07262016Tue
Last updateWed, 20 Jul 2016 10pm
Eager to grow, eager to please, Costar Imports realizing goal of going national

Eager to grow, eager to please, Costar Imports realizing goal of going national

With expansions to the San Francisco Bay Area and ...

ASHI launches Fine Jewelry catalog

ASHI launches Fine Jewelry catalog

ASHI is pleased to announce the release of its new...

Retailer Roundtable:  At mid-year, how has 2016 been so far and what’s ahead?

Retailer Roundtable: At mid-year, how has 2016 been so far and what’s ahead?

At mid-year, how has 2016 been so far and what’s a...

Ron Rosen Jewelry’s Love Life collection: Unlike any you’ve seen

Ron Rosen Jewelry’s Love Life collection: Unlike any you’ve seen

‘Luxuriously affordable’ line draws rave reviews a...

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Startup wants to replace the silicon in your smartphone with diamonds

Startup wants to replace the silicon in your smartphone with diamonds

Chances are you’ve never heard of Akhan Semiconductor, but the company is well on its way to producing the hardware at the heart of your next smartphone, smartwatch, laptop, or virtual reality headset. The new components won’t only last longer and perf...

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Industry Events

Industry notables join panel at GIA’s New York Jewelry Career Fair

Industry notables join panel at GIA’s New York Jewelry Career Fair

Gem and jewelry’s largest recruiting event will take place July 25 at the Javits Center

(NEW YORK) - Prominent personalities from the gem and jewelry industry will join GIA at the Jacob Javits Center in New York for the Institute’s annual Jewelry Care...

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On The Move

Eaton Hudson launches new Jewelry Advisory Division

Eaton Hudson launches new Jewelry Advisory Division

Led by former Silverman Consultants’ team and focused on exit strategies and asset disposition

(ALPHARETTA, Ga. & TORONTO) - Eaton Hudson has announced the formation of a new division, Eaton Hudson Jewelry Advisors. Based in Charleston, SC, the div...

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What's New

P.Bo interchangeable Enchantables collection now available in silver

P.Bo interchangeable Enchantables collection now available in silver

Retailer demand spurs creation of lower price points

Exquisite, uncompromisingly crafted jewelry by P.Bo (Per Borup Design, Denmark), is now accessible for a wider audience than ever before, giving new meaning to the affordable luxury concept.

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Featured Articles

Not all was lost in the fire

Not all was lost in the fire

Namano salvages jewelry (and memories) scorched in house fire

There are over three hundred house fires each month in the state of Georgia alone. That’s a pretty mind-boggling number; multiply it nationally and the results are staggering: thousands and...

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Latest News

Startup wants to replace the silicon in your smartphone with diamonds

5 DAYS AGO
Startup wants to replace the silicon in your smartphone with diamonds

Chances are you’ve never heard of Akhan Semiconductor, but the company is well on its way to producing the hardware at the heart of your next smartphone, smartwatch, laptop, or virtual reality headset. The new components won’t only last longer and perform better than today’s tech, but their environmen...

Readmore

Q&A with Atlanta Jewelry Show Executive Director

5 DAYS AGO
Q&A with Atlanta Jewelry Show Executive Director

Carol Young, executive director of the Atlanta Jewelry Show, takes a few minutes to let us know what we have to look forward to at the upcoming show, August 6-8. Register online at www.atlantajewelryshow.com .

SJN: If it’s August, it’s the Atlanta Jewelry Show!

CY: Yes, it is, and we are so excited about ...

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Industry notables join panel at GIA’s New York Jewelry Career Fair

19 DAYS AGO
Industry notables join panel at GIA’s New York Jewelry Career Fair

Gem and jewelry’s largest recruiting event will take place July 25 at the Javits Center

(NEW YORK) - Prominent personalities from the gem and jewelry industry will join GIA at the Jacob Javits Center in New York for the Institute’s annual Jewelry Career Fair on July 25. The not-to-miss opening panel ...

