04282016Thu
Last updateWed, 27 Apr 2016 9pm
Ware Jewelers celebrates 70 years of small town, top notch business

Ware Jewelers celebrates 70 years of small town, top notch business

According to the U.S. Bureau of Labor Statistics, ...

De Beers launches US Diamond Reselling Service

De Beers launches US Diamond Reselling Service

(IDEX Online News) – The De Beers Group of Compani...

Industry writer goes from writing retail to working it

Industry writer goes from writing retail to working it

Paul Holewa, a freelance writer for Southern and Mi...

Stuller, Inc. releases new bridal catalog

Stuller, Inc. releases new bridal catalog

Features new styling, comprehensive collections

(LA...

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One fifth of the world's gold is buried in London - and here's where it's hidden

One fifth of the world's gold is buried in London - and here's where it's hidden

SECRET vaults in London house one fifth of all the gold on the planet, with a staggering £172 billion worth of bullion tucked away under the capital’s streets.

Vaults under the Bank of England on Threadneedle Street are said to hold 5,134 tonnes of go...

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Industry Events

Historic 8.52-carat “Esperanza Diamond” featured at The Smart Jewelry Show

Historic 8.52-carat “Esperanza Diamond” featured at The Smart Jewelry Show

Displayed with R. Harder Gallery Collection from Jewelers Mutual

(NEENAH, Wisc.) - The Smart Jewelry Show, April 17-19 in Chicago, will be hosting the historic Esperanza Diamond. The one-of-a-kind diamond will be on display with other pieces which are ...

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On The Move

Mason-Kay celebrates 40 years of jade excellence

Mason-Kay celebrates 40 years of jade excellence

Mason-Kay, suppliers of jade jewelry and loose jade since 1976, is celebrating their 40th anniversary this year by formally introducing their exclusive designer, Kristina.

In 1976 two brothers-in-law had a vision of a company dedicated to selling jade...

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What's New

Star Gems unveils new custom design app – Custom Studio

Star Gems unveils new custom design app – Custom Studio

International jewelry manufacturer and loose diamond importer Star Gems has announced the soft launch of an innovative new custom design app, Custom Studio. Star Gems has recently transitioned totally into custom design, moving away from stocking a r...

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Featured Articles

Revering a retiring patriarch, new generation at Ohio’s Leo Alfred Jewelers embraces simple recipe for success

Revering a retiring patriarch, new generation at Ohio’s Leo Alfred Jewelers embraces simple recipe for success

What makes Leo Alfred Jewelers in Dublin, Ohio, a special place? It’s a poignant subject these days. Tom Laudick, who has been in the jewelry industry for much of his life, retires this year but leaves an indelible mark on the next generation.

“Every ...

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Latest News

One fifth of the world's gold is buried in London - and here's where it's hidden

22 HOURS AGO
One fifth of the world's gold is buried in London - and here's where it's hidden

SECRET vaults in London house one fifth of all the gold on the planet, with a staggering £172 billion worth of bullion tucked away under the capital’s streets.

Vaults under the Bank of England on Threadneedle Street are said to hold 5,134 tonnes of gold, making up the majority of the 6,256 tonne tota...

Readmore

Last chance to apply for one of GIA’s 125+ scholarships

23 HOURS AGO
Last chance to apply for one of GIA’s 125+ scholarships

GIA (Gemological Institue of America) has sent a reminder that their scholarship application deadline is this Saturday, April 30. Prospective GIA students have the opportunity to apply for 125+ scholarships, totaling more than $500,000, for Gemology and Jewelry Manufacturing Arts programs, courses a...

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Historic 8.52-carat “Esperanza Diamond” featured at The Smart Jewelry Show

15 DAYS AGO
Historic 8.52-carat “Esperanza Diamond” featured at The Smart Jewelry Show

Displayed with R. Harder Gallery Collection from Jewelers Mutual

(NEENAH, Wisc.) - The Smart Jewelry Show, April 17-19 in Chicago, will be hosting the historic Esperanza Diamond. The one-of-a-kind diamond will be on display with other pieces which are part of R. Harder Gallery of Gems and Minerals fro...

Readmore

Jewelers bring sparkle to a treasured Richmond tradition

25 DAYS AGO
Jewelers bring sparkle to a treasured Richmond tradition

(RICHMOND, Vir.) - Why make changes to an event that’s been successful for almost 50 years? Four years ago the organizers of the annual Children’s Hospital Foundation Ball, one of Richmond, Virginia’s most highly anticipated social events of the fall season, found themselves asking just that in respo...

