01222018Mon
Last updateThu, 18 Jan 2018 10am
Floyd & Green Jewelers celebrating 25th anniversary

Floyd & Green Jewelers celebrating 25th anniversary

For Steve Floyd & Tom Williams, it seems like ...

Travis Piper, the $1 Million Man

Travis Piper, the $1 Million Man

In 1997, Travis Piper went off to college with an ...

Southern Gates® Jewelry launches exclusive collection with Biltmore®

Southern Gates® Jewelry launches exclusive collection with Biltmore®

(CHARLESTON, S.C.) - Jewelry design and wholesale f...

Gem Star Imports offers cutting-edge concepts & loyal service to retailers

Gem Star Imports offers cutting-edge concepts & loyal service to retailers

Gem Star Imports, a leading diamond jewelry manufa...

Other News

IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

(IDEX Online) – The Israel Diamond Exchange (IDE) will unveil new diamond-based cryptocurrencies created by startup CARATS.IO during the February 5-7 International Diamond Week in Israel (IDWI).

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Industry Events

Select Show announces Dallas 2018 date

Select Show announces Dallas 2018 date

Date change moves Select Dallas to September

(NEW YORK) - On the heels of a successful 2017 Select Dallas Show, The Select Jewelry Show has announced a new date for 2018.

The 2018 Select Jewelry Show in Dallas will be held Sunday and Monday, September 1...

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On The Move

IGI North and South America achieves re-certification by RJC

IGI North and South America achieves re-certification by RJC

(NEW YORK) - The International Gemological Institute (IGI) continues to promote the importance of upholding credibility and high industry standards through its submissions to independent external auditors. The Institute has announced that IGI - North ...

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What's New

ASHI launches Valentine Sweepstakes

ASHI launches Valentine Sweepstakes

(NEW YORK) - ASHI has announced the launch its Valentine Sweepstakes, to kickoff the Valentine Season for its retail partners. Retailers will be able to attract shoppers to their stores through various Social Media platforms.  The Sweepstakes provides...

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Featured Articles

Retailer Roundtable: What do you do when a customer breaks an important piece in your store?

Retailer Roundtable: What do you do when a customer breaks an important piece in your store?

Q: What do you do when a customer breaks an important piece in your store?

“We don’t have a set policy for this type of incident. Pretty much in all cases we’ll cover the cost of repairing the item to avoid any ill will with the client. This is especia...

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Latest News

IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

4 DAYS AGO
IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

(IDEX Online) – The Israel Diamond Exchange (IDE) will unveil new diamond-based cryptocurrencies created by startup CARATS.IO during the February 5-7 International Diamond Week in Israel (IDWI).

Readmore

JA applauds Supreme Court decision to hear Sales Tax Fairness case

4 DAYS AGO
JA applauds Supreme Court decision to hear Sales Tax Fairness case

(NEW YOR K) - Jewelers of America (JA), a national trade association for businesses serving the fine jewelry marketplace, applauds the decision by the United States Supreme Court to take up South Dakota’s petition to the Court to re-consider the Quill decision from 1992. That decision established the...

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Select Show announces Dallas 2018 date

12 DAYS AGO
Select Show announces Dallas 2018 date

Date change moves Select Dallas to September

(NEW YORK) - On the heels of a successful 2017 Select Dallas Show, The Select Jewelry Show has announced a new date for 2018.

The 2018 Select Jewelry Show in Dallas will be held Sunday and Monday, September 16th and 17th. The location remains the same, the D...

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JA New York Spring Show preview

18 DAYS AGO
JA New York Spring Show preview

Once again, the JA New York Spring show will co-locate with the MJSA Expo March 11-13, 2018 at the Jacob Javits Center, to create a true, destination Jewelry Market Week in New York City. With JA New York’s emphasis on fine finished jewelry and MJSA Expo’s unique focus on supplies to the trade, atte...

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IGI North and South America achieves re-certification by RJC

4 DAYS AGO
IGI North and South America achieves re-certification by RJC

(NEW YORK) - The International Gemological Institute (IGI) continues to promote the importance of upholding credibility and high industry standards through its submissions to independent external auditors. The Institute has announced that IGI - North & South America has been granted re-certificat...

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GIA to open laboratory in Surat, India, expand facility in Antwerp, Belgium

12 DAYS AGO
GIA to open laboratory in Surat, India, expand facility in Antwerp, Belgium

(CARLSBAD, Calif.) - GIA will open a new laboratory in Surat, India and expand its long-term presence in Antwerp, Belgium in the second quarter of 2018 to meet the needs of the global gem and jewelry industry.

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ASHI launches Valentine Sweepstakes

4 DAYS AGO
ASHI launches Valentine Sweepstakes

(NEW YORK) - ASHI has announced the launch its Valentine Sweepstakes, to kickoff the Valentine Season for its retail partners. Retailers will be able to attract shoppers to their stores through various Social Media platforms.  The Sweepstakes provides ASHI retailers with a unique marketing opportunit...

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MJSA launches Jewelers Do It Better™

4 DAYS AGO
MJSA launches Jewelers Do It Better™

Consumer marketing campaign to drive jewelry sales

MJSA, the trade alliance dedicated to professional excellence in jewelry making and design, has launched a new consumer marketing campaign, Jewelers Do It Better™, to generate enthusiasm for its members’ creations and drive retail sales. The campaign...

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Furry friends on the job: Chloe of Randall’s Jewelry in Oakland Park, Florida

4 DAYS AGO
Furry friends on the job: Chloe of Randall’s Jewelry in Oakland Park, Florida

This adorable little pup is Chloe. Chloe has been on the job at Randall’s Jewelry in Oakland Park, Florida every day of her 8 years. The only exception is Saturdays when she likes to stay home and watch her favorite show, Animal Planet! “She is a very important part of our team in every way,” says h...

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Furry friends on the job: Dax Shepard - International Gemological Institute (IGI)

11 DAYS AGO
Furry friends on the job: Dax Shepard - International Gemological Institute (IGI)

This big ole dog is Dax Shepard (his legal name is Vom Eichen Antrieb). Dax, who turned 4 years-old earlier this week, is the furry friend of International Gemological Institute (IGI) President/Chief Executive Officer Jerry Ehrenwald. I’d say the 100 lb black German Shepard would be quite effective ...

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The Marketing Minute: Trend Spotting

3 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

3 MONTHS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

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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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