07302015Thu
Last updateWed, 29 Jul 2015 8pm
Padgett elected President of NC Jewelers Association

Padgett elected President of NC Jewelers Association

The North Carolina Jewelers Association (NCJA) ann...

Schnack’s Fine Jewelry turns 150

Schnack’s Fine Jewelry turns 150

Not many jewelry retailers can say their store ope...

From Vicenza with Love: At Oro International, Italian family values shine

From Vicenza with Love: At Oro International, Italian family values shine

Fifty years ago, Qurino Ruzza, with 20 years as a ...

Mason-Kay Jade to make Atlanta Jewelry Show debut

Mason-Kay Jade to make Atlanta Jewelry Show debut

Mason-Kay Jade has been a leading fine jade jewelr...

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JewelryCADTraining.com offers affordable CAD training online

(FORT MYERS, Fla.) - Glaser CAD CAM Advisers LLC is pleased to announce, JewelryCADTraining.com, jewelry specific CAD (Computer Aided Design) training ...

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China finally says how much gold it has, but nobody believes it

1 DAY AGO
China finally says how much gold it has, but nobody believes it

China released data on its gold holdings for the first time in about six years, but investors say the guessing game about the country’s actual inventory continues.

The People’s Bank of China on Friday published figures on its gold reserves for the first time since 2009. Its official gold reserves stood...

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Distinct points of view and a broad product range define JA New York Summer 2015

1 DAY AGO

Retailers express enthusiasm for both product and environment

(NEW YORK) - The JA New York Summer show, held July 26 - 28th at the Jacob Javits Center, was host to an astounding breadth of product offerings in a serene and welcoