Often, we are so busy focusing on completing a sale that we forget the actual person who is in our store! We are so busy qualifying our buyer and planning which merchandise we want to show them that we overlook the human being who stands before us. As I have stated many times, the real goal of a sales presentation is to create Personal Trade, Repeat Business and customers that will proactively give referrals and recommendations to their friends, relatives and others.
Of course, I also want to make a sale along the way, but never lose sight of the real goal. As much as 65% of a total store’s volume comes from about 25-30% of it’s customers. Therefore we constantly have to look at ways to increase our customer base. Paying attention to the head and the heart, especially in jewelry sales, will dramatically increase your customer base. As you know, most jewelry purchases are based on an emotional reason. Focus on, and share in the emotional reason behind the purchase.
A newly engaged couple or budget-conscious groom-to-be is awe-struck by the joy and the momentousness of the venture they are beginning! By taking a few moments to share in their excitement with them, we enhance the relationship component of the occasion. Sharing the accomplishment and memories of the couple who is celebrating their silver anniversary acknowledges them in a way that few of their closest friends and relatives get to share! Celebrate that promotion that necessitated the purchase of the diamond studs or that lovely sapphire pendant!
By creating the relationship and the mood that brings the customer to our door, we bring the most enjoyable facets of our career to the interaction and we pave the way for the trust and friendship that ensures our continued and future interactions with the person standing before us!
While demonstrating our business skill, along with honoring the customer’s aesthetic taste and financial sensibilities, the knowledge that the customer is valued and cared for is established. It creates the atmosphere that we want what’s best for our customer and we are interested in their total satisfaction! As we become more and more familiar with the person, we are ultimately qualified to be their go-to expert and suggestive selling becomes a natural step in the relationship.