Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Lambrecht’s Jewelers, 130-years-old and counting
    Celebrate with Gold®
    Tracing Diamond’s Origin
    Pickens, Inc.: Steady pace wins the race
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Darling Imports celebrating 30th anniversary
    Registration opens for JIS Fall 2022 in Miami Beach
    GJEPC announces hosted Lifetime Opportunity events for jewelers
    ASA develops new virtual appraisal course to protect jewelers against fraud
  • Podcast
  • Columnists
    The Retailer’s Perspective: With great power comes great fails
    The Retailer’s Perspective
    The Story Behind the Stone: Yearning for Kazakhstan
    10 Cybersecurity Questions small and medium businesses should ask in 2022
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part III
    Kate’s star-studded style. What will the next trend be?
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part II
    Retailing in a post-PC world
    Motivating your sales staff
    IAS Training’s Keys to Communication
  • 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
    Lambrecht’s Jewelers, 130-years-old and counting
    Celebrate with Gold®
    Tracing Diamond’s Origin
    Pickens, Inc.: Steady pace wins the race
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Darling Imports celebrating 30th anniversary
    Registration opens for JIS Fall 2022 in Miami Beach
    GJEPC announces hosted Lifetime Opportunity events for jewelers
    ASA develops new virtual appraisal course to protect jewelers against fraud
  • Podcast
  • Columnists
    The Retailer’s Perspective: With great power comes great fails
    The Retailer’s Perspective
    The Story Behind the Stone: Yearning for Kazakhstan
    10 Cybersecurity Questions small and medium businesses should ask in 2022
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part III
    Kate’s star-studded style. What will the next trend be?
    Motivating your sales staff
    IAS Training’s Keys to Effective Communication – Part II
    Retailing in a post-PC world
    Motivating your sales staff
    IAS Training’s Keys to Communication
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Columnists

Sales Growth Expert: I give up!!

Bob Janet by Bob Janet
June 29, 2012
Share on FacebookShare on Twitter

One thing I will never understand about sales professionals is how easy and fast they are willing to give up. How easy a lot of sales professionals give up on the sale when the customer gives them a negative response.

Recently I was shopping the competition for one of my jewelry business clients.  I watched a very professional salesperson control a sale of a set of diamond earrings.  He was doing everything right – asking questions, listening to the customer, having the customer put on the earrings, and selling benefits (not features) of the store.

After about 20 minutes or so, and a few tries at closing the sale, it all went down hill.  Fast!  The customer walked. The sale fell apart when the customer said, “I am not sure this is what I am looking for!  I want to look around before making a decision.” There were lots of things the sales professional could have done to continue the sale,  but he didn’t.  He gave up!

He could have asked the customer:

  • “What is it you are not sure of?”
  • What benefits are you looking for that I have not mentioned?”
  • “Perhaps if you tell me exactly what will help you decide I may be able to save you time and money.”

Or one of my favorites in the jewelry business, “Let me show you one more set before you leave.”

He could have been bold and asked, “Is it the price that is not working for you?” Although you have to be very careful and know your customer before you ask that question.  You do not want to insult the customer. And remember, the one who mentions price first makes it important.

Once you discover the customers real objection you can do something about it to save your sale.  You can use your company benefits and product benefits to close the sale.

If the customer is looking for a benefit you do not provide, and you are aggressive and find out what that benefit is, you can…

  1. Provide it. Many times in my businesses I discovered what benefits to create to gain more business by simply asking the customer what benefits they want.
  2. Ask them why they want that particular benefit. Many times after talking about it they will come to the realization they don’t really need it and you can close the sale.  And once you have a better understanding of why they think the benefit you do not provide is important to them, you can show them a benefit you do offer that accomplishes what they are looking for.

Benefits trump price when you  are aggressive and don’t give up. If low price was always the determining factor:

  • Fast food businesses would only sell the 99¢ items – and would be out of business
  • There would only be low end buffet restaurants
  • There would be no one playing golf on the weekends when the price is double that of weekdays
  • No one would buy ice-cream from ice-cream shops, they would only buy it at grocery stores
  • Starbucks would have failed in the first month of business

Quick exercise:

  • Write down 5 unique benefits a customer receives when doing business with you.  A unique benefit is a benefit that your competition cannot or will not provide for the customer.
  • Pick an item in your display cases and write down 3 benefits the item provides the customer.
  • Now have every sales professional in your store do the exercises and see how close they come to you.

This is a great way to discover your benefits and the benefits of your products.

Always remember, customers shop price, but they buy value. Your unique benefits are the value they buy. All you have to do to sell your products and services at your price, when your price is fair, is show the customers the value (benefits) they will receive when doing business with you.

Don’t give up on a sale just because you run into a bit of negativity from the customer.

  1. Find out what the negative thing is.
  2. Use your benefits or create benefits to overcome the negative.

Bob Janet – Sales consultant/trainer, speaker, author of “Join The Profit Club” combines 40 plus years as owner/operator of professional, retail, manufacturing and service businesses with his unique teaching and storytelling ability to motivate, educate and inspire business professionals of all levels and all industries for increased sales & profits. Contact Bob at 704-882-6100, or e-mail Bob@BobJanet.com.

Bob Janet

Bob Janet

Related Posts

The Retailer’s Perspective: With great power comes great fails

The Retailer’s Perspective

June 30, 2022

The Story Behind the Stone: Yearning for Kazakhstan

June 30, 2022

10 Cybersecurity Questions small and medium businesses should ask in 2022

June 27, 2022
Motivating your sales staff

IAS Training’s Keys to Effective Communication – Part III

June 22, 2022

Latest News

Featured

Lambrecht’s Jewelers, 130-years-old and counting

June 30, 2022
Featured

Celebrate with Gold®

June 30, 2022
Featured

Tracing Diamond’s Origin

June 30, 2022

Other News

Pickens, Inc.: Steady pace wins the race

The Retailer’s Perspective

The Story Behind the Stone: Yearning for Kazakhstan

Darling Imports celebrating 30th anniversary

Registration opens for JIS Fall 2022 in Miami Beach

GJEPC announces hosted Lifetime Opportunity events for jewelers

Southern Jewelry News

© 2022 Southern Jewelry News.

Additional Information

  • About
  • 2022 Trade Shows
  • Media Kit
  • Contact

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
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription

© 2022 Southern Jewelry News.