08242017Thu
Last updateWed, 23 Aug 2017 3pm
JA applauds removal of border adjustment tax from reform proposals

JA applauds removal of border adjustment tax from reform proposals

(NEW YORK) - Jewelers of America (JA) welcomed an a...

Jewelers’ affidavit reduces selling scams

Jewelers’ affidavit reduces selling scams

More than six years ago, a former employee targete...

Masters of Marketing - A century of sparkling insight - Part 3

Masters of Marketing - A century of sparkling insight - Part 3

Part III - Richter & Phillips, Cincinnati, OH

A...

Other News

IDEX Online reports jewelry sales strengthen in June

IDEX Online reports jewelry sales strengthen in June

(IDEX Online) – Sales of fine jewelry and fine watches rose by 5.8 percent in the U.S. market in June 2017, when compared to the same month a year ago, as the graph below illustrates.

Sales were an estimated $6.5 billion, according to preliminary data...

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Industry Events

RJO members buy with “Mile High Style”

RJO members buy with “Mile High Style”

Another successful Buying Show for RJO means big benefits for members

(DENVER) - In early August, the Retail Jewelers Organization (RJO) brought together over 1,200 members and vendors for their semi-annual buying show. This year’s theme was Mile High ...

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On The Move

24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

(ATLANTA) - The 24 Karat Club Southeastern United States, a prestigious organization of industry professionals representing leading members from the jewelry supplier sector, welcomed six new members and awarded eleven scholarships at their Forty-Third...

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What's New

Featured Articles

Retailers treat customers to impressive Rolex inventories, thanks to Zimbals’ website link

Retailers treat customers to impressive Rolex inventories, thanks to Zimbals’ website link

With the launch this month of Zimbals’ SwissWatchWholesale.com - the merging of SwissWatchPricing.com and SwissWatchServiceCenter.com - retail jewelers are finding it easier than ever to display hundreds of pre-owned Rolex watches on their websites.

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Latest News

IDEX Online reports jewelry sales strengthen in June

11 HOURS AGO
IDEX Online reports jewelry sales strengthen in June

(IDEX Online) – Sales of fine jewelry and fine watches rose by 5.8 percent in the U.S. market in June 2017, when compared to the same month a year ago, as the graph below illustrates.

Sales were an estimated $6.5 billion, according to preliminary data from the U.S. Commerce Department. The June sales...

Readmore

What can you realistically expect from your Going Out Of Business Sale?

11 HOURS AGO
What can you realistically expect from your Going Out Of Business Sale?

Of the many questions that come up when we initially meet with prospective clients, the one that we spend the most time - and analysis - answering is, “What can I expect from my sale?” After all, for many of our clients, the proceeds from their GOB represent the lion’s share of their retirement savi...

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RJO members buy with “Mile High Style”

11 HOURS AGO
RJO members buy with “Mile High Style”

Another successful Buying Show for RJO means big benefits for members

(DENVER) - In early August, the Retail Jewelers Organization (RJO) brought together over 1,200 members and vendors for their semi-annual buying show. This year’s theme was Mile High Style, and it was one to remember.

Readmore

Increased attendance and new elements spell success for the Fall 2017 Atlanta Jewelry Show

11 HOURS AGO
Increased attendance and new elements spell success for the Fall 2017 Atlanta Jewelry Show

(ATLANTA) - Attendees of the Fall 2017 Atlanta Jewelry Show enjoyed three days packed with new products, new inspirations and expert advice, and were introduced to new programs and services designed to keep attendees engaged and informed beyond the trade show experience.

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24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

11 HOURS AGO
24 Karat Club SEUS inducts new members, awards scholarships at annual Banquet

(ATLANTA) - The 24 Karat Club Southeastern United States, a prestigious organization of industry professionals representing leading members from the jewelry supplier sector, welcomed six new members and awarded eleven scholarships at their Forty-Third Annual Banquet held at the Atlanta Country Club o...

Readmore

John Ford continues award-winning streak with 2017 AGTA Spectrum Award

8 DAYS AGO
John Ford continues award-winning streak with 2017 AGTA Spectrum Award

(GALVESTON, Tex.) - John Ford triumphed again in two categories in the American Gem Trade Association’s 2017 Spectrum Awards. Ford won Platinum Honors in both the Evening Wear Division and the Business/Day Wear Division. The Spectrum Awards is said to be the Oscars of the jewelry industry - the most ...

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Ed Levin Jewelry introduces the new Twilight Collection

11 HOURS AGO
Ed Levin Jewelry introduces the new Twilight Collection

(CAMBRIDGE, N.Y.) - Ed Levin Jewelry’s new design collection, Twilight, explores the wonder of nightfall.

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Kindred Keepsake personalized jewelry with 3D engraving

11 HOURS AGO
Kindred Keepsake personalized jewelry with 3D engraving

Kindred Keepsake is excited to introduce 3D engraved images to their line of personalized jewelry. This comes after months of testing to create a perfect raised image that has a precise, eye-catching appearance. The most distinguished difference between these 3D engravings and standard image engravi...

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Furry friends on the job: Harley, of JR Brushert Jewelers

11 HOURS AGO
Furry friends on the job: Harley, of JR Brushert Jewelers

This is Harley, a 4 lb. yorkie who works with Deb Brushert at JR Brushert Jewelers in Wausau, Wisconsin. Harley is loved by customers, who often call to make sure he will be there on days they plan to come in to pick up repair work or such. Sometimes they even bring family/friends to meet him. He lo...

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Furry friends on the job: Kozzi of Norridge Jewelers

8 DAYS AGO
Furry friends on the job: Kozzi of Norridge Jewelers

Meet the hostess of Norridge Jewelers in Norridge, Illinois.  Kozzi has been greeting customers for seven years. She has made such an impression on her customers that they return bearing gifts - dog treats! She loves her job and puts a smile on the face of everyone she meets - whether in person or o...

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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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