Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Pretty much perfect retailing for Wyoming couple
    Pretty much perfect retailing for Wyoming couple
    Johnston Jewelers – A Good Catch
    The Battle for Safer Mining
    Largest LGD grower continues rapid expansion
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    AGTA GemFair™ Las Vegas is kickoff point for Rapaport’s natural pearl auction and sales
    Plumb Club study underscores a bright future for the diamond category
    GIA’s Gems & Gemology Spring 2023 now available
    Virginia jewelers unite for Children’s Hospital of Richmond
  • Podcast
    Behind the Success of running a jewelry trade shop
    Episode 31 – Ross Wesdorp, Behind the Success of Running a Jewelry Trade Shop
    Downsizing positioned Butler Diamonds for success
    Episode 30 – Doris Butler, Downsizing positioned Butler Diamonds for success
    Inside the United Precious Metal Refining
    Episode 29 – David Siminski, Inside the United Precious Metal Refining
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Darling of the Industry Konrad Darling of Darling Imports
    Episode 27 – The Darling of the Industry: Konrad Darling of Darling Imports
    Success in Jewelry and Writing
    Episode 26 – Success in Jewelry and Writing. Chuck Koehler of Anthony Jewelers
    Permanent Jewelry How Sunstone is Changing the Game
    Episode 25 – David Holloway, Permanent Jewelry: How Sunstone is Changing the Game
    Jewelry-Store.-Mark-Priest-of-Legend-Jewelers
    Episode 24 – From Bordello to Jewelry Store. Mark Priest of Legend Jewelers
    he-Jewelry-Industry-in-the-Eyes-of-Management-Consultant
    Episode 23 – The Jewelry Industry in the Eyes of Management Consultant, Kate Peterson
  • Columnists
    3 digital marketing lessons from great jewelry radio ads
    Joel McFadden Fine Jewelry
    Successful Custom: The Silent Selling Tool
    5 fun, powerful hacks to try using AI
    Image of Chuck Koehler
    The Retailer’s Perspective: A year late and a dollar short
    The Story Behind the Stone: The Maine Thing
    Joel McFadden Fine Jewelry
    Successful Custom: A Tale of Two Commitments
    Image of Chuck Koehler
    The Retailer’s Perspective: Just Say No! If You Can
    The Story Behind the Stone: The Wonder of it All
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Pretty much perfect retailing for Wyoming couple
    Pretty much perfect retailing for Wyoming couple
    Johnston Jewelers – A Good Catch
    The Battle for Safer Mining
    Largest LGD grower continues rapid expansion
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    AGTA GemFair™ Las Vegas is kickoff point for Rapaport’s natural pearl auction and sales
    Plumb Club study underscores a bright future for the diamond category
    GIA’s Gems & Gemology Spring 2023 now available
    Virginia jewelers unite for Children’s Hospital of Richmond
  • Podcast
    Behind the Success of running a jewelry trade shop
    Episode 31 – Ross Wesdorp, Behind the Success of Running a Jewelry Trade Shop
    Downsizing positioned Butler Diamonds for success
    Episode 30 – Doris Butler, Downsizing positioned Butler Diamonds for success
    Inside the United Precious Metal Refining
    Episode 29 – David Siminski, Inside the United Precious Metal Refining
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Episode 28 – John Bruggemann, Secure Your Financial Future by Diversifying
    Darling of the Industry Konrad Darling of Darling Imports
    Episode 27 – The Darling of the Industry: Konrad Darling of Darling Imports
    Success in Jewelry and Writing
    Episode 26 – Success in Jewelry and Writing. Chuck Koehler of Anthony Jewelers
    Permanent Jewelry How Sunstone is Changing the Game
    Episode 25 – David Holloway, Permanent Jewelry: How Sunstone is Changing the Game
    Jewelry-Store.-Mark-Priest-of-Legend-Jewelers
    Episode 24 – From Bordello to Jewelry Store. Mark Priest of Legend Jewelers
    he-Jewelry-Industry-in-the-Eyes-of-Management-Consultant
    Episode 23 – The Jewelry Industry in the Eyes of Management Consultant, Kate Peterson
  • Columnists
    3 digital marketing lessons from great jewelry radio ads
    Joel McFadden Fine Jewelry
    Successful Custom: The Silent Selling Tool
    5 fun, powerful hacks to try using AI
    Image of Chuck Koehler
    The Retailer’s Perspective: A year late and a dollar short
    The Story Behind the Stone: The Maine Thing
    Joel McFadden Fine Jewelry
    Successful Custom: A Tale of Two Commitments
    Image of Chuck Koehler
    The Retailer’s Perspective: Just Say No! If You Can
    The Story Behind the Stone: The Wonder of it All
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Columnists

Four areas where salespeople need knowledge & training

Brad Huisken, President IAS Training by Brad Huisken, President IAS Training
February 28, 2011
Share on FacebookShare on Twitter
Reading Time: 6 minutes

There are four basic areas where jewelry salespeople need to be knowledgeable, thus they need training in order to perform their job responsibilities.

Imagine an automobile with four tires.  Should one of the tires be low on air, or flat, the automobile would not run efficiently.  The same is true in sales; if one of these four areas is weak, then the sales presentation may take a turn for the worse.

