02222017Wed
Last updateTue, 14 Feb 2017 4pm
ASHI launches #LovebrightValentine Sweepstakes

ASHI launches #LovebrightValentine Sweepstakes

 

(NEW YORK) - After receiving a “fantastic response...

Paying tribute to one of the oldest bench jewelers in the southeast

Paying tribute to one of the oldest bench jewelers in the southeast

John Bosco:  May 23, 1924 - December 14, 2016

The f...

Jewelers Helping Jewelers

Jewelers Helping Jewelers

The Southern Jewelers Guild takes a look at the exp...

Big idea for little diamonds

Big idea for little diamonds

HH Gold turns retailers’ melee into by-the-inch cr...

Other News

Printing up compassion in 3D

Printing up compassion in 3D

There is no remedy to cure the tragic hurt caused by the loss of a child. For a grieving parent, the best one can hope for is time to process the pain and a few happy memories. Time comes easy, but for parents of stillborn children, happy memories ar...

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Industry Events

Continental Buying Group conducts live, on-site testing for lab grown diamonds at January Show

Continental Buying Group conducts live, on-site testing for lab grown diamonds at January Show

GSI & G-Cal tests find 100% of vendors in compliance

As part of its ongoing commitment to excellence, the Continental Buying Group (CBG) conducted on-site testing of live diamond goods during the January 23-25, CBG Show in Orlando.

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On The Move

Noble Display and Packaging merges with J. Grant & Co.

Noble Display and Packaging merges with J. Grant & Co.

Noble Group brings greater service, products, pricing for independent jewelers

(CEDAR GROVE, N.J.) - Noble Display and Packaging has announced the completion of its merger with J. Grant & Co., a display and packaging company known for designing and...

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What's New

Sterling Reputation releases 2017 Supplement

Sterling Reputation releases 2017 Supplement

Sunrise, FL-based supplier of fashion-forward, high quality sterling silver jewelry, Sterling Reputation is pleased to present it’s new 2017 supplement. The new supplement features 20 beautiful new styles, many tailored to the Millennial generation.

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Featured Articles

Retailer Roundtable: How was your Christmas season and what were your hot sellers?

Retailer Roundtable: How was your Christmas season and what were your hot sellers?

Q: How was your Christmas season and what were your hot sellers?  

“The actual numbers are still being tabulated, but what I can say is the numbers are close to 10 percent over last year’s holiday season. Which was quite a surprise as the months and we...

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Latest News

Printing up compassion in 3D

7 DAYS AGO
Printing up compassion in 3D

There is no remedy to cure the tragic hurt caused by the loss of a child. For a grieving parent, the best one can hope for is time to process the pain and a few happy memories. Time comes easy, but for parents of stillborn children, happy memories are often in short order.

Srdjan Urosev hopes his com...

Readmore

NRF forecasts retail sales will increase 3.7- 4.2 percent over 2016

7 DAYS AGO
NRF forecasts retail sales will increase 3.7- 4.2 percent over 2016

(WASHINGTON, D.C.) - The National Retail Federation (NRF) released its economic forecast for 2017 last week, projecting retail industry sales, which exclude automobiles, gasoline stations and restaurants, will grow between 3.7 and 4.2 percent over 2016. Online and other non-store/online sales, which ...

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Continental Buying Group conducts live, on-site testing for lab grown diamonds at January Show

13 DAYS AGO
Continental Buying Group conducts live, on-site testing for lab grown diamonds at January Show

GSI & G-Cal tests find 100% of vendors in compliance

As part of its ongoing commitment to excellence, the Continental Buying Group (CBG) conducted on-site testing of live diamond goods during the January 23-25, CBG Show in Orlando.

Readmore

Estate jewelry speakers announced for 2017 Northwest Conference

21 DAYS AGO
Estate jewelry speakers announced for 2017 Northwest Conference

 

The Northwest Jewelry Conference (NWJC) has announced the lineup for its fifth year of small group estate jewelry education August 11-13, 2017 in Seattle, WA.

“Our selected instructors are asked to give insightful and original presentations to challenge a passionate group of antique and period jewel...

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Noble Display and Packaging merges with J. Grant & Co.

7 DAYS AGO
Noble Display and Packaging merges with J. Grant & Co.

Noble Group brings greater service, products, pricing for independent jewelers

(CEDAR GROVE, N.J.) - Noble Display and Packaging has announced the completion of its merger with J. Grant & Co., a display and packaging company known for designing and manufacturing Ice Grip displays, modular Breakawa...

Readmore

RDI Diamonds achieves Responsible Jewelry Council certification

13 DAYS AGO
RDI Diamonds achieves Responsible Jewelry Council certification

(LONDON) - The Responsible Jewelry Council (RJC) has announced that RDI Diamonds, Inc. has achieved Certification against the 2013 Code of Practices (COP) at its trading office in New York.

