05262015Tue
Last updateWed, 20 May 2015 1am
24 Karat Club SEUS adds 4 new members

24 Karat Club SEUS adds 4 new members

The 24 Karat Club Southeastern United States annou...

Jewelry Pie reacts to increased demand for high-end product

Jewelry Pie reacts to increased demand for high-end product

“In the last year Jewelry Pie has seen a large inc...

Goldstein introduces new diamond & ruby ring

Goldstein introduces new diamond & ruby ring

Goldstein Diamonds, an industry leader in GIA cert...

Endless enters 21st market in 20 months, securing New Zealand retail partners

Endless enters 21st market in 20 months, securing New Zealand retail partners

Endless Jewelry has announced they  have secured m...

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GIA notifies trade of potential undisclosed diamond treatment

GIA notifies trade of potential undisclosed diamond treatment

(CARLSBAD, Calif.) – Approximately 500 colorless to near-colorless diamonds submitted primarily to GIA’s grading laboratory in Ramat Gan, Israel, were ...

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New from Touched Impressions - the Forever Note

New from Touched Impressions - the Forever Note

(NASHVILLE) - Touched Impressions is pleased to introduce the Forever Note, their newest line of custom made jewelry using loved ones’ handwritten word...

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Latest News

GIA notifies trade of potential undisclosed diamond treatment

5 DAYS AGO
GIA notifies trade of potential undisclosed diamond treatment

(CARLSBAD, Calif.) – Approximately 500 colorless to near-colorless diamonds submitted primarily to GIA’s grading laboratory in Ramat Gan, Israel, were potentially subjected to an undisclosed temporary treatment.

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Retailer Roundtable

5 DAYS AGO
Retailer Roundtable

Q: What jewelry is topping your open-to-buy for the Las Vegas Show?

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GIA’s goes “All In” for JCK Las Vegas

5 DAYS AGO
GIA’s goes “All In” for JCK Las Vegas

Exclusive in-booth briefings, museum displays, colored stone services and more

(CARLSBAD, Calif.) – Attendees of the 2015 JCK Las Vegas show at the Mandalay Bay Resort & Casino can visit GIA’s booth (L99) from May 29 – June 1 to learn about the Institute’s not-to-miss show offerings, ranging from th...

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Texas Jewelers Association announces 2015 Convention dates, plans for JCK Vegas Meet & Greet

24 DAYS AGO

San Antonio will again be the host location for the 2015 Texas Jewelers Association (TJA) Convention.  The event will take place from October 10 - 12 at the El Tropicano Hotel, located directly on the Riverwalk.

The Convention will kick off Saturday evening with a President’s Party, hosted by TJA Pre...

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ASHI Diamonds appoints Ron Delger to represent Northwest region

5 DAYS AGO

(NEW YORK) - ASHI Diamonds, a premier diamond jewelry manufacturer servicing over 1,000 fine independent retail jewelers in North America for over 30 years, is pleased to announce the addition of Ron Delger as their sales representative and marketing consultant for the Pacific Northwest Region of Was...

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Sandeep Diamond strategically aligns its Independent Jewelry Division with IDD

5 DAYS AGO
Sandeep Diamond strategically aligns its Independent Jewelry Division with IDD

IDD and Sandeep Diamond Corporation announced a strategic alliance between the two accomplished market players in their respective spaces of expertise. The merger is expected to bring additional resources that will benefit the current clients of both companies. The partnership results in the creatio...

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New from Touched Impressions - the Forever Note

5 DAYS AGO
New from Touched Impressions - the Forever Note

(NASHVILLE) - Touched Impressions is pleased to introduce the Forever Note, their newest line of custom made jewelry using loved ones’ handwritten words.

Readmore

Rembrandt Charms® welcomes spring with new charm styles

24 DAYS AGO
Rembrandt Charms® welcomes spring with new charm styles

(WILLIAMSVILLE, N.Y.) - This spring, Rembrandt Charms added several fresh new charm styles to their collection, including a Hamsa and Lotus Flower.

The hamsa is said to bring good luck to its wearer while warding off the evil eye. The lotus flower is traditionally thought of as a symbol for beauty, pu...

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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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