01172017Tue
Last updateWed, 11 Jan 2017 7pm
Retailer Roundtable: What is your outlook for the industry in 2017?

Retailer Roundtable: What is your outlook for the industry in 2017?

Q: What is your outlook for the industry in 2017?  

“...

Greg Lynn discovers art in the midst of struggle

Greg Lynn discovers art in the midst of struggle

When Greg Lynn’s parents were transferred from Nor...

Leading the state in estate jewelry

Leading the state in estate jewelry

Levy’s capitalizing on estate jewelry popularity

Es...

How will Trump’s election affect retail jewelers?

How will Trump’s election affect retail jewelers?

President-elect Donald Trump has been in the publi...

  • Newsletter

  • Latest Post

  • Most Read

Other News

24K Club SEUS accepting applications for 2017 scholarships

24K Club SEUS accepting applications for 2017 scholarships

The 24 Karat Club Southeastern United States (SEUS) is pleased to announce that applications are currently being accepted for multiple scholarships. Individuals employed in the jewelry industry for a minimum of 2 years, currently working in the indus...

Readmore

Loading...

Industry Events

Bangkok Gems & Jewelry Fair coming in February

Bangkok Gems & Jewelry Fair coming in February

The Department of International Trade Promotion (DITP), the Ministry of Commerce of the Royal Thai government has extended an invitation for U.S. jewelers to visit the upcoming 59th Bangkok Gems & Jewelry Fair 2017. The Fair will be held February...

Readmore

Loading...

On The Move

Stuller commits to promoting health and wellness in Louisiana

Stuller commits to promoting health and wellness in Louisiana

Company designated as a top-level WellSpot

(LAFAYETTE, La.) - Stuller is proud to announce that they have been named a level one WellSpot by Well-Ahead Louisiana, an initiative started by the Louisiana Department of Health.

Readmore

Loading...

What's New

MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA, a trade association dedicated to professional excellence in jewelry making and design, has introduced the MJSA Council of Custom Jewelers as part of a wide-ranging program to advance the art and consumer appreciation of custom jewelry design.

Readmore

Loading...

Featured Articles

Female wounded warrior finds passion, career and calling in jewelry

Female wounded warrior finds passion, career and calling in jewelry

There are many paths to finding the right career. Most are predictable, but sometimes the path becomes clear only through adversity. Richard Branson, whose net worth of $4.9 billion makes him nearly 10 times wealthier than Queen Elizabeth II, dropped...

Readmore

Loading...

Latest News

24K Club SEUS accepting applications for 2017 scholarships

5 DAYS AGO
24K Club SEUS accepting applications for 2017 scholarships

The 24 Karat Club Southeastern United States (SEUS) is pleased to announce that applications are currently being accepted for multiple scholarships. Individuals employed in the jewelry industry for a minimum of 2 years, currently working in the industry and holding residence in the following states ...

Readmore

Police searching for suspects in $6M New Years Eve jewelry heist

13 DAYS AGO
Police searching for suspects in $6M New Years Eve jewelry heist

Three jewel thieves ended 2016 with a $6 million score, raiding safes at a Midtown jewelry wholesaler just after the ball dropped on New Year’s Eve.

Authorities believe the heist was an inside job, police sources said, since the thieves didn’t even have to crack the safes when they got inside.

“The sa...

Readmore

Bangkok Gems & Jewelry Fair coming in February

13 DAYS AGO
Bangkok Gems & Jewelry Fair coming in February

The Department of International Trade Promotion (DITP), the Ministry of Commerce of the Royal Thai government has extended an invitation for U.S. jewelers to visit the upcoming 59th Bangkok Gems & Jewelry Fair 2017. The Fair will be held February 22-26, 2017 at the IMPACT Exhibition & Conven...

Readmore

GIA’s annual Board and Research meetings bring together international experts

15 DAYS AGO
GIA’s annual Board and Research meetings bring together international experts

Board welcomes Barbara Dutrow and Stephen Kahler; honors Aron Suna and Hank Siegel for their 16 years of combined service

(CARLSBAD, Calif.) - GIA’s Board of Governors inducted Dr. Barbara Dutrow, Adolphe G. Gueymard Professor of Geology at Louisiana State University; and Stephen Kahler, senior vice p...