Customers expect salespeople to be the expert, and I am sure that most professional salespeople want to be experts.  Therefore, salespeople must do everything within reason to constantly look at increasing their skills, abilities, and thus knowledge.  Read the industry trade journals.  Talk to the various merchandise representatives, do some research on the Internet, talk to your fellow salespeople that may have expertise in a specific area.

One of the biggest problems that I see in retail jewelry is that too many salespeople learn just what it takes to get by.  Be something different, be extraordinary, and go above and beyond the normal.  I know that knowledge is the key to success, not only in jewelry sales, but in all aspects of life as well.

The four areas are:

1) Sales Techniques – Know how to make initial contact, and how to greet a customer in a non-pushy and aggressive way.

Learn how to determine the customer’s needs.  The easiest way is through a series of open-ended questions that are designed to capture the maximum amount of information from the customer.  Learn how to demonstrate merchandise in a way that increases the customer’s perception of value using features, benefits, and agreement questions.  Have a toolbox of closing techniques that will help you close more sales.  Learn how to sell people add-on items through getting the customer to tell you what they are going to buy next.  When a customer says, “I’ll be back” they are not necessarily coming back.  They have objections that you need to learn how to handle.  Practice different ways to give and receive turnovers in a way that doesn’t offend customers.

2) Product Knowledge – Know how to talk to the customer in terms of not only the technical aspects of the jewelry, but the emotional aspects as well.  How to describe the features and benefits in terms that the customer understands, knowing inventory levels, prices by memory, financial considerations, etc.

Product knowledge is one of those things that you have to have.  However, you may not need to use it.  If the customer needs a technical presentation, then you have to be prepared to give a technical presentation.  If the customer is more emotionally driven, you may not need to use any of your technical product knowledge.  Be prepared for every different type of customer.

3) Operational Knowledge – Knowing how to write up job envelopes, all the aspects of repairs and maintaining jewelry, how to write up a sales slip, layaway, gift certificate, knowing how to use the tools of the trade, putting things back where they go, all the company’s policies and procedures, etc.

I have seen many sales lost for dumb operational reasons that just shouldn’t have happened.  I once saw a jewelry salesperson lose a sale because they couldn’t find a diamond loupe.  Be prepared in all the different areas of the total store operation.

4) Customer Service Skills – Knowing how to sincerely thank a customer and invite them back, exceptional communication skills, understanding and applying non-negotiable customer service standards i.e., if you say it – do it, no personal problems in business, satisfy every customer, etc.

No one area is any more or less important than another area. A salesperson has to be trained in all aspects of the job in order to reach their maximum potential and to capitalize on the opportunities that are present in each and every company. A trained sales staff is essential to success in today’s jewelry marketplace. Again, the only thing that separates one jewelry store from another, in the customer’s eyes, is the people that work in the store.

Author, trainer, consultant, and speaker Brad Huisken is President of IAS Training.  Mr. Huisken authored several books on sales, and has developed sales training programs in use throughout the country. He and his staff of trained professionals also conduct in-house training and consulting all over North America on an ongoing basis.  In addition, he publishes a free weekly newsletter called “Sales Insight.” For a free subscription or more information on training, contact IAS Training at 800-248-7703, info@iastraining.com or www.iastraining.com.

Brad Huisken, President IAS Training

Brad Huisken, President IAS Training

Author, trainer, consultant, and speaker Brad Huisken is President of IAS Training. Huisken has authored several books and training manuals on sales and  produces a Weekly Sales Training Meeting video series along with Aptitude Tests and Proficiency Exams for new hires, current sales staff and sales managers. In addition, he publishes a free weekly newsletter called “Sales Insight” For a free subscription or more information contact IAS Training at 800-248-7703 or info@iastraining.com. Visit his website at www.iastraining.com.

Related Posts

3 digital marketing lessons from great jewelry radio ads

May 15, 2023
Joel McFadden Fine Jewelry

Successful Custom: The Silent Selling Tool

May 8, 2023

5 fun, powerful hacks to try using AI

May 1, 2023
Image of Chuck Koehler

The Retailer’s Perspective: A year late and a dollar short

May 1, 2023

Latest News

Industry Events

AGTA GemFair™ Las Vegas is kickoff point for Rapaport’s natural pearl auction and sales

May 24, 2023
Other News

Plumb Club study underscores a bright future for the diamond category

May 24, 2023
Other News

GIA’s Gems & Gemology Spring 2023 now available

May 24, 2023

Other News

Virginia jewelers unite for Children’s Hospital of Richmond

Furry Friends on the Job: Say hello to Benji of Joyeria La Guadalupana

The importance of WOWING your customers

ASHI Diamonds offers retail partners personalized advantage

It’s Show Time again and the jewelry business is coming out to play

Stuller announces strategic organizational updates

Southern Jewelry News

© 2023 Southern Jewelry News.

Additional Information

  • About
  • 2023 Jewelry Trade Shows & Events
  • Media Kit
  • Contact
  • Sitemap
  • Newsletter Signup

Get Social with Us

No Result
View All Result
  • Featured Articles
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Supplier Spotlight
    • Sponsored Content
  • Latest News
    • What’s New
    • Industry Events
    • Tradeshow News
    • On The Move
    • Other News
    • Furry Friends
  • Podcast
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • DIGITAL MAGAZINE
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archives

© 2023 Southern Jewelry News.