ColumnistsOct 19, 2022
The PR Adviser: The 4 Superheroes of the Customer JourneyColumnistsNov 01, 2022
10 Sales Tips for the Holiday Season
Thinking about your sales approach and implementing subtle changes can make a big difference in effectiveness, Peter Smith writes.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
With sales beginning to show signs of slowing, it becomes more important than ever that we maximize every opportunity to satisfy customers and close sales.
The sales process is a matter of small degrees in the right direction. With each positive action, you increase the likelihood of improving your own sales results and your customers’ positive experiences.
Whether you are a seasoned and accomplished sales professional or new to retail, thinking about your sales approach and implementing subtle changes today can make a big difference in your effectiveness.
Here are 10 tips to help with your sales efforts this season.
1. Get out from behind the furniture
The only reason to be behind a counter is to remove products to show a customer. Since that should never happen until you know what is most important to them, get out from behind the cases to welcome the customer and establish a rapport.
Removing barriers between you and your customer signals, both literally and metaphorically, your openness to making a connection.
2. Pay attention to open body language
Always approach a customer from the front and ensure that your body is open and welcoming. Your torso should face the customer and your hands should be visible.
Never approach the customer from behind and limit any approach from the sides.
From an evolutionary perspective, we want to know what’s coming, and we want to know that it poses no danger to us.
3. Make Eye Contact
In your greeting, and while you are engaged, ensure that you are maintaining eye contact with your customer.
You don’t have to lock in on his or her eyes to the point of being creepy, but four-second blocks of eye-contact will maintain a positive connection.
At times of non-contact, if you have moments of mutual verbal agreements and/or laughter—something like “That’s right. I totally agree”)—that can serve similarly.
Note, if you can’t recall the color of the customer’s eyes, your eye contact was not frequent enough or sustaining.
Related stories will be right here …
The sales process is a matter of small degrees in the right direction. With each positive action, you increase the likelihood of improving your own sales results and your customers’ positive experiences.
Whether you are a seasoned and accomplished sales professional or new to retail, thinking about your sales approach and implementing subtle changes today can make a big difference in your effectiveness.
Here are 10 tips to help with your sales efforts this season.
1. Get out from behind the furniture
The only reason to be behind a counter is to remove products to show a customer. Since that should never happen until you know what is most important to them, get out from behind the cases to welcome the customer and establish a rapport.
Removing barriers between you and your customer signals, both literally and metaphorically, your openness to making a connection.
2. Pay attention to open body language
Always approach a customer from the front and ensure that your body is open and welcoming. Your torso should face the customer and your hands should be visible.
Never approach the customer from behind and limit any approach from the sides.
From an evolutionary perspective, we want to know what’s coming, and we want to know that it poses no danger to us.
3. Make Eye Contact
In your greeting, and while you are engaged, ensure that you are maintaining eye contact with your customer.
You don’t have to lock in on his or her eyes to the point of being creepy, but four-second blocks of eye-contact will maintain a positive connection.
At times of non-contact, if you have moments of mutual verbal agreements and/or laughter—something like “That’s right. I totally agree”)—that can serve similarly.
Note, if you can’t recall the color of the customer’s eyes, your eye contact was not frequent enough or sustaining.
4. Smile
It has been reported that smiling improves your likeability and warmth by 9.7 percent.
Psychologists have long reported that mutual smiling is a strong indicator of harmony between two people and, let’s face it, that’s a solid base to build trust and connection.
Make sure your smile is authentic—usually not that difficult if you enjoy people—as fake smiling is less convincing than no smile at all.
5. Ask open-ended questions
The more you get your customer talking, the more involved in the process they will feel. There is no better way than to ask open-ended questions.
Salespeople really should have a go-to list of important open-ended questions, such as “Tell me what’s most important to you about this purchase?” and “What have you bought for her previously that was a big hit and why do you think that was the case?”
6. Listen with intent
Once you’ve asked your questions, listen, and then listen some more.
Concentrated listening and observation of your customer’s body language is the gateway to unlocking even the most subconscious of needs.
Distracted listening (looking disinterested or looking away while your customer is speaking) is massively detrimental to a shared experience.
7. Present three options
When you are presenting product, give the customer three options. Having a choice matters a great deal, but the more options you present, the more difficult it is for the customer to decide.
In your three options, have the lowest price be at the customer’s stated budget. The third option should be double the budget. And the second option should be right in the middle of the lowest and highest prices.
That’s called the contrast principle, and history has shown the middle option is selected most frequently.
Editors' Picks
Sponsored by
8. Pay attention to how you say the price
Since we read from left to right, we always put greater emphasis on the first number we read, or hear, when price is being quoted. To that end, resist the urge to quote a rounded-up price; $1,999 should never become $2000.
The second important point is to use the fewest number of syllables when quoting price.
For example, one thousand six hundred and fifty dollars (11 syllables) is a very different price in our brain than sixteen fifty (four syllables).
Practice stating prices using fewer syllables.
Since we read from left to right, we always put greater emphasis on the first number we read, or hear, when price is being quoted. To that end, resist the urge to quote a rounded-up price; $1,999 should never become $2000.
