One of my pet peeves is the way that many sales people take the customer for granted. Once a purchase has been made, it is a common occurrence to hear; “here you go” – “your receipt is in the bag” – “if you have any problems call us,” or even worse, the customer will thank the salesperson rather than the salesperson thanking the customer. All of these statements may show a lack of appreciation or sincerity as a last impression the customer has as they are leaving the store. I want customers to feel as if they are the most important person on the planet when they leave a jewelry store.
The way to grow a business, whether for yourself or your company, is through getting customers to come back again and again and through getting your existing customers to give referrals or recommendations to their friends and acquaintances. If you are going to develop personal trade, repeat business and referral business the customer had better feel as if you are throwing a party of appreciation as they are leaving the store. The last impression that a customer has is the lasting impression. It has been written that as much as 60% of a jewelry store’s business comes from 30% of the store’s customer base. The goal, every time that a customer makes a purchase, has to be to create a relationship where the customers thinks of your store first for their next jewelry-buying occasion.
Therefore, I would recommend that you adhere to the following guidelines when thanking a customer in order to let them know how much you really do appreciate their business.
1) Use the customer’s name. Earlier in the presentation, you should have asked for their name through offering your name. The idea is to use their name at every opportunity. Their name is personal to only them, it is who they are. The more you use their name, the more they may use your name, and you want them to use, know, and remember your name.
2) Thank them for the sale. When I say to thank them for the sale, I mean to sincerely thank them for purchasing from you. You can’t fake sincerity, just as you can’t hide true sincerity.
3) Use the words you and I. In any win/win sales situation – where your customer wins by making a purchase of what fits their wants and needs, and you win by making the sale – you need to let them know that they made a wise decision. It should sound like, “I know that you made a fabulous decision.”
4) Review the benefits. You should review the reasons that they purchased the jewelry in order to reinforce their buying decision. In the Needs Assessment portion of the selling process, we find out our customers’ needs and wants. In the Demonstration, we present the merchandise focusing on their needs and wants. It is now time to review the information in order to solidify the sale. The last thing that you want is a customer with a return or canceled order in the near future. This technique will go a long way to eliminate the possibility of a return or buyers remorse.
5) Invite your customer back. Invite your customer to stop back by or to call you to let you know how much they are enjoying their new purchase. This step is self-explanatory; let them know that you would like them to come back to your showroom, or to give you a call to let you know how much they are enjoying their new purchase.
A complete example would be as follows: “Bob, I really want to thank you for coming in today. I think you made a terrific decision. I know that Emma is going to love her new necklace. The clasp is going to give her the security that she wanted and the brilliance of the diamonds will be everything that she had dreamed. Next time you’re in the area drop back by and let me know some of the compliments that she is getting, I would love to hear.”
This example sounds much better and more sincere. As jewelry retailers, you have to let the customer know that you appreciate their business. This method is far better than saying “Here you go” or “If you have any problems” or “your receipt is in the bag.”
Author, trainer, consultant, and speaker Brad Huisken is President of IAS Training. Mr. 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, firstname.lastname@example.org visit his website at www.iastraining.com.