Key Takeaways:
• Building long-term relationships through gratitude is essential for converting one-time buyers into lifetime customers in the jewelry business.
• Successful sales teams should prioritize contacting guests using their preferred methods and consider handwritten notes for a lasting personal impression.
• Implementing a dedicated process and team accountability for sending post-sale thank-you messages helps deepen connections and sets the stage for future sales.
In today’s market, we’re often talking about numbers and bottom lines. Of course, we have to keep an eye on these details; a jewelry store is a business! But as I travel around the country, speaking to owners and salespeople in all kinds of markets, I’m hearing the same thing over and over. With new tools and technologies announced every day, teams want to know what will actually work for attracting and retaining buyers.
But if there’s one thing I’ve learned over 40 years of changes in the business, it’s that technology is just a tool – and success doesn’t come from the tools you use, it comes from how you use them. There’s a reason we’ve all heard the Maya Angelou quote: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” So it’s worth asking, how do guests feel after they’ve purchased from you? How they feel is the part of the sale they’re most likely to remember, and so every smart sales team has a plan for after the sale.
Gratitude Makes the Difference
While it sometimes feels like making the sale is the hard part, I’ve found that this is where the real work begins. Jewelry stores have so much to gain by converting one-time buyers into lifetime customers, and the first sale is just the first step.
After a sale, especially to a first-time buyer, saying “thank you” is non-negotiable. This guest could have shopped online, or bought from your competitor up the road… And they could still choose to do that next time. Remember, the way they feel about their purchase will determine whether they come back, so make them feel good!
Some teams worry that a “thank you” message will be lost in the shuffle, but I’ve found the opposite is true. Someone who bought from your store came in to shop in person and invested in something special and significant based on your team’s recommendations. If they wanted a hands-off, connection-free experience, they’d have just ordered something online. Anyone who shops in your store is clearly looking for more than just a commodity or a transaction, and that means there’s a relationship to build.
The best stores in the business have a dedicated process for showing gratitude. If you don’t have one yet, this is a great policy to develop in your next team meeting! Set a deadline for team members to send their “thank you” messages by, and get serious about accountability with your team.
How to Say “Thank You” In a Way Guests Will Hear
One question I often ask in sales training is, “Do you know how each guest likes to be contacted?” Often, the response is confused silence. But reaching out to guests in a way they prefer is a small touch that makes all the difference.
Since we’re trying to make sure guests feel good about their purchase, the last thing we want is to annoy them with a phone call when they’d have preferred an email. Or, if your store texts or uses Podium for “thank you” messages by default, but you only have a guest’s landline number, they may feel a little resentful when they never receive your message at all.
Many CRMs and databases have a way to track a guest’s preferred contact method. Those that do not typically allow you to track custom information so that you can set up an entry for a “preferred contact method” on each guest’s profile. As your team makes sales throughout the year, salespeople should make a habit of asking about preferred contact information and updating guest records.
When in doubt, a handwritten thank-you card is a sure bet. There’s something about receiving a real card – with a signature and a stamp – that leaves a real impression on guests, something I learned while writing my first book, Forever Thank You. I encourage teams to send at least a few cards per week to keep the habit.
And a note for team leaders: It’s especially important to make sure “thank you” messages are going out in the way guests prefer, not to sales team members. Most salespeople will prefer to reach out via text or email because it’s faster. But it’s worth the extra few minutes to call or write to a guest if that’s what they prefer… Especially if the team has gone to the trouble of asking for a preference! I recommend using weekly team meetings to check in on accountability and ensure team members are honoring guests’ preferences and sending thank-you notes daily.
Setting Up the Next Sale
A “thank you” message is especially important because, after a guest has made a purchase, the next time they hear from you shouldn’t be a sales pitch. After all, they’re unlikely to feel good about their purchase if you immediately follow up by trying to get more of their money!
But saying “thank you” allows you to deepen the connection with a guest. Whether they’ve bought from you a dozen times or are a first-time buyer, you’ll leave them feeling appreciated and confident in their choices.
Since guests remember how you make them feel more than anything, that’s what they’ll recall the next time you reach out! The simple act of saying “thank you” leaves the door open for repeat sales, the lifeblood of any store’s bottom line.
Next Steps for Teams
Gratitude truly makes the difference when building long-term relationships with lifetime customers! When your team is in the habit of thanking guests, especially in a way that respects their preferences, they’ll be setting the stage for future sales.
If your team doesn’t have a policy on thanking guests yet, it’s time to make one! This is a great topic to discuss in weekly meetings. Salespeople who are regularly sending “thank you” messages may have insight into what’s worked best for them. Those who don’t will have a chance to ask questions and learn more.
By the end of the meeting, your team should decide how they’ll collect guests’ preferred contact information, when they’ll send their “thank you” messages, and which tools they’ll use to reach out to guests via phone, text, email, snail mail, and more. With a plan in place, it’s easier to stay accountable with weekly check-ins and see results you’re sure to be thankful for!
