01232017Mon
Last updateTue, 17 Jan 2017 8pm
Retailer Roundtable: What is your outlook for the industry in 2017?

Retailer Roundtable: What is your outlook for the industry in 2017?

Q: What is your outlook for the industry in 2017?  

“...

Leading the state in estate jewelry

Leading the state in estate jewelry

Levy’s capitalizing on estate jewelry popularity

Es...

How will Trump’s election affect retail jewelers?

How will Trump’s election affect retail jewelers?

President-elect Donald Trump has been in the publi...

Jewelers Helping Jewelers

Jewelers Helping Jewelers

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

Greg Lynn discovers art in the midst of struggle

Greg Lynn discovers art in the midst of struggle

When Greg Lynn’s parents were transferred from Nor...

  • Newsletter

  • Latest Post

  • Most Read

Other News

Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

(NEW YORK) - Citizen Watch Company, Ltd., parent of Bulova Corporation and Citizen Watch Company of America has completed the integration of the two companies into one organization, Citizen Watch Company of America, Inc. The company will do business i...

Readmore

Loading...

Industry Events

GIA’s colorful lineup at Tucson 2017 Gem Shows

GIA’s colorful lineup at Tucson 2017 Gem Shows

Alumni party, colored stone services, unique exhibits, expert talks and more

(CARLSBAD, Calif.) - GIA’s not-to-miss activities and services will enrich the visitor experience at the 2017 Tucson Shows, including an out-of-this-world alumni event, show s...

Readmore

Loading...

On The Move

JA announces 2017 GEM Awards winners

JA announces 2017 GEM Awards winners

Jim Rosenheim receives Lifetime Achievement and Grace Fuller, Kay® Jewelers, Lucia Silvestri for BVLGARI and Patek Philippe win

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, h...

Readmore

Loading...

What's New

New and unique, Love Universe hits the market with broad appeal

New and unique, Love Universe hits the market with broad appeal

Voyager Brands’ new line targets customers from teens to grandmothers

(AUSTIN, Tex.) - Something new, different, random, abstract - that’s Voyager Brands’ new Love Universe collection of earrings, rings, pendants, small necklaces and bracelets. It’s fu...

Readmore

Loading...

Featured Articles

Female wounded warrior finds passion, career and calling in jewelry

Female wounded warrior finds passion, career and calling in jewelry

There are many paths to finding the right career. Most are predictable, but sometimes the path becomes clear only through adversity. Richard Branson, whose net worth of $4.9 billion makes him nearly 10 times wealthier than Queen Elizabeth II, dropped...

Readmore

Loading...

Latest News

Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

4 DAYS AGO
Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

(NEW YORK) - Citizen Watch Company, Ltd., parent of Bulova Corporation and Citizen Watch Company of America has completed the integration of the two companies into one organization, Citizen Watch Company of America, Inc. The company will do business in the Trade as Citizen Watch America.

Readmore

Jewelers of Louisiana opens application for funds to benefit jewelers impacted by Louisiana floods

4 DAYS AGO
Jewelers of Louisiana opens application for funds to benefit jewelers impacted by Louisiana floods

(NEW ORLEANS) - Over 100 people employed in the jewelry industry were impacted by the August floods in South Louisiana. Jewelers of Louisiana, a statewide organization representing over 1,500 employees, has established a fund to help anyone in the jewelry industry affected by the floods. Over $3,700 ...

Readmore

GIA’s colorful lineup at Tucson 2017 Gem Shows

4 DAYS AGO
GIA’s colorful lineup at Tucson 2017 Gem Shows

Alumni party, colored stone services, unique exhibits, expert talks and more

(CARLSBAD, Calif.) - GIA’s not-to-miss activities and services will enrich the visitor experience at the 2017 Tucson Shows, including an out-of-this-world alumni event, show service laboratory, fascinating exhibits, expert ta...

Readmore

Bangkok Gems & Jewelry Fair coming in February

18 DAYS AGO
Bangkok Gems & Jewelry Fair coming in February

The Department of International Trade Promotion (DITP), the Ministry of Commerce of the Royal Thai government has extended an invitation for U.S. jewelers to visit the upcoming 59th Bangkok Gems & Jewelry Fair 2017. The Fair will be held February 22-26, 2017 at the IMPACT Exhibition & Conven...

Readmore

JA announces 2017 GEM Awards winners

4 DAYS AGO
JA announces 2017 GEM Awards winners

Jim Rosenheim receives Lifetime Achievement and Grace Fuller, Kay® Jewelers, Lucia Silvestri for BVLGARI and Patek Philippe win

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, held their 15th annual GEM Awards on Friday, Januar...

Readmore

Stuller commits to promoting health and wellness in Louisiana

10 DAYS AGO
Stuller commits to promoting health and wellness in Louisiana

Company designated as a top-level WellSpot

(LAFAYETTE, La.) - Stuller is proud to announce that they have been named a level one WellSpot by Well-Ahead Louisiana, an initiative started by the Louisiana Department of Health.

Readmore

New and unique, Love Universe hits the market with broad appeal

4 DAYS AGO
New and unique, Love Universe hits the market with broad appeal

Voyager Brands’ new line targets customers from teens to grandmothers

(AUSTIN, Tex.) - Something new, different, random, abstract - that’s Voyager Brands’ new Love Universe collection of earrings, rings, pendants, small necklaces and bracelets. It’s fun and enticing to women of all ages.

Retail prices ...

Readmore

MJSA launches Council of Custom Jewelers as part of new Custom Design program

10 DAYS AGO
MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA, a trade association dedicated to professional excellence in jewelry making and design, has introduced the MJSA Council of Custom Jewelers as part of a wide-ranging program to advance the art and consumer appreciation of custom jewelry design.

Readmore

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..


Columnist


×