrived brilliantly. Others tried to ride out the storm by not changing and lost everything.

You have a wonderful opportunity at this moment to change your approach to business and sales. And in this article I'll show you three techniques to modify your playbook and take advantage of the current market in 2009.

In my 26 years experience of training owners and salespeople, I can tell you first hand that the relationship between the customer and sales associate is the most important one in your business. Used the right way it can create the best year you have ever had!

Here's how we ensure you are benefiting from this relationship:

First: Be a hero - listen to your client's fears, hopes, and dreams! While most salespeople immediately jump into a sales pitch as soon as a customer walks through the door, be sure to train your salespeople to start asking questions about the customer's lives, their families, and their dreams. Create a safe environment for the client to feel free to talk and you have a client for life. This technique sounds so simple, but I have seen it work all across the country - start using it today!

Second: Ask your customer about their past jewelry purchases - whether they bought it from you or not and how much enjoyment they are getting from those past purchases. Notice how they begin to smile. Ask if they are wearing their new purchase every day or only for special occasions. Remember, they came into your jewelry store and they know you want to sell product. Asking questions lets the customers talk about themselves and creates a perfect sales environment.

Third: Train your sales associates over and over to allow the customer to talk and the sales associate to listen. A few months ago I wrote an article on the ‘Art of Listening to Your Clients' that received a lot of positive feedback. Remember that the biggest part of sales is listening - not the sales pitch - I call this "Listen to Buy." Listening is the foundation for a lifetime of business and referrals. Ask the customer questions and then have follow-up questions for the responses they give. By using this technique you will create trust and a huge client base at the same time.

The market has changed. And we must change also. Change your playbook to allow the customer to talk and the sales associate to listen. By taking an active approach to listening, you are ahead of the game.
Changing a few plays in your playbook can have a positive effect on your overall business. And listening to clients in today's market will create a winning season in 2009.

 


Ivan Levi is celebrating his 26th year in the jewelry industry. He is president of Ivan Alan jewels® and Ivan Alan SolutionsTM. His sales training seminars are heard throughout the country at trade shows and at in-store meetings. To contact Ivan for seminar information, call 800-235-1918.


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