03292017Wed
Last updateWed, 29 Mar 2017 1pm

Other News

Relocation allows for a rare look inside De Beers’s London HQ

Relocation allows for a rare look inside De Beers’s London HQ

The potential sale of De Beers's London HQ offers a rare glimpse inside the mining giant, from subterranean vaults to a rooftop helipad.

Number 17 Charterhouse Street, a fortress in the heart of London, has been De Beers’s headquarters since 1979, but...

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Industry Events

MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

The 2017 MJSA Expo may have been cut short by one day, thanks to a looming blizzard, but that didn’t stop the show’s attendees from getting the full “Expo experience.” The industry’s longest-running show dedicated to professional jewelry making and d...

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On The Move

Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

(CYPRESS, Calif.) - Lafonn, the brand known for luxury within reach, has grabbed two honors in the 2017 JCK Jeweler’s Choice Awards. Now in its tenth year, the awards are given in multiple categories. Both of Lafonn’s wins are in the “Lab Grown Gemsto...

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What's New

ASHI launches 2017 Lovebright Collection Book

ASHI launches 2017 Lovebright Collection Book

ASHI is excited to launch the 2017 Lovebright Collection Book for all of their retail partners to share with their customers. ASHI reports the positive feedback they have received from their retailers, and the overwhelming desire to ignite and promot...

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Featured Articles

Diamond shipping scam impacts 20-plus diamond wholesalers

Diamond shipping scam impacts 20-plus diamond wholesalers

Since November, an estimated 20 or more diamond vendors from across the country have been contacted by phone - in many cases with repeated calls - by what a number of industry members and authorities suspect is an organized group of individuals submi...

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Latest News

Relocation allows for a rare look inside De Beers’s London HQ

18 HOURS AGO
Relocation allows for a rare look inside De Beers’s London HQ

The potential sale of De Beers's London HQ offers a rare glimpse inside the mining giant, from subterranean vaults to a rooftop helipad.

Number 17 Charterhouse Street, a fortress in the heart of London, has been De Beers’s headquarters since 1979, but the street has been its home since the 1930s. At ...

Readmore

An emerald with a history goes to auction

18 HOURS AGO
An emerald with a history goes to auction

In the auction world, there are few things more fascinating than the journey of a gem through the hands of the rich and famous. The Stotesbury Emerald, which will be included in the Sotheby’s Magnificent Jewels sale in New York on April 25, is one such stone.

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MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

18 HOURS AGO
MJSA Expo delivers “inspiring” experience for jewelry manufacturers and designers

The 2017 MJSA Expo may have been cut short by one day, thanks to a looming blizzard, but that didn’t stop the show’s attendees from getting the full “Expo experience.” The industry’s longest-running show dedicated to professional jewelry making and design, MJSA Expo had been scheduled to run for thr...

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Stuller hosts mini conference for jewelry group

6 DAYS AGO
Stuller hosts mini conference for jewelry group

Leading Jewelers Guild visits global headquarters

(LAFAYETTE, La.) - Stuller recently partnered with the Leading Jewelers Guild (LJG) to host a one-day conference at its global headquarters in Lafayette, Louisiana, giving members of the guild an entire day of education and networking.

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Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

19 HOURS AGO
Lafonn named 2017 JCK Jewelers’ Choice Award winner & finalist

(CYPRESS, Calif.) - Lafonn, the brand known for luxury within reach, has grabbed two honors in the 2017 JCK Jeweler’s Choice Awards. Now in its tenth year, the awards are given in multiple categories. Both of Lafonn’s wins are in the “Lab Grown Gemstone” category, further anchoring the brand’s positi...

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Jane Kirk appointed Executive Director of NC Jewelers Association

28 DAYS AGO
Jane Kirk appointed Executive Director of NC Jewelers Association

(RALEIGH, N.C.) - The North Carolina Jewelers Association (NCJA) is pleased to announce the appointment of Jane Kirk as Executive Director, effective immediately. The Board’s action comes with the fullest confidence that Kirk will be an excellent steward of NCJA’s goals and an advocate for North Caro...

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ASHI launches 2017 Lovebright Collection Book

14 DAYS AGO
ASHI launches 2017 Lovebright Collection Book

ASHI is excited to launch the 2017 Lovebright Collection Book for all of their retail partners to share with their customers. ASHI reports the positive feedback they have received from their retailers, and the overwhelming desire to ignite and promote their store’s diamond sales, has been extremely ...

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ASHI launches the I DO Bridal Sweepstakes

20 DAYS AGO
ASHI launches the I DO Bridal Sweepstakes

Announces winner of #LovebrightValentine Sweepstakes

(NEW YORK) - ASHI is excited to launch the I DO Bridal Sweepstakes, to kickoff the wedding season for its retail partners. Retailers will be able to attract bridal shoppers to their stores, through various social media platforms, and let every bride...

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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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