The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.
Coach’s Corner: ‘Salesperson’ Shouldn’t Be a Dirty Word
In a world where “salesperson” can seem like an expletive, Pat Henneberry gives nine tips for building relationships and helping everyone sell themselves.
For my entire career, when I’ve told someone I am in “sales” it has seemed like I am saying a dirty word. I am on a campaign to stop this madness!
Many years ago, sales got a bad name from used car dealers. (Thanks a lot for that!) Yet, I still hold on to my business card from the ‘80s that reads “Artcarved Sales Representive,” and I am proud of it. Companies in our industry today can’t survive without salespeople.
You don’t have to be writing up orders to be in sales because everyone in the company is selling something--ideas, customer service, reputation and, of course, training. At Hearts On Fire, we have Account Specialists, Territory Managers and Global Trainers who all are, in some fashion, selling the brand.
This is the deal: Today, sales is really about selling yourself. Whether you are selling on a retail floor or you are selling a brand to a retailer, the bottom line is you need to build relationships and sell yourself.
Here are some simple sales tips that apply to any sales professional in our industry (and, yes, some of these are from the ‘80s.)
80/20
Remember the 80/20 rule: In many cases, 80 percent of your business comes from 20 percent of your customers. Focus on the 20 percent first.
Research
It’s so much easier to research today than when I did it in the 1980s (we won’t discuss going to the local Dairy Queen to find out about the local jeweler … yes, you.) Today you have the internet and Google and websites and social media. Knowing about your customer is almost more important than knowing your products and brands. You can’t sell anything if you don’t know about who they are.
Get in Front
You need to get in front of your customers. Go where they are. Find them. Don’t sit around and wait for them to walk into your store. If you are a rep on the road, you should be joining all the state associations in your territory, attending the regional shows and getting in front of your customers.
Talk Less
You will always get better results if you ask relevant questions and then listen to your customers’ needs. It will be so much easier to position yourself effectively.
Create
Create demand. Remember--it’s not about how much it’s worth, it’s how much people think it’s worth. Customers buy products because it helps them solve
Stop
Most of the time, we need to stop selling and let our customers buy. Stop being a “clerk.” Consumers today really dislike that approach. Don’t be aggressive. Present an opportunity. In my sales training workshops, we are always looking at “what’s the opportunity” with our customers, not how we can sell them.
Laugh
You need to develop a sense of humor. Learn how to see humor in every situation. If you can make a customer smile, you’re halfway there. Like I remind customers all the time, this should be fun. Let’s enjoy this process.
Follow up
You don’t want them to forget about you. You don’t have to be a pest, but I like it when people are reminding me and following up with me. We are all so busy that doing this is helpful and it builds trust. I get the feeling that you are taking me seriously when you follow up.
No Sale, No Problem
Take it with grace. When they blow you off, just move on. It’s part of business, and you aren’t going to sell everyone. The sooner you move on, the sooner you’ll make another sale.
Pat Henneberry is vice president of global learning and development at Hearts On Fire. She also is founder of The Jewelry Coach, a sales training community for jewelers. Reach her at pat@thejewelrycoach.com.
The Latest
The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.
There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.
The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Ho Brothers offers scalable solutions for the future of custom jewelry.
The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.
Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.
The former WJA executive director is MFM’s new managing director.
DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.
Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.
Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.
The retailer previously turned down an $8.4 billion offer in 2018.
The Florida store’s owner Miguel Gonzalez is retiring.
The lab stresses the importance of accurate identification, as the difference in price is “substantial.”
The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.
One is reserved for a NAJA member, the other for a non-member.
Longtime employees Carie Lehrke and Megan Mattice have received promotions.
Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.
Chris Clipper and Robert Lepere join the company with 50 years of combined experience.
The trendy, metallic earrings wink at classic spring colors.
JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.
The miner’s March auction generated $19 million.
Helen McCluskey will succeed H. Todd Stitzer when he meets his 12-year term limit in June.
“Chopard x Julia Roberts” showcases the first gems cut from the 6,000-carat-plus “Insofu Emerald."