Readmore

4th annual Rings of Strength Tour: Walking, running, biking and yoga to support Jewelers for Children

25 DAYS AGO
4th annual Rings of Strength Tour: Walking, running, biking and yoga to support Jewelers for Children

(NEW YORK) - Jewelers for Children held the 4th annual Rings of Strength Tour on Thursday, June 2, at Mandalay Bay Resort and Casino in Las Vegas. More than 160 participants assembled at 5:30 a.m. to either walk or run 5K, or bike one of two courses, a leisurely 15K route or a challenging 50K route. ...

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Eaton Hudson launches new Jewelry Advisory Division

5 DAYS AGO
Eaton Hudson launches new Jewelry Advisory Division

Led by former Silverman Consultants’ team and focused on exit strategies and asset disposition

(ALPHARETTA, Ga. & TORONTO) - Eaton Hudson has announced the formation of a new division, Eaton Hudson Jewelry Advisors. Based in Charleston, SC, the division, led by the former Silverman Consultants tea...

Readmore

Jewelers of America announces 2017 GEM Award for Lifetime Achievement winner

13 DAYS AGO
Jewelers of America announces 2017 GEM Award for Lifetime Achievement winner

Jim Rosenheim of Tiny Jewel Box to Receive the prestigious award

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, and the GEM Awards Committee has announced that Jim Rosenheim, Chairman of Tiny Jewel Box in Washington D.C., will...

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P.Bo interchangeable Enchantables collection now available in silver

5 DAYS AGO
P.Bo interchangeable Enchantables collection now available in silver

Retailer demand spurs creation of lower price points

Exquisite, uncompromisingly crafted jewelry by P.Bo (Per Borup Design, Denmark), is now accessible for a wider audience than ever before, giving new meaning to the affordable luxury concept.

Readmore

ASHI introduces 2016 Holiday Marketing Program

5 DAYS AGO
ASHI introduces 2016 Holiday Marketing Program

ASHI, a premier diamond jewelry manufacturer servicing over 1,000 of the top independent retail jewelers across the USA, has launched its new and exciting 2016 Holiday Marketing Program. Experience “Love this Holiday Season” with ASHI’s beautiful Bridal Collection and the hottest trends in fashion j...

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The 5 step plan to increased sales

While researching Monroe's Motivated Sequence developed by Alan H. Monroe, and published in his book, "Principles and Types of Speech," in 1962 by Scott, Foresman and Company, I turned up a wealth of information to help anyone who sells for a living.

Before going into my discovery, lets go over some basic tools that any persuader must understand. Monroe captured the essence of communicating effectively with the customer. He may have called his subjects an audience or listener, but our field labels the listener as a customer.

The sequence, as Monroe puts it, has five steps. First we get the ATTENTION of the customer and get him to want to listen. Then we share the NEED of the customer and illustrate an understanding of the problem that we are to help solve. Then we go to the SATISFACTION STEP and indicate how the solution that you offer will attend to his need. Fourth is the VISUALIZATION STEP in which the customer savors and tastes emotionally the successful solution to the problem that you have offered. The customer emotes and sees within a great reward in accepting your solution. Finally comes the fifth step which is the ACTION STEP in which your customer expresses agreement to buy what you have to offer.

While you may do these things unconsciously on a daily basis, business conditions demand a review and continual improvement program by everybody involved in your business. Professional pride has a great deal to do with this and it is important to understand what happens when you sell.

I visited a website called changingminds.org. While explaining how the customer feels in relation to his needs, we plug into the protoplasm we seek to sell our jewelry to. The site referred to a model called "CIN needs." Now think of the customer opposite you and see the term "CIN" translating into "Control, Identity and Novelty."

The customer has all three operating as you speak.
I quote...

  1. "Our sense of control tells us when we are safe and can bend our environment to our purposes." This means that your customer needs to feel in control of the process that he is involved in.
  2. "Our sense of identity tells us who we are, especially relative to other people." How are you communicating and causing your customer to feel as a customer?
  3. "Our sense of novelty tells us that we are learning, improving and evolving. It also helps us compete." Is your customer feeling good as the purchase that you want him to make is considered by him?

 

Selling jewelry is an emotional act. Buying jewelry is an emotional act. Learn about it and begin to own the element of understanding human behavior and needs.


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