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

Sales Growth Expert: I give up!!

Bob Janet by Bob Janet
June 29, 2012
Share on FacebookShare on Twitter
Reading Time: 5 minutes

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

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.