The second important point is to use the fewest number of syllables when quoting price.
For example, one thousand six hundred and fifty dollars (11 syllables) is a very different price in our brain than sixteen fifty (four syllables).
Practice stating prices using fewer syllables.
9. Ask for the sale
Always ask for the sale. Do it with confidence and a smile on your face.
State the price without apology or qualification.
And make sure your voice does not have an upswing at the end (as though you are asking a question) as it comes across as less than convincing.
10. Be prepared to turnover customers
There is no salesperson on the planet who will be liked by every customer.
People make unconscious decisions about whether they like or dislike someone within one-tenth of one second of meeting them.
To that end, having a turnover strategy is critical on a sales floor.
If you feel like you are personally not connecting with a customer, appropriately and subtly hand them over to a colleague and move on to the next opportunity.
Here’s to your success in the upcoming season. Feel free to connect with me on LinkedIn or email me with any questions or comments.
Always ask for the sale. Do it with confidence and a smile on your face.
State the price without apology or qualification.
And make sure your voice does not have an upswing at the end (as though you are asking a question) as it comes across as less than convincing.
10. Be prepared to turnover customers
There is no salesperson on the planet who will be liked by every customer.
People make unconscious decisions about whether they like or dislike someone within one-tenth of one second of meeting them.
To that end, having a turnover strategy is critical on a sales floor.
If you feel like you are personally not connecting with a customer, appropriately and subtly hand them over to a colleague and move on to the next opportunity.
Here’s to your success in the upcoming season. Feel free to connect with me on LinkedIn or email me with any questions or comments.
More on Columnists
The Latest
Supplier BulletinMay 08, 2024
Fusing Past and Present at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry and Watch Show
EditorsMay 07, 2024
Q&A: Author Vikki Tobak on the ‘Ice-Cold’ ExhibitionTobak, author of “Ice Cold: A Hip-Hop Jewelry History,” shares how the exhibition came to be, and the pieces people may be surprised to see.
EditorsMay 07, 2024
10 On-Theme Looks from the 2024 Met GalaStars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
IndependentsMay 07, 2024
112-Year-Old New Orleans Business Popping Up in Aspen M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
Weekly QuizMay 02, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
MajorsMay 07, 2024
Richemont Acquires Italian Jeweler VhernierThe branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
CollectionsMay 07, 2024
These ‘Luminaries’ Are Set to Light Up CoutureThe six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
Brought to you by
Rio’s Reimagined Podcast: For the Love of JewelersMeet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
AuctionsMay 07, 2024
Sotheby’s to Auction Sylvester Stallone’s WatchesThe highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
CollectionsMay 07, 2024
Phillip Gavriel Pays Tribute to Venice With New CollectionThe “Venetian Link” series modernizes the classic Veneziana box chain in its bracelets and necklaces.
Events & AwardsMay 07, 2024
JA Now Accepting Applications for New Bench Jeweler ScholarshipThe Seymour & Evelyn Holtzman Bench Scholarship will provide tuition assistance to two low-income students.
Policies & IssuesMay 06, 2024
Rolex Files Objection to Hallmark’s New Trademark ApplicationThe Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.
EditorsMay 06, 2024
Q&A: 8 Questions With Anglo American’s Benny Oeyen The executive talked about the importance of self-purchasers and how fuel cell electric vehicles are going to fuel demand for platinum.
MajorsMay 06, 2024
Malabar Gold & Diamonds Opens 4th U.S. ShowroomThe Indian jeweler’s new store in Naperville, Illinois marks its 350th location, part of its ongoing global expansion plans.
Events & AwardsMay 06, 2024
Ben Bridge Jeweler Accepting Applications for Lonia Tate ScholarshipIt will award a graduating high school student with about $10,000 toward a GIA diploma and an internship with the Seattle-based jeweler.
CrimeMay 03, 2024
Second Suspect Arrested in Murder of Colorado JewelerWheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
CollectionsMay 03, 2024
A Sneak Peek Into PGI’s Couture Platinum Spotlight ProgramPGI partnered with four new and seven returning designers for its annual platinum capsule collection.
MajorsMay 03, 2024
Kristie Nicolosi Joins WJA Board AgainNicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
CollectionsMay 03, 2024
Piece of the Week: A “Bit of LUV” for the DerbyKarina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
CrimeMay 02, 2024
4 Indicted in Burglary Ring Targeting Indian, South Asian FamiliesThe men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
CollectionsMay 02, 2024
Foundrae Launches ‘Horizon’ Collection“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
FinancialsMay 02, 2024
Pandora Raises Guidance After Strong Q1The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
IndependentsMay 02, 2024
Oklahoma Jeweler Glenn Lewis Dies at 68The co-founder of Lewis Jewelers was also the longtime mayor of the city of Moore.
AuctionsMay 02, 2024
Vintage Baume & Mercier With Ties to Elvis Sells for $7K Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
SurveysMay 01, 2024
Consumer Confidence Falls in AprilConcerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
TrendsMay 01, 2024
Amanda’s Style File: All Eyes on EmeraldsMay’s birthstone is beloved for its rich green hue and its versatility.
