You ever hear this? If a customer tells you about a diamond they “saw” on the Internet don’t sweat it! You did the tough part. They are already in your store. Now in order to make the sale all you need to do is create the feeling of value. Your price does not matter as much as the feeling that the customer is getting a great value with you. So how do you make your customer feel your diamond is a great deal without discounting? Here are some tips to help you create that feeling of value.
#1 Remember, you are selling a feeling. Instead of debating price with a customer, connect with them! When are they getting married? How did they meet? Not everyone buys based on price. People buy from you because their mom bought from you or you give to a charity they support. Sell the feeling that the Internet can’t!!
#2 People love a story. Create a story about your store. Your story might be your long history in your community or that you do the best custom work in town. It could be your events or your fun décor. Sell your story, not just jewelry. The better you deliver your story the better your customer feels about their purchase and the less price matters.
#3 Remember a diamond is more than letters and numbers. It is a work of nature. If I gave you all the dimensions of a woman could you tell me if she is beautiful? NO!!! You need to see her. Same as with a diamond.
#4 When selling a diamond to a retail customer, remind them how many hundreds of diamonds had to be picked through in order to get to the diamonds they are seeing now! Try to teach them of the value of having professionals pick the best of the best for them. Your effort, time, and knowledge all ADD REAL VALUE to your diamonds! The public has no idea how many diamond experts look over a diamond before it gets into the hands of a jeweler. If the customer realized how much effort went into selecting the best diamonds they might be more inclined to buy in a store over an on-line supplier.
#5 A jewelry store lets you examine the diamond before you buy it and compare it to many other diamonds. The Internet will not show you diamonds side by side. Diamond dealers don’t buy diamonds without seeing them! Why should you?
#6 Ask the Internet site where the inclusion is. How bright the stone is? What is the quality of rough? Is it hazy? All these things translate to value and are not easily discernible to the untrained eye. If you do not know them when you buy a diamond on-line then you do not know if you are getting value.
#7 If every G SI1 was the same everyone would always buy the cheapest! DeBeers sorts rough diamonds into over a thousand different categories. There are many degrees and differences within the color and clarity grades. Even with GIA, a good SI1 might even be better than a bad VS2!!!! Plus, there are many diamond qualities NOT listed on a certificate! Brightness, scintillation, quality of the rough, position and relief of inclusions. These all determine beauty and are not listed on a GIA or any other cert.
#8 If it seems too good to be true, it usually is. No one is giving anything away. There is usually a reason something is below market value. Tell the customer to try to get the stone on the Internet and bring it in. Many stones are just listed and do not even really exist.
#9 When you buy for price that is all you get. This is a life long position. This is maybe the most precious item you will ever own. It means something. Make it special. Internet sites come and go but a diamond is forever.
#10 Who are you going to go to if there is a chip, or a problem? The Internet site will not provide maintenance, experience, or service. When you buy from a jeweler you are purchasing their time and expertise. They give you a mounting and keep your jewelry clean and in good condition for as long as you own the piece.
#11 Unfortunately, sellers of diamonds are not always looked upon as beacons of honesty. I have heard of and experienced fake certificates and real certificates sold with diamonds that did not match the diamond. Don’t be afraid to tell your customers some of the Internet purchase horror stories you have heard. If they find an honest jeweler you will save them a future headache.
Aleah Siegel is a 3rd generation GIA Graduate Gemologist and a 5th generation jeweler turned loose diamond wholesaler. Selling diamonds on the road lets her share great ideas from hundreds of different jewelers from all over the country. Sign up for her Jewelry Sales Tips Newsletter by e-mailing her at Aleah@olympiandiamonds.com or calling 800-882-8900. We are all in this jewelry business together lets help each other!