08042015Tue
Last updateSat, 01 Aug 2015 7pm
Veteran rep Carolyn Woltz Lennon retires

Veteran rep Carolyn Woltz Lennon retires

After 30+ years on the road covering North Carolin...

Shinola brings back American-made watches

Shinola brings back American-made watches

Business leaders that turn adversity into opportun...

Cargo Hold launches new line of classic, colorful bracelets

Cargo Hold launches new line of classic, colorful bracelets

(CHARLESTON, S.C.) - CARGO™ Enamel is the latest co...

Endless Jewelry strengthens senior management and secures investment

Endless Jewelry strengthens senior management and secures investment

“We proudly announce that we are strengthening the...

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Southern Jewelers Guild debuts

Southern Jewelers Guild debuts

Focuses on marketing, digital assets & retailer/vendor connective services

After several years of research, and months of planning, the Southern Jewelers Guild will have its official launch at the August, 2015 Atlanta Jewelry Show.

The concept, cre...

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Industry Events

International Gemological Institute brings IGI D-Show to West India

(JAIPUR, India) – Independent gem certification and appraisal institute, The International Gemological Institute (IGI), hosted the first west India IGI D-Show - a buyer-seller knowledge meet - at Jaipur’s Fairmont Hotel June 13-15. The event enabled m...

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On The Move

Wholesale Moissanite expands its network of partners

(RALEIGH, N.C.) - Wholesale Moissanite, located in Research Triangle Park (RTP) in North Carolina, is an international wholesale-to-retail authorized distributor for Charles & Colvard created Moissanite. Wholesale Moissanite has been and continues...

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What's New

Designs by HC introduces the PINK Collection

Designs by HC introduces the PINK Collection

(NEW YORK) - Up and coming brand, Designs by HC has reported great success with their new PINK Collection launched this year at the LUXURY Show by JCK. Designs by HC believes they have found a new niche with the new collection, a change of pace to it’...

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Featured Articles

United Precious Metals Refining – steady growth since 1988

United Precious Metals Refining – steady growth since 1988

Established in 1988, United Precious Metals Refining (United) was founded by previous employees of the former P.M. Refining Co. in Buffalo, NY. A team of well experienced management, sales, office, assaying, refining, melting and fabrication personne...

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Latest News

Southern Jewelers Guild debuts

2 DAYS AGO
Southern Jewelers Guild debuts

Focuses on marketing, digital assets & retailer/vendor connective services

After several years of research, and months of planning, the Southern Jewelers Guild will have its official launch at the August, 2015 Atlanta Jewelry Show.

The concept, created by Ann Glynn, President of GJB, Inc., and Exe...

Readmore

JVC introduces new Guide to Intellectual Property Law

2 DAYS AGO

(NEW YORK) - The Jewelers Vigilance Committee (“JVC”) is pleased to announce the release of its latest publication, “I’ve Got An Idea! JVC’s Guide to Intellectual Property Law”. This handbook is intended for any business in the jewelry industry that is interested in learning more about how to protect...

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International Gemological Institute brings IGI D-Show to West India

2 DAYS AGO

(JAIPUR, India) – Independent gem certification and appraisal institute, The International Gemological Institute (IGI), hosted the first west India IGI D-Show - a buyer-seller knowledge meet - at Jaipur’s Fairmont Hotel June 13-15. The event enabled more than 938 successful meetings between participa...

Readmore

Countdown begins to Select By Centurion Show in Chicago

2 DAYS AGO

(CHICAGO) - The 2015 Select By Centurion Show in Chicago is gearing up and ready to go later this month with a roster of elite manufacturers and trend-setting designers, plus gourmet meals, luxury accommodations, and targeted education sessions perfect to get ready for the holiday selling season. Ful...

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Veteran rep Carolyn Woltz Lennon retires

2 DAYS AGO
Veteran rep Carolyn Woltz Lennon retires

After 30+ years on the road covering North Carolina, South Carolina and part of Virginia, sales representative Carolyn Woltz Lennon has announced her retirement. Carolyn began her career in 1983 with CMI Jewelry Wholesale in Raleigh, NC. She went on to represent Minneapolis, MN-based Jewelmont then ...

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Wholesale Moissanite expands its network of partners

2 DAYS AGO

(RALEIGH, N.C.) - Wholesale Moissanite, located in Research Triangle Park (RTP) in North Carolina, is an international wholesale-to-retail authorized distributor for Charles & Colvard created Moissanite. Wholesale Moissanite has been and continues to be a leading distributor for Charles & Col...

Readmore

Designs by HC introduces the PINK Collection

2 DAYS AGO
Designs by HC introduces the PINK Collection

(NEW YORK) - Up and coming brand, Designs by HC has reported great success with their new PINK Collection launched this year at the LUXURY Show by JCK. Designs by HC believes they have found a new niche with the new collection, a change of pace to it’s classic product - The Timeless Collection - of d...

Readmore

Cargo Hold launches new line of classic, colorful bracelets

2 DAYS AGO
Cargo Hold launches new line of classic, colorful bracelets

(CHARLESTON, S.C.) - CARGO™ Enamel is the latest collection of classic jewelry items offered from the popular jewelry wholesaler, Cargo Hold, Inc. The new collection features high quality braided and stitched European leather bracelets, paired with Italian enamel accents, for a colorful yet classic l...

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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.


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