Events & AwardsApr 25, 2024
Alexis Padis Takes Over as AGS Board President Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
ColumnistsDec 08, 2020
On Data: Customer Outreach You Can Do Now
It’s not too late to call your best customers and find out who they still need to shop for this holiday season, Sherry Smith writes.
Sherry Smith is director of business development for data and consulting company The Edge Retail Academy. She can be reached at sherry@edgeretailacademy.com.
Is it too late to implement initiatives that can help you this month? Absolutely not.
The primary focus of our conversations with our retailers in December is driving sales.
Those conversations are even more critical this year with COVID-19 numbers surging and some customers reluctant to venture into retail stores.
We encourage our retailers to implement specific client outreach strategies. That means getting actionable information into the hands of salespeople and setting clear daily targets.
According to consulting firm BRP, three-fourths of shoppers say personalized service is a significant factor in helping them decide where to shop.
I also recently read that 47 percent of women would like jewelry for Christmas.
Leveraging your relationships by offering private appointments, either virtually or in person, as well as finding cross-selling and upselling opportunities should be a top priority now.
I spoke to one of my retail clients last week to check on her progress from a recent conversation we’d had about her client outreach.
She shared with me that she and her team had started reaching out and one such call resulted in a $70,000 purchase.
Yet another retailer shared with me that their clienteling efforts resulted in $20,000 and $30,000 sales.
If you have a robust outreach strategy, you won’t be surprised at successes like these. If you do not, know that these kinds of results are not unusual.
Research shows that you have a 70 to 90 percent likelihood of selling an existing customer and they spend, on average, 33 percent more than a new customer.
What we cannot afford to do is to deploy hope as a strategy. We need to get out of our comfort zones and make the calls.
The primary focus of our conversations with our retailers in December is driving sales.
Those conversations are even more critical this year with COVID-19 numbers surging and some customers reluctant to venture into retail stores.
We encourage our retailers to implement specific client outreach strategies. That means getting actionable information into the hands of salespeople and setting clear daily targets.
According to consulting firm BRP, three-fourths of shoppers say personalized service is a significant factor in helping them decide where to shop.
I also recently read that 47 percent of women would like jewelry for Christmas.
Leveraging your relationships by offering private appointments, either virtually or in person, as well as finding cross-selling and upselling opportunities should be a top priority now.
I spoke to one of my retail clients last week to check on her progress from a recent conversation we’d had about her client outreach.
She shared with me that she and her team had started reaching out and one such call resulted in a $70,000 purchase.
Yet another retailer shared with me that their clienteling efforts resulted in $20,000 and $30,000 sales.
If you have a robust outreach strategy, you won’t be surprised at successes like these. If you do not, know that these kinds of results are not unusual.
Research shows that you have a 70 to 90 percent likelihood of selling an existing customer and they spend, on average, 33 percent more than a new customer.
What we cannot afford to do is to deploy hope as a strategy. We need to get out of our comfort zones and make the calls.
“When people are in shopping mode, they’re more inclined to continue purchasing. Let them know you want to make their holiday shopping as easy and safe as possible.”
There are many reasons why your team might not want to call customers.
They might, for example, see unsolicited outreach as an invasion of the customer’s privacy, they might not know what to say, or they might fear the rejection that invariably comes with prospecting, even among qualified customers.
What should your salespeople say when they call? That depends on the extent of their relationship with each customer, but if we assume there is a relationship, here are four ideas.
(Note: Your salespeople should always prepare by researching the customer’s profile
They might, for example, see unsolicited outreach as an invasion of the customer’s privacy, they might not know what to say, or they might fear the rejection that invariably comes with prospecting, even among qualified customers.
What should your salespeople say when they call? That depends on the extent of their relationship with each customer, but if we assume there is a relationship, here are four ideas.
(Note: Your salespeople should always prepare by researching the customer’s profile
Editors' Picks
Sponsored by
in advance, their purchasing history, potential wish lists, etc.)
1) I know you’re probably crazy busy and I won’t keep you, but I wanted to let you know that we’re currently helping our customers remove some of the stress of shopping in these uncertain times by providing a few options to take care of your shopping needs. We’re offering curbside pickup, in-home delivery, or in-store appointments.
2) I’ll be as brief as possible, but I wanted to remind you that we are continuing to offer virtual appointments, curbside delivery, or can ship directly to your home to help keep you safe this holiday season.