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Sterling Reputation releases 2017 Supplement

7 DAYS AGO
Sterling Reputation releases 2017 Supplement

Sunrise, FL-based supplier of fashion-forward, high quality sterling silver jewelry, Sterling Reputation is pleased to present it’s new 2017 supplement. The new supplement features 20 beautiful new styles, many tailored to the Millennial generation.

Readmore

ASHI Diamonds launches Bridal 2017 Marketing program

7 DAYS AGO
ASHI Diamonds launches Bridal 2017 Marketing program

(NEW YORK) - ASHI Diamonds is pleased to unveil its 2017 Bridal Books - Elegance Redefined. ASHI’s bridal line caters to “any bride’s hunt for the perfect one for her,” said Rajeev Pandya, partner of ASHI Diamonds. “Whether it’s the intricate milgraining, delicate lattice work, or soft curves, ASHI’s...

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More of the Low Hanging Fruit – Adding-On

The past couple of months we have been discussing the process of selling additional items. As we approach the all important holiday season the importance of learning to suggest, show and sell additional items is paramount to your individual success and the overall success of your company. Again, selling additional items are one of the keys to maximizing both sales and profits in a retail jewelry store.

Customers want and need to buy additional items. In many cases the additional items are not on the top of the customers mind or aren’t a priority purchase at the moment that he/she is in your store. However, that is not to say that the customer won’t buy the additional items if introduced or given the suggestion of appropriate items that they need to purchase in the future.

To review a few of the key points about adding-on from previous articles:

1) Selling Add-on items is profit – the majority of the costs of running a business are amortized out of the main item purchase.

2) Selling Add-on items is a customer service – customers want and need to buy additional items. In some cases the customer simply hasn’t given any thought to the additional items or isn’t aware of the various different items that you sell in your store.

3) The Add-on doesn’t necessarily have to cost less than the main item. People have budgets for different things. If a customer is buying a graduation gift for a son’s girlfriend, that doesn’t mean he/she doesn’t have an even larger budget for the special event that they have coming in a couple of weeks.

4) What to Add-on – the key to success in selling additional items comes in the salesperson’s ability to ask add-on questions in order to determine what are the most appropriate additional items to sell.

5) An Add-on item is anything that you sell in addition to what the customer came in to purchase.

6) A professional salesperson MUST attempt to sell additional items. One of a salesperson’s main responsibilities is to sell additional items. I am not saying a salesperson must sell an add-on item to every customer, but a salesperson must attempt to sell an add-on item to every customer. Again, the only way to maximize a selling opportunity is through presenting additional goods.

7) Add-ons can significantly increase a salesperson’s income. When a salesperson is paid on commission a salesperson who shows, suggests and sells additional items can increase his/her commissions tremendously.

8) The Assumptive Add-on Close. The assumptive add-on close, as detailed last month, is one of the most effective add-on techniques available when the close is based on information that you learned throughout the earlier portion of the selling process.

The Don’t Let Me Forget/Remind Me To Show You Add-On Technique

This technique will actually cause customers to add-on to themselves. You will even find that in many cases the customer is actually reminding you to sell them additional merchandise. The technique is a method in which you stimulate the thought process and the desire in the customer.

For example; A woman comes in and is shopping for a watch for her husband, the salesperson could say for example: “Let’s take a look at some watches and, Oh, by the way, your earrings are gorgeous, don’t let me forget later to show you a pendant we have that will match perfectly.”

Another option would be to say: “Remind me later, I would love to get your opinion on some new items that we think are going to be very popular this holiday season, I’d love to see what you think.”

Again, if you don’t ask you won’t get. With these techniques you will find customers reminding you that you wanted their opinion on something or saying; “Why don’t you let me see the pendant that you mentioned?” Adding-on is the secret to building your sales and profits with your existing customers. In retail jewelry there are only three ways to increase sales. Those are to sell more of the people that you talk to, to sell more to the people you are already selling and to get more people in the store that you can sell. Selling additional items is an extremely important aspect of the job of a true professional salesperson. Further, your customers will appreciate the professionalism and the time that you have saved them in not having to shop at other stores to complete his or her buying needs.

Next month we will close out the articles on selling add-on items by detailing a few more add-on techniques.

Author, trainer, consultant and speaker Brad Huisken is President of IAS Training. Mr. Huisken authored the book “I’m a Salesman! Not a PhD.” and developed the PMSA Relationship Selling Program, the PSMC Professional Sales Management Course, The Mystery Shoppers Kit, The Weekly Jewelry Sales Training Meeting Series (exclusively for jewelry) along with Aptitude Tests and Proficiency Exams for new hires, current sales staff and sales managers and his new Train The Sales Trainer Course. In addition he publishes a free weekly newsletter called “Sales Insight.” For a free subscription or more information contact IAS Training at 800-248-7703, e-mail This email address is being protected from spambots. You need JavaScript enabled to view it. or visit www.iastraining.com.


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