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Mason-Kay celebrates 40 years of jade excellence

23 HOURS AGO
Mason-Kay celebrates 40 years of jade excellence

Mason-Kay, suppliers of jade jewelry and loose jade since 1976, is celebrating their 40th anniversary this year by formally introducing their exclusive designer, Kristina.

In 1976 two brothers-in-law had a vision of a company dedicated to selling jade. Not just jade, but high quality, untreated jadei...

Readmore

Allen Stricklin to represent Allison-Kaufman in the South

25 DAYS AGO

Allison-Kaufman Company, a respected and well-known Los Angeles-based diamond jewelry manufacturer, has announced that Allen Stricklin has been named territory manager for the southern region.

When asked to comment about the newest member of his team, Bart Kaufman, President of Allison-Kaufman Co., s...

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Star Gems unveils new custom design app – Custom Studio

7 DAYS AGO
Star Gems unveils new custom design app – Custom Studio

International jewelry manufacturer and loose diamond importer Star Gems has announced the soft launch of an innovative new custom design app, Custom Studio. Star Gems has recently transitioned totally into custom design, moving away from stocking a regular product line.

Readmore

JA launches Member benefit to help sell aged inventory

7 DAYS AGO
JA launches Member benefit to help sell aged inventory

Exclusive discounts on JewelryStockBalancing.com

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, has introduced JewelryStockBalancing.com as the newest membership benefit. Jewelers of America Members receive an exclusive discou...

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Demonstrating value

Product knowledge is one of those things that you have to have, you just may not need to use it in every sales presentation. During the demonstration you should describe your merchandise using features, benefits and agreement questions.

A feature is something that the manufacturer has made available in the merchandise. A benefit is what the feature will do for the customer, and an agreement question is getting them to say “yes.”

It is interesting to note that most salespeople are very feature driven. In other words they talk exclusively about the features of the merchandise. For example: It has this and it has this and it has that and it also has this.

However, customers don’t buy features, they buy benefits, or what the feature does for them. In many situations I have heard salespeople rattling off features in terms that the typical customer cannot and does not understand. Many salespeople talk in a foreign language using industry jargon. The customer then gets confused or won’t admit that they don’t understand and then make up an objection. Something like “I’ll be back” or “I need to think about that,” when in reality, we, as salespeople, confused them using words that only we understand.

Therefore we need to talk in terms of features (what it has or our industry jargon), benefits (what the feature does for the customer in easy to understand words) and agreement questions (getting them to agree with how important the feature and/or benefit is to their decision making process). For example: “One of the spectacular things about this ring is that it has a 6-prong head, meaning your diamond will be extremely secure, that is terrific isn’t it? Another nice thing about this ring is that the ring is white gold, meaning the ring will perfectly match your other jewelry, as you mentioned that is an important consideration, correct?”

In order to create the perception of value salespeople need to speak in terms that customers understand and using words that give a descriptive definition to the customer. Saying words like; exquisite, gorgeous, beautiful, spectacular, etc. will increase the perception that customers have of the value that they hold for the merchandise. Saying this jewelry is pretty or functional, or this chain will match, and last a long time, don’t do enough to increase the perception of value. Look at the examples in the previous paragraph and eliminate the adjectives that give value and you will hear a mediocre presentation at best. Keep the adjectives in and suddenly you are describing a valuable piece of exquisite jewelry that anyone would be proud to own.

As a sales manager the greatest help that you could give to your salespeople is to take the time and actually listen in on several of their sales presentations every week. Listen to see if they are asking the correct questions, hear if they are selling based on the reasons that the customer wants to buy. See if they get the customer to open up and reveal valuable information that will help the customer close themselves. Listen for descriptive words that add value to the presentation.

Being successful in sales does not necessarily require a gift of gab, it requires an ability to ask questions, really listen to the answers and react to the answers. Selling based on the customers’ perception of value or your ability to increase their perception of value will make all the difference in the world when it comes to selling higher priced merchandise. Selling items that the customer will be proud to show and that will last for years to come will increase your personal trade, repeat business and referral business substantially.

Author, trainer, consultant, and speaker Brad Huisken is President of IAS Training. Mr. Huisken authored the books “I’M a salesman! Not a PhD.” and “Munchies For Salespeople, Selling Tips That You Can Sink Your Teeth Into.” He also developed the PMSA Relationship Selling Program, the PSMC Professional Sales Management Course, The Mystery Shoppers Kit, “The Employee Handbook” and “Policy & Procedures Manual,” The Weekly Sales Training Meeting video series along with Aptitude Tests and Proficiency Exams for new hires, current sales staff and sales managers. 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, www.iastraining.com or fax 303-936-9581.


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