03272017Mon
Last updateSun, 26 Mar 2017 4pm
GJA, AJA announce 2017 Convention dates

GJA, AJA announce 2017 Convention dates

The Georgia Jewelers Association (GJA) and Alabama...

Diamond shipping scam impacts 20-plus diamond wholesalers

Diamond shipping scam impacts 20-plus diamond wholesalers

Since November, an estimated 20 or more diamond ve...

Other News

Crime against U.S. jewelers increases for first year since 2012

Crime against U.S. jewelers increases for first year since 2012

(NEW YORK) - Jewelers’ Security Alliance (JSA) has released its 2016 Annual Crime Report covering crime against the jewelry industry in the United States. The total number of crimes against the industry increased from 1,117 in 2015 to 1,245 in 2016, a...

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Industry Events

Stuller hosts mini conference for jewelry group

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...

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On The Move

Jane Kirk appointed Executive Director of NC Jewelers Association

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 stew...

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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

Bill Spencer talks jewelry, family and the secret to a successful 3rd generation family business

Bill Spencer talks jewelry, family and the secret to a successful 3rd generation family business

Seventy three years and three generations is a long time to operate a jewelry store. Especially when, according to a Jewelers Board of Trade statistic, over 1,500 jewelry business owners ceased operating in 2016. Yes, that includes wholesalers, manuf...

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Latest News

Crime against U.S. jewelers increases for first year since 2012

4 DAYS AGO
Crime against U.S. jewelers increases for first year since 2012

(NEW YORK) - Jewelers’ Security Alliance (JSA) has released its 2016 Annual Crime Report covering crime against the jewelry industry in the United States. The total number of crimes against the industry increased from 1,117 in 2015 to 1,245 in 2016, an increase of 5.8%. Total dollar losses also incre...

Readmore

JA examines pending legislative issues most important to jewelry industry

4 DAYS AGO
JA examines pending legislative issues most important to jewelry industry

Jewelers of America’s (JA) latest Legislative Update covers some of the big policy initiatives - including comprehensive tax reform, a potential import tax and the FTC’s “Cultured Diamond” terminology - that are in play for 2017 and their impact on jewelry businesses.

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Stuller hosts mini conference for jewelry group

4 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.

Readmore

GJA, AJA announce 2017 Convention dates

26 DAYS AGO
GJA, AJA announce 2017 Convention dates

The Georgia Jewelers Association (GJA) and Alabama Jewelers Association (AJA) have announced they will cohost their annual Convention on March 31- April 2. Now in its 9th year, the two state organizations will join forces at the Marriott Grand National Resort & Robert Trent Jones Golf Trail in O...

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Jane Kirk appointed Executive Director of NC Jewelers Association

26 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...

Readmore

Belair Time Corp. names Chuck Goedtke Southeastern Sales Manager

26 DAYS AGO

Belair Time Corporation has announced the appointment of long-time watch industry veteran Chuck Goedtke to Southeastern Regional Sales Manager. Chuck will be covering Florida, Georgia, Tennessee, Alabama, Mississippi and Kentucky for Belair.

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ASHI launches 2017 Lovebright Collection Book

12 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 ...

Readmore

ASHI launches the I DO Bridal Sweepstakes

18 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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Selling swimming pools is the same as selling jewelry

6 lessons every seller needs

About a month ago my wife said to me, "Bob, I think we should have a swimming pool." Having been happily married to this woman for over 41 years I could read between the lines to see what she was really saying. It would be something like this. "Bob, I want a swimming pool. I want it now. A swimming pool will make me very happy, and you know when I am very happy you are very happy."

So, being an intelligent man I started my due diligence and learned everything about in-ground swimming pools. I quickly learned most of the companies selling swimming pools in our area do not product train their representatives. I telephoned 11 different pool companies. I only found 5 companies I had enough faith in, that they knew their products and had good customer service, to allow them in my home.

Lesson # 1: Make sure the person the customer talks to on the telephone is a good representative for your business.

The first pool salesperson came with one pamphlet and a measuring tape. I told him where I wanted the pool and the approximate size I wanted. He measured and figured and told me the price, $57,000! I said, "For what?" He said, "The pool and spa." I said, "What spa?" He said, "Everyone gets a spa when they put in an in ground pool." I did not want a spa. He assumed it was one of my wants, needs and problems.

And that went on and on with each salesperson. I think everyone of them, except one, assumed they knew what I wanted and what my problem (need, want) was. Because they told me what I needed. Well it was actually what they wanted to sell.

I tried over and over again to explain to them that although I did have a need, (problem, want) that a pool would solve, the actual person they needed to satisfy with the different features they offered was not me. Only one of the salespeople, the one who got the sale, figured it out and solved my problem (need and want). My problem (need, want) I needed solved was: To make my wife happy.

Lesson # 2: Never assume you know what the customer's problems (needs and wants) are.

As I said, only one salesperson solved my problem (need, want). He, unlike the others, listened to me when I constantly told him my wife wants this and my wife wants that. He wrote every one of her wants and needs and problems down and then showed me how he would solve them for her. Which of course solved my only problem (need, want).

Lesson # 3: Listen to the customer.

While he was showing me how he would solve my wife's needs and wants, he gave me choices of solutions to pick from.

Lesson # 4: Give the customer choices of solutions from which to pick.

When you give a customer a choice of products and services to buy from you, it no longer is will they buy from you or from the competition. It becomes which choice will they buy from you.

My swimming pool salesperson did not stop selling to me after he left that evening. The next day he telephoned me to see if I had any questions. Two days later I received a thank you note. And two days after that I received, via e-mail, a list of tips on how to properly maintain an in ground pool.

Lesson # 5: Follow up, Follow up, Follow up - Aggressive Action # 22*

The evening we signed the contract for construction to begin I heard the magic words from my salesperson.

Lesson # 6: Use the magic words - "Who do you know?" -Aggressive Action # 19*

Whenever I am looking for my wife I know I can find her at the pool. She is very happy and I have no problems, (needs or wants). I am very happy.

6 Lessons about selling

Lesson # 1: Make sure the person the customer talks to on the telephone is a good representative for your business.
Lesson # 2: Never assume you know what the customer's problems (needs and wants) are.
Lesson # 3: Listen to the customer.
Lesson # 4: Give the customer choices of solutions to pick from.
Lesson # 5: Follow up, Follow up, Follow up
Lesson # 6: Use the magic words - "Who do you know?"

*Aggressive Actions are from Bob Janet's new book, "How To Take Customers Away From Your Competition" available at www.BobJanet.com.

Bob Janet - Sales consultant/trainer, speaker, author of "Join The Profit Club" combines 40 plus years as owner/operator of professional, retail, manufacturing and service businesses with his unique teaching and storytelling ability to motivate, educate and inspire business professionals of all levels and all industries for increased sales & profits. Contact Bob at 800-286-1203, or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..


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