Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Ohio jeweler builds bar to observe relocation anniversary
    Pitards add Goldstein’s to a well-seasoned mix
    Golden Trove
    Golden Trove
    To Infinity & Beyond
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Atlanta Jewelry Show hosting GIA Gem Identification Lab Class
    5-day class March 7 – 11, 2023
    Kelly Waters introduces all sterling men’s collection
    Kelly Waters introduces all sterling men’s collection
    Suzy Levian reveals the story behind the secret diamond
    Consumers plan to spend nearly $26B for Valentine’s Day
  • Podcast
  • Columnists
    Image of Chuck Koehler
    The Retailer’s Perspective: How quickly (and slowly) things can change
    The Story Behind the Stone: Out of the Blue
    Is the customer always right?
    Successful Custom: The One Thing You Need To Do!
    Ten things you can do to raise the level of your customer service
    Is the customer always right?
    Successful Custom: Sizing up your ring mandrel
    Jewelry marketing lessons for growth in 2023
    Jeweler’s Insurance: The wrong time to ask the right questions!
    From Bland to Bold: How humor can transform your jewelry advertising
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
No Result
View All Result
Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Ohio jeweler builds bar to observe relocation anniversary
    Pitards add Goldstein’s to a well-seasoned mix
    Golden Trove
    Golden Trove
    To Infinity & Beyond
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Atlanta Jewelry Show hosting GIA Gem Identification Lab Class
    5-day class March 7 – 11, 2023
    Kelly Waters introduces all sterling men’s collection
    Kelly Waters introduces all sterling men’s collection
    Suzy Levian reveals the story behind the secret diamond
    Consumers plan to spend nearly $26B for Valentine’s Day
  • Podcast
  • Columnists
    Image of Chuck Koehler
    The Retailer’s Perspective: How quickly (and slowly) things can change
    The Story Behind the Stone: Out of the Blue
    Is the customer always right?
    Successful Custom: The One Thing You Need To Do!
    Ten things you can do to raise the level of your customer service
    Is the customer always right?
    Successful Custom: Sizing up your ring mandrel
    Jewelry marketing lessons for growth in 2023
    Jeweler’s Insurance: The wrong time to ask the right questions!
    From Bland to Bold: How humor can transform your jewelry advertising
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Columnists

It’s a Brand New Ball Game!

Ivan Levi by Ivan Levi
August 4, 2009
Share on FacebookShare on Twitter
Reading Time: 5 minutes

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.

Ivan Levi

Ivan Levi

Related Posts

Image of Chuck Koehler

The Retailer’s Perspective: How quickly (and slowly) things can change

February 1, 2023

The Story Behind the Stone: Out of the Blue

February 1, 2023
Is the customer always right?

Successful Custom: The One Thing You Need To Do!

January 30, 2023

Ten things you can do to raise the level of your customer service

January 25, 2023

Latest News

Industry Events

Atlanta Jewelry Show hosting GIA Gem Identification Lab Class
5-day class March 7 – 11, 2023

February 1, 2023
What's New

Kelly Waters introduces all sterling men’s collection

February 1, 2023
Other News

Suzy Levian reveals the story behind the secret diamond

February 1, 2023

Other News

Consumers plan to spend nearly $26B for Valentine’s Day

SJO/NCJA planning “Rock Solid” event February 25-27

Furry Friends on the Job: Say hello to Teddy from Matthew’s Jewelers

Ohio jeweler builds bar to observe relocation anniversary

Pitards add Goldstein’s to a well-seasoned mix

Golden Trove

Southern Jewelry News

© 2022 Southern Jewelry News.

Additional Information

  • About
  • 2023 Trade Shows
  • 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

© 2022 Southern Jewelry News.