08252016Thu
Last updateTue, 23 Aug 2016 8pm
Retailers “ready to buy” at the Atlanta Jewelry Show

Retailers “ready to buy” at the Atlanta Jewelry Show

The doors of the Atlanta Jewelry Show opened to mo...

Jeweler helps staff with gun safety training

Jeweler helps staff with gun safety training

Sales and support staff in jewelry stores across t...

Kentucky Jeweler identifies credit card scam

Kentucky Jeweler identifies credit card scam

One occurrence is an anomaly. Two instances of a p...

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Industry Events

JIS to relocate to Ft. Lauderdale during Miami Beach Convention Center renovation

(NORWALK, Conn.) - Jewelers International Showcase (JIS) provides the jewelry industry with three impressive buying and selling opportunities each year at the Miami Beach Convention Center - JIS Miami January, JIS Miami April and JIS Miami October (Oc...

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On The Move

24 Karat Club SEUS inducts new members

24 Karat Club SEUS inducts new members

The 24 Karat Club Southeastern United States (24K Club SEUS) welcomed two new members at their Forty-Second Annual Banquet held at the Atlanta Country Club on August 6. The 24K Club Class of 2016 includes Stark Harbour, owner Southern Jewelry Insuran...

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What's New

HOLLIS BAHRINGER expands line of men’s designer jewelry

HOLLIS BAHRINGER expands line of men’s designer jewelry

(NORWALK, Conn.) - HOLLIS BAHRINGER, a leading manufacturer of contemporary metal men’s jewelry is proud to announce the release of six new collections to its assortment. Adding both natural white diamonds and black diamonds, this season’s additions b...

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Featured Articles

Retailer Roundtable: What are the biggest challenges facing today’s independent retail jeweler?

Retailer Roundtable: What are the biggest challenges facing today’s independent retail jeweler?

Q: What are the biggest challenges facing today’s independent retail jeweler?

“As an independent retail jeweler we are constantly facing many challenges ranging from competing big box stores, other independent jewelers, a declining consumer interest i...

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Latest News

Lockheed Martin Files Patent to 3D-Print Diamonds

1 DAY AGO
Lockheed Martin Files Patent to 3D-Print Diamonds

Aerospace company Lockheed Martin filed a patent for making synthetic diamonds from 3D printing.

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Digging underway in search for “Nazi Gold Train”

1 DAY AGO
Digging underway in search for “Nazi Gold Train”

WALBRZYCH, Poland — A group of explorers has begun digging in southwestern Poland in a quixotic search for a buried Nazi train said to be filled with stolen gold, gems and artworks — despite experts’ doubts that the train even exists.

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JIS to relocate to Ft. Lauderdale during Miami Beach Convention Center renovation

1 DAY AGO

(NORWALK, Conn.) - Jewelers International Showcase (JIS) provides the jewelry industry with three impressive buying and selling opportunities each year at the Miami Beach Convention Center - JIS Miami January, JIS Miami April and JIS Miami October (October being the 2nd largest jewelry trade show in ...

Readmore

Retailers “ready to buy” at the Atlanta Jewelry Show

15 DAYS AGO
Retailers “ready to buy” at the Atlanta Jewelry Show

The doors of the Atlanta Jewelry Show opened to models draped with pearls, welcoming buyers to a bright show floor brimming with new products and collections from first-time and long-time vendors. Held from August 6 to 8 at the Cobb Galleria Centre, the show’s robust agenda of events included educat...

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24 Karat Club SEUS inducts new members

8 DAYS AGO
24 Karat Club SEUS inducts new members

The 24 Karat Club Southeastern United States (24K Club SEUS) welcomed two new members at their Forty-Second Annual Banquet held at the Atlanta Country Club on August 6. The 24K Club Class of 2016 includes Stark Harbour, owner Southern Jewelry Insurance and Michael Lebowitz, Director of Jewelry White...

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IDD named Leading Jewelers Guild “Vendor of the Year”

8 DAYS AGO
IDD named Leading Jewelers Guild “Vendor of the Year”

IDD Jewelry of New York, an industry leader in basic diamond jewelry and bridal programs, was recently honored as the “2016 Vendor of the Year” by the Leading Jewelers Guild. As voted by the members of the group, the award recognizes excellence in customer service and innovative product. Already the...

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HOLLIS BAHRINGER expands line of men’s designer jewelry

1 DAY AGO
HOLLIS BAHRINGER expands line of men’s designer jewelry

(NORWALK, Conn.) - HOLLIS BAHRINGER, a leading manufacturer of contemporary metal men’s jewelry is proud to announce the release of six new collections to its assortment. Adding both natural white diamonds and black diamonds, this season’s additions bring an ultra premium selection to the already exc...

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ASHI introduces Lovebright Essentials

1 DAY AGO
ASHI introduces Lovebright Essentials

Offers big look, great price on diamond basics

Studies have shown that basic styles account for as much as 50% of a jewelry store’s total sales. ​ASHI presents Lovebright Essentials, a new ​POS ​program focused on helping you showcase and sell more ​of these ​basic, fast turning, full margin styles​....

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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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