06272016Mon
Last updateWed, 22 Jun 2016 1am
Hale’s Jewelers looks back on 160 years of business

Hale’s Jewelers looks back on 160 years of business

entrepreneur: a person who starts a business and is...

Not all was lost in the fire

Not all was lost in the fire

Namano salvages jewelry (and memories) scorched in...

  • Newsletter

  • Latest Post

  • Most Read

Other News

JBT Special Alert

Due to continued fraudulent ordering schemes, the Jewelers Board of Trade (JBT) would like to once again draw your attention to the following advice to assist you in avoiding being scammed by unscrupulous operators posing as legitimate jewelers.

Readmore

Loading...

Industry Events

JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

(NORWALK, Conn.) - Going out with the heat, JCK Las Vegas concluded its 26th edition on Monday, June 6. The show welcomed the best of the best in the jewelry industry with over 2,400 exhibiting brands and manufacturers, as well as an abundant lineup o...

Readmore

Loading...

On The Move

Holojem wins first prize at JCK Think Tank

Holojem wins first prize at JCK Think Tank

Jewelers Mutual, Excelion Partners team up for 3D projection aimed at creating customized jewelry store experiences

(NEENAH, Wis.) - Holojem™, a Jewelers Mutual Insurance Company partnership with Excelion Partners, won first prize at JCK Las Vegas’ Thi...

Readmore

Loading...

What's New

Hoover & Strong introduces white label diamond auction services

Hoover & Strong introduces white label diamond auction services

Hoover & Strong has announced a new white label auction service called myAuction™. This is an innovative service offered to jewelry retailers nationwide, allowing them to offer their own online auction service where their customers can sell their...

Readmore

Loading...

Featured Articles

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 ahead?

“So far 2016 has been very strong for us. I’m very happy how things are going with our strongest sales in bridal jewelry and custom. Bridal got a significant boost when we began advertising long-...

Readmore

Loading...

Latest News

JBT Special Alert

4 DAYS AGO

Due to continued fraudulent ordering schemes, the Jewelers Board of Trade (JBT) would like to once again draw your attention to the following advice to assist you in avoiding being scammed by unscrupulous operators posing as legitimate jewelers.

Readmore

Will Brexit Send Gold to $1,400

12 DAYS AGO
Will Brexit Send Gold to $1,400

Gold could climb as high as $1,400 a troy ounce if British residents vote to exit the European Union in a June 23 referendum, analysts at Capital Economics said.

A British exit from the EU would, by itself, not be a big deal, as the U.K. is likely to remain a member of the European Union for another ...

Readmore

JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

4 DAYS AGO
JCK Las Vegas, LUXURY and JIS Exchange glistened during a sweltering week in the desert

(NORWALK, Conn.) - Going out with the heat, JCK Las Vegas concluded its 26th edition on Monday, June 6. The show welcomed the best of the best in the jewelry industry with over 2,400 exhibiting brands and manufacturers, as well as an abundant lineup of industry networking opportunities and informativ...

Readmore

Jewelers for Children celebrates 18 years, honors Stuart Lee and Dennis Ulrich

12 DAYS AGO
Jewelers for Children celebrates 18 years, honors Stuart Lee and Dennis Ulrich

(NEW YORK) - On June 5, 2016, Jewelers for Children (JFC) held the 18th Annual Facets of Hope event in Las Vegas at the Mandalay Bay Resort and Casino. The charity announced that $3.1 million had been raised to support their charity partners in the year ahead and that since 1999 $51.4 million had bee...

Readmore

Holojem wins first prize at JCK Think Tank

12 DAYS AGO
Holojem wins first prize at JCK Think Tank

Jewelers Mutual, Excelion Partners team up for 3D projection aimed at creating customized jewelry store experiences

(NEENAH, Wis.) - Holojem™, a Jewelers Mutual Insurance Company partnership with Excelion Partners, won first prize at JCK Las Vegas’ Think Tank on Sunday, June 5.

Think Tank, an event hel...

Readmore

IGI named Curator-at-Large for Museum of Named Diamonds

19 DAYS AGO

(NEW YORK) - The International Gemological Institute (IGI) announced its designation as Curator-at-Large for the Museum of Named Diamonds, a non-profit organization established by the jewelry industry to serve as a single registry for the world’s named diamonds.

Readmore

Hoover & Strong introduces white label diamond auction services

4 DAYS AGO
Hoover & Strong introduces white label diamond auction services

Hoover & Strong has announced a new white label auction service called myAuction™. This is an innovative service offered to jewelry retailers nationwide, allowing them to offer their own online auction service where their customers can sell their jewelry items to industry qualified buyers. The s...

Readmore

Thorsten Jewelry expands line of inlaid exotic hardwood bands

4 DAYS AGO
Thorsten Jewelry expands line of inlaid exotic hardwood bands

(LONG BEACH, Calif.) - Thorsten Jewelry, a leading manufacturer of alternative metal wedding bands for men and women, is proud to launch new models of wedding bands inlaid with exotic hardwoods. Due to the popularity of using natural materials in rings, Thorsten reports exotic hardwood inlaid rings h...

Readmore

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.


Columnist



Media Kit