3) I’m not going to take up too much of your time. I know your wife likes Brand A. We just received their newest pieces and it made me think of you. I’ve selected a few items that would go nicely with her collection. I’m happy to show them to you via a Zoom call, or we can schedule a private appointment.
4) I want to help make your holiday shopping as easy and safe as possible, so I selected several items that would complement the beautiful (ring, pendant, bracelet) you gave her last year. I know she would just love it.
These are suggestions and should be modified to align with your personality and style.
Remind the customers that the whole process can be done over the phone and that you’re happy to store their purchase in the vault until they’re ready for curbside delivery or that you’re happy to ship it directly to them.
And don’t stop there.
If they opt to make a purchase, be sure to ask them who else is on their holiday shopping list. Most people have more than one person to shop for and this is a great opportunity for add-on sales.
When people are in shopping mode, they’re more inclined to continue purchasing. Let them know you want to make their holiday shopping as easy and safe as possible.
If this is your first time implementing clienteling calls, I suggest the following.
1) Give each salesperson a list of their top customers.
2) Have a short morning huddle to set their daily target of phone calls.
3) Have a short evening huddle to discuss the outcome.
4) Confirm that they made their number of calls. If not, what got in the way?
5) Review their successes.
6) Discuss their challenges.
7) Repeat.
Although this might seem oversimplified, it is highly effective.
Be safe and happy selling!
1) I know you’re probably crazy busy and I won’t keep you, but I wanted to let you know that we’re currently helping our customers remove some of the stress of shopping in these uncertain times by providing a few options to take care of your shopping needs. We’re offering curbside pickup, in-home delivery, or in-store appointments.
2) I’ll be as brief as possible, but I wanted to remind you that we are continuing to offer virtual appointments, curbside delivery, or can ship directly to your home to help keep you safe this holiday season.
3) I’m not going to take up too much of your time. I know your wife likes Brand A. We just received their newest pieces and it made me think of you. I’ve selected a few items that would go nicely with her collection. I’m happy to show them to you via a Zoom call, or we can schedule a private appointment.
4) I want to help make your holiday shopping as easy and safe as possible, so I selected several items that would complement the beautiful (ring, pendant, bracelet) you gave her last year. I know she would just love it.
These are suggestions and should be modified to align with your personality and style.
Remind the customers that the whole process can be done over the phone and that you’re happy to store their purchase in the vault until they’re ready for curbside delivery or that you’re happy to ship it directly to them.
And don’t stop there.
If they opt to make a purchase, be sure to ask them who else is on their holiday shopping list. Most people have more than one person to shop for and this is a great opportunity for add-on sales.
When people are in shopping mode, they’re more inclined to continue purchasing. Let them know you want to make their holiday shopping as easy and safe as possible.
If this is your first time implementing clienteling calls, I suggest the following.
1) Give each salesperson a list of their top customers.
2) Have a short morning huddle to set their daily target of phone calls.
3) Have a short evening huddle to discuss the outcome.
4) Confirm that they made their number of calls. If not, what got in the way?
5) Review their successes.
6) Discuss their challenges.
7) Repeat.
Although this might seem oversimplified, it is highly effective.
Be safe and happy selling!
More on Columnists
The Latest
EditorsApr 25, 2024
5 Tips for Creating Fans from the Top (Savannah) Banana Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
WatchesApr 25, 2024
Audemars Piguet and John Mayer Partner on Limited Edition WatchThe Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
SourcingApr 25, 2024
De Beers Lowers Production Guidance for 2024The announcement came as the company reported a 23 percent drop in production in Q1.
Weekly QuizApr 26, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
MajorsApr 25, 2024
Detroit Lions’ QB Jared Goff Keeps Going to JaredThe three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ CollectionInspired by the Roman goddess of love, the designer looked to the sea for her new collection.
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
Events & AwardsApr 24, 2024
JCK Industry Fund Announces 2024 Grant RecipientsThe selected nine organizations have outlined their plans for the funds.
SourcingApr 24, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
WatchesApr 24, 2024
These Are Rolex’s New Watches for 2024 The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
GradingApr 23, 2024
GIA Has a New Book About William RuserRuser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly YochThe Patek Philippe expert will serve as personal curator for the brand-focused company.
