Why do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
Marketing Minute: Every Buyer Feels at Risk
It’s the jewelry salesperson’s job to put them at ease using a little SPIN, Jim Ackerman writes.
A buyer comes in looking for something for his wife. Is he taking a risk? How so … and how much? How does this effect his buying decisions, and what can you do about it?
Answers: Yes, he’s at risk. How much depends on a number of things, but it definitely affects his buying decisions and you can definitely help manage the risk.
And you must, if you want to increase your closing rate and your average transaction, as well as lock in rock-solid client loyalty for life.
If you’re thinking the prospect is at risk of making a financial mistake, you’re missing the much bigger picture. His risk is emotional in nature, and the money is a relatively minor part of that.
If the prospect comes in to get a Valentine’s Day trinket for his wife, the risk level is relatively low.
If the prospect comes in to get a big thank-you gift because his wife has just spent four years helping him get through medical school, the risk is significantly higher.
His need to “get it right” puts a lot of pressure on him that has little to do with money.
Your job, as a professional jewelry salesperson is to do the following.
1. Help the prospect understand his risk.
2. Help the prospect understand the depth and implications of that risk.
3. Help the prospect see the benefits of making a good, risk-eliminating decision.
4. Make sure the prospect’s decision is adequate to resolve his “problem” and eliminate the risk.
In the case of the Valentine’s trinket, risk is small and little needs to be done beyond helping the prospect find the right product for the right price, take the order and send him on his merry way.
But if you use the same approach in the thanks-for-medical-school scenario, odds are you’ll flat-out blow the sale.
Regardless of your experience or selling style, in the second scenario, you must assess the situation, identify the problem, explore the depth and implications of that problem and then define the benefits of resolving that problem, all before worrying about what product to sell.
You do this by asking a series of questions, specifically designed to accomplish those goals.
These questions can be thought out in advance, tested and refined, and can apply to virtually any and every prospect in a high-ticket buying situation.
Think SPIN …
Situation
Problem
Implication
Need payoff
Once you use those questions, you’ll know what the prospect’s need
You’ll also benefit from the perception you have conveyed that you care more about the prospect than you do about “hawking product.” And that always translates into sales and loyalty.
Once you have shown the prospect a product he likes, ask this: Is this adequate to fully express the emotion you indicated you want to express?
If the answer is yes, you’ve got your sale. If it’s no, you can go bigger or go more, and you will add to your sale.
The prospect wins either way, and so do you.
Jim Ackerman is known as The Marketing Coach to the jewelry industry and has addressed jewelry retailers at jewelry trade shows including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free Buyer Risk Management copy of his BizKaboom Newsletter, valued at $37. Send your email request to mail@ascendmarketing.com.
The Latest
The “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
The annual list recognizes young professionals making an impact in jewelry retail.
Despite the rising prices, consumers continue to seek out the precious metal.
While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
Christie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
The ad aims to position platinum jewelry as ideal for everyday wear.
Retailers can customize and print the appraisal brochures from their store.
The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
The site has been down since Thursday evening, just ahead of its spring auctions.
The late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
Kimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
As a token of womanhood, this necklace depicts when Venus was born from the sea.
The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
Show your mother some love with a piece of fine jewelry.
The company’s Easton location will remain open.
Brian D. Fleming of Carla Corporation was elected to serve a one-year term in the role.
Sponsored by the Las Vegas Antique Jewelry and Watch Show
Tobak, 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.
Stars adorned themselves in emeralds, platinum, and myriad bird motifs, writes Associate Editor Natalie Francisco.
M.S. Rau is set to open a seasonal gallery in the high-end resort town early next month.
The branded jewelry market is thriving, said Richemont Chairman Johann Rupert.
The six designers, all participants in the show’s Diversity Action Council mentorship program, will exhibit in Salon 634.
The highlight of his collection is the coveted Patek Philippe Grandmaster Chime, which could sell for up to $5 million.
The “Venetian Link” series modernizes the classic Veneziana box chain in its bracelets and necklaces.