Readmore

Stuller commits to promoting health and wellness in Louisiana

5 DAYS AGO
Stuller commits to promoting health and wellness in Louisiana

Company designated as a top-level WellSpot

(LAFAYETTE, La.) - Stuller is proud to announce that they have been named a level one WellSpot by Well-Ahead Louisiana, an initiative started by the Louisiana Department of Health.

Readmore

U.S. Kimberley Process Authority appoints IGI’s Jerry Ehrenwald to Board

19 DAYS AGO
U.S. Kimberley Process Authority appoints IGI’s Jerry Ehrenwald to Board

(NEW YORK) - The United States Kimberley Process Authority (USKPA), the not-for-profit organization that administers the use of Kimberley Process certificates for exports of rough diamonds from the U.S., announced that Jerry Ehrenwald, G.G., A.S.A, president and CEO of the International Gemological I...

Readmore

MJSA launches Council of Custom Jewelers as part of new Custom Design program

5 DAYS AGO
MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA, a trade association dedicated to professional excellence in jewelry making and design, has introduced the MJSA Council of Custom Jewelers as part of a wide-ranging program to advance the art and consumer appreciation of custom jewelry design.

Readmore

LaserStar introduces the FiberCube Compact

5 DAYS AGO
LaserStar introduces the FiberCube Compact

LaserStar Technologies, U.S. manufacturer of laser systems and solutions for laser engraving, laser welding and laser cutting specifically designed for jewelry production and repair, is pleased to introduce the 3802 Series FiberStar Compact Laser Engraving System.

Readmore

It’s a Brand New Ball Game!

Our current market situation has created a whole new ball game for those of us in the jewelry industry. The game has changed and for us to remain players we must change our approach to business and sales.

Are you willing to change?

Are you willing to try new sales techniques to create a winning team for 2009? Then let's get started!
History always repeats itself and the smart business owner looks into the past during tough times to know which direction to head today. It's the same as a sports team changing their playbook for the current season and you can do the same.

Looking back, when Henry Ford first started producing the Model-T automobile the horseshoe industry was in a panic - but some forward thinking horseshoe business owners looked at their current situation and knew they had to change their playbook to accommodate their current market - and they thrived brilliantly. Others tried to ride out the storm by not changing and lost everything.

You have a wonderful opportunity at this moment to change your approach to business and sales. And in this article I'll show you three techniques to modify your playbook and take advantage of the current market in 2009.

In my 26 years experience of training owners and salespeople, I can tell you first hand that the relationship between the customer and sales associate is the most important one in your business. Used the right way it can create the best year you have ever had!

Here's how we ensure you are benefiting from this relationship:

First: Be a hero - listen to your client's fears, hopes, and dreams! While most salespeople immediately jump into a sales pitch as soon as a customer walks through the door, be sure to train your salespeople to start asking questions about the customer's lives, their families, and their dreams. Create a safe environment for the client to feel free to talk and you have a client for life. This technique sounds so simple, but I have seen it work all across the country - start using it today!

Second: Ask your customer about their past jewelry purchases - whether they bought it from you or not and how much enjoyment they are getting from those past purchases. Notice how they begin to smile. Ask if they are wearing their new purchase every day or only for special occasions. Remember, they came into your jewelry store and they know you want to sell product. Asking questions lets the customers talk about themselves and creates a perfect sales environment.

Third: Train your sales associates over and over to allow the customer to talk and the sales associate to listen. A few months ago I wrote an article on the ‘Art of Listening to Your Clients' that received a lot of positive feedback. Remember that the biggest part of sales is listening - not the sales pitch - I call this "Listen to Buy." Listening is the foundation for a lifetime of business and referrals. Ask the customer questions and then have follow-up questions for the responses they give. By using this technique you will create trust and a huge client base at the same time.

The market has changed. And we must change also. Change your playbook to allow the customer to talk and the sales associate to listen. By taking an active approach to listening, you are ahead of the game.
Changing a few plays in your playbook can have a positive effect on your overall business. And listening to clients in today's market will create a winning season in 2009.

 


Ivan Levi is celebrating his 26th year in the jewelry industry. He is president of Ivan Alan jewels® and Ivan Alan SolutionsTM. His sales training seminars are heard throughout the country at trade shows and at in-store meetings. To contact Ivan for seminar information, call 800-235-1918.


Columnist


×