CollectionsApr 26, 2024
Piece of the Week: Jacquie Aiche’s Starry Galaxy NecklaceThe necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
IndependentsFeb 16, 2016
How to Make Your Customer the Hero
The Jewelry Coach outlines 5 questions jewelers and their teams should contemplate to find out how to make a client, not the business or product, the focus of a 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.
Your customers no longer want just your product or service; being the best sales professional isn’t going to cut it.
They want to know who’s doing what, and why. In other words, they want your story--and you need a hero to tell it.
It’s tempting to make your business, or you (the sales associate), the hero of your story. We are the best jeweler in town, I have all my certifications and I can do a triathlon as I grade your diamond at the same time! Many businesses promote their owner or even the brands they carry more than focusing on their customer.
But what if your customer was the hero of your story? What if the benefits you provide took center stage?
Here are five questions to get your story started.
I recommend you sit down with your staff and walk through these questions together. Have someone take notes. It could be a very interesting exercise …
1. What is your hero’s (customer’s) power?
Something sets your hero apart from the supporting cast. They can do something unique that the others can’t. What do you help your customers do? What powers do you give that lifts them above their competition? Is it diamonds, watches, your services, what?
2. How did your hero (customer) become “super?”
Some superheroes are born; others get their powers from an extraordinary experience. In the story of your customer, there is a moment when they realized you were the answer they were looking for. Can you describe those moments? You have them everyday. Sit down with your store and find them.
3. What threatens your hero (customer)?
All heroes have a weakness. A flaw creates drama and anticipation: will it be our hero’s undoing? Your customers have weaknesses too; they’re only human. What’s stopping them reaching their full potential and how will you get them there?
4. What drives your hero (customer) to do good?
Superheroes gain their powers for a reason: to perform a greater good. They have an inner bell that chimes with your product or service. What is their driving force? Is it that you have been around for three generations? That you are locally owned? That you are on a local charity board that they donate to? What drives your customers to do good?
5. Who’s the bad guy?
A hero is only a hero if they have a villain with
Editors' Picks
Sponsored by
whom to battle. They stand for everything your hero (customer) fights against. So, what great wrong do you help people put right? Was it that the competition did your customer wrong? Was it that your customer hasn’t bought his wife a diamond in 20 years?
There you have it--a hero in five simple steps.
If anything, I think this exsercise will generate some great conversation at your next store meeting.
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.
There you have it--a hero in five simple steps.
If anything, I think this exsercise will generate some great conversation at your next store meeting.
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.
More on Independents
The Latest
Events & AwardsApr 26, 2024
AGS Conclave and GIA Symposium Are ConvergingThe two organizations will host a joint event, “Converge,” in September 2025.
SourcingApr 26, 2024
Anglo American Reportedly Shopping De Beers as BHP Eyes Anglo Big changes appear to be on the horizon for the diamond miner and its parent company, Anglo American.
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.
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.
Weekly QuizApr 26, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
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
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.
SourcingApr 25, 2024
De Beers Lowers Production Guidance for 2024The announcement came as the company reported a 23 percent drop in production in Q1.
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.
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.
ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s DayEmmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
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.
