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.
IndependentsDec 04, 2018
Squirrel Spotting: Don’t Say ‘No’ to Your Customers
Say these things instead, suggests National Jeweler guest columnist Sherry Smith.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She can be contacted at sherry@edgeretailacademy.com.
When I ran my jewelry stores, it would frustrate me to hear salespeople ever say “no” to our customers. The word sounds dismissive, it is frequently a poor substitute for creative thinking and it almost always is disappointing to our customers.
To focus our efforts on what we could do for our customers, we banned the word no from our sales floor. We challenged our team to find the “yes,” or an alternative solution, when responding to our customers’ questions.
Here are a few examples of where you could insert a yes, or at least suggest an alternative, instead of just saying no.
When a Customer Asks If You Carry a Particular Brand (when you don’t)
• Respond by asking open-ended questions such as: What is your favorite thing about that brand? Or: Is there a specific piece that you were looking for?
• You might discover that it isn’t the brand the customer is set on, but a certain look or style. This will give you an opportunity to pull out similar items and turn it into a sale.
When a Customer Asks If Can You Repair This Piece of Jewelry (and you cannot because it is a fragile or worn item or a piece of costume jewelry)
• Tell the customer what you can do for them.
• Show them a similar item and point out its qualities, telling them that it is occasionally better to buy a replacement piece than to undertake the costs (and risks) of trying to repair certain pieces.
When a Customer Asks for a Discount (and you don’t discount)
• Respond by emphasizing what they get when they purchase from you, such as your warranty or appraisal for significant purchases, or perhaps it is a free ring sizing, complimentary engraving or a gift bag filled with small gifts.
• Another potential response would be to show your customers your clearance (aged/non-performing) jewelry for which you might be able to offer a discount.
When a Customer Asks to Speak to the Owner
• Answer “of course,” then start with the customer and attempt to gather pertinent information.
• Oftentimes, the salesperson will be able to take care of all the customer’s needs.
• When wrapping up the transaction, bring the owner in to say a quick hello and acknowledge that the customer’s initial request was heard.
When a Customer Asks for Services You Don’t Provide
• Act as a concierge by presenting
your customers with referrals. Always have in your arsenal people and places you would confidently refer your customers to.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
• Be sure to have all their contact information readily accessible. Offer to call your contact to let them know you’re sending over your good customer in need of their services.
Saying “no” is a state of mind. In most cases, there are better options that will more readily engage your customer.
Have a little fun by challenging yourself and your team to eliminate saying no. Your customers will thank you for it.
Sherry Smith is director of business development for Edge Retail Academy, where she works with some of the industry’s premier brands. She is also a business advisor to select independent jewelry stores. Smith was a principle partner in her own retail jewelry stores for 20 years. She can be contacted at sherry@edgeretailacademy.com.
More on Independents
The Latest
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.
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.
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at SeaThe 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
Weekly QuizApr 11, 2024
This Week’s QuizTest your jewelry news knowledge with this seven-question quiz.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
Events & AwardsApr 17, 2024
And the 2024 Winner of the Shipley Award Is … John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
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.
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
MajorsApr 17, 2024
Stuller’s B&D Opens New HeadquartersB&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionIt’s ultra-feminine and filled with gold, pearls, and soft pastels.
MajorsApr 16, 2024
Loudr Adds 2 DirectorsEmily Highet Morgan and Emily Bennett have joined the agency’s team.
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry CatalogIts updated book for mountings is also now available.
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDCShe has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move ForwardJoyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
AuctionsApr 15, 2024
Madeleine K. Albright Jewelry, Pins Coming to AuctionHosted by Freeman’s | Hindman, the sale will take place May 7-8.
AuctionsApr 15, 2024
All of Sotheby’s ‘Rough Diamonds’ Sold in Less Than an HourThe auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
Events & AwardsApr 15, 2024
10 Can’t-Miss Sessions at AGS Conclave 2024From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
Recorded WebinarsApr 12, 2024
Watch: What Jewelers Need to Know About InsuranceFrom cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
CollectionsApr 12, 2024
Piece of the Week: Lionheart’s Evil Eye Gemstone CharmThe charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Events & AwardsApr 12, 2024
The Jewelry Symposium Announces 4 Scholarship WinnersAhead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
Policies & IssuesApr 11, 2024
SRK Exports’ Journey Toward Net Zero Impact By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Lab-GrownApr 11, 2024
AGTA Bans Lab-Grown Diamonds, Gemstones at GemFairMembers can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.
MajorsApr 11, 2024
Macy’s Opens Books for Possible BuyoutThe retailer also appointed two new board members, avoiding a proxy fight from a potential buyer.
CollectionsApr 10, 2024
Sylvie Launches New Nature-Inspired Collection, ‘Tulira’The bridal collection consists of 35 engagement rings and seven wedding bands.
WatchesApr 10, 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 10, 2024
Levy's Fine Jewelry Explores Diamond History The family-owned jeweler has a new education section on its website dedicated to the history of diamond cutting.
