10012016Sat
Last updateThu, 29 Sep 2016 11pm
Preferred Jewelers International Network hosts Jewelry Spa Weekend

Preferred Jewelers International Network hosts Jewelry Spa Weekend

Preferred Jewelers International, the prestigious ...

Adventure awaits you in Cleveland with Bluestone Trading Co.

Adventure awaits you in Cleveland with Bluestone Trading Co.

Looking for adventure in Cleveland, Ohio? Blueston...

NAJA offering a unique scholarship opportunity for gemology students

NAJA offering a unique scholarship opportunity for gemology students

The National Association of Jewelry Appraisers (NA...

GRS Tools develops innovative ring holding fixture

GRS Tools develops innovative ring holding fixture

(EMPORIA, Kan.) - GRS Tools is pleased to announce ...

The partnership that produced a golden egg

The partnership that produced a golden egg

Based on a mutual respect and appreciation for eac...

  • Newsletter

  • Latest Post

  • Most Read

Other News

Woman receives mystery Rolex in the mail

Woman receives mystery Rolex in the mail

SAN FRANCISCO (KPIX 5) — It came out of the blue, a Bay Area woman gets a Rolex watch in the mail.

The woman, Marie, thought it was strange that she had a package waiting for her at the post office. She said it was from an unknown sender. Then she ope...

Readmore

Loading...

Industry Events

Join ISG on a diamond mining field trip to Crater of Diamonds State Park

Join ISG on a diamond mining field trip to Crater of Diamonds State Park

The International School of Gemology (ISG) has announced a field trip to the Crater of Diamonds State Park in Murfreesboro, Arkansas. This is a great opportunity to visit a real diamond mine and share knowledge and fun with ISG Global Network members...

Readmore

Loading...

On The Move

Jeff Sadowsky named President of Global Fine Jewels

Jeff Sadowsky named President of Global Fine Jewels

Global Fine Jewels (GFJ), a division of world dia­mond trade leader Jay Gems, is pleased to announce the appointment of Jeff Sadowsky as its new President. Sadowsky, a 48-year veteran of the jewelry industry, previously worked as Director of Acquisit...

Readmore

Loading...

What's New

Montesino International Cyber Show to showcase new products

Montesino International Cyber Show to showcase new products

Montesino International reports the last decade has been full of successful, interesting and challenging business as well as the fact that customer spending habits have changed dramatically over the period of 2008 to the present. “As a whole…the indu...

Readmore

Loading...

Featured Articles

Retailer Roundtable: What do you expect to be your holiday hot sellers?

Retailer Roundtable: What do you expect to be your holiday hot sellers?

Q:  What do you expect to be your holiday hot sellers?

“Two-stone rings haven’t performed real well for us, despite marketing the whiz out of it. Each holiday season we do very well with bridal. This year I’ve invested in Fire Polish to help increase ...

Readmore

Loading...

Latest News

NAJA offering a unique scholarship opportunity for gemology students

1 DAY AGO
NAJA offering a unique scholarship opportunity for gemology students

The National Association of Jewelry Appraisers (NAJA) is pleased to announce that it will award an ACE© It Appraisal Conference Scholarship to a deserving gemology student. NAJA invites GIA, FGA, FGAA, FGG, FCGmA, RGA students to apply for this scholarship for the 447th Annual ACE© It Winter Educati...

Readmore

Woman receives mystery Rolex in the mail

3 DAYS AGO
Woman receives mystery Rolex in the mail

SAN FRANCISCO (KPIX 5) — It came out of the blue, a Bay Area woman gets a Rolex watch in the mail.

The woman, Marie, thought it was strange that she had a package waiting for her at the post office. She said it was from an unknown sender. Then she opened it up and things got stranger.

Inside, a Rolex ...

Readmore

Preferred Jewelers International Network hosts Jewelry Spa Weekend

1 DAY AGO
Preferred Jewelers International Network hosts Jewelry Spa Weekend

Preferred Jewelers International, the prestigious network of retail jewelers that offer a Lifetime, Nationwide Warranty program and “Experiences that last a Lifetime™” celebrated the successful promotion of Jewelry Spa Weekend throughout its organization in September.

Readmore

Join ISG on a diamond mining field trip to Crater of Diamonds State Park

16 DAYS AGO
Join ISG on a diamond mining field trip to Crater of Diamonds State Park

The International School of Gemology (ISG) has announced a field trip to the Crater of Diamonds State Park in Murfreesboro, Arkansas. This is a great opportunity to visit a real diamond mine and share knowledge and fun with ISG Global Network members, and those thinking about joining.

Readmore

Jeff Sadowsky named President of Global Fine Jewels

10 DAYS AGO
Jeff Sadowsky named President of Global Fine Jewels

Global Fine Jewels (GFJ), a division of world dia­mond trade leader Jay Gems, is pleased to announce the appointment of Jeff Sadowsky as its new President. Sadowsky, a 48-year veteran of the jewelry industry, previously worked as Director of Acquisitions at GBC, Inc., and most recently as Vice Presi...

Readmore

Quality Gold acquires North American Jewelers, Inc.

16 DAYS AGO

(FAIRFIELD, Ohio) - Quality Gold has purchased North American Jewelers, Inc. (NAJ) the Chicago based supplier known for bridal and special occasion diamond jewelry. Along with NAJ, Quality Gold now owns Steckbeck Jewelry PVT LTD (STJPL), its wholly owned subsidiary and manufacturing facility opened i...

Readmore

Montesino International Cyber Show to showcase new products

1 DAY AGO
Montesino International Cyber Show to showcase new products

Montesino International reports the last decade has been full of successful, interesting and challenging business as well as the fact that customer spending habits have changed dramatically over the period of 2008 to the present. “As a whole…the industry has experienced some of the same issues we ha...

Readmore

GRS Tools develops innovative ring holding fixture

1 DAY AGO
GRS Tools develops innovative ring holding fixture

(EMPORIA, Kan.) - GRS Tools is pleased to announce the release of the Alexandre Sidorov Ring Fixture. Sidorov is a world-renowned diamond setter. This luxury set is produced using his exact design specifications and GRS quality manufacturing.

The Alexandre Sidorov Ring Fixture is the result of decades...

Readmore

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.


Columnist



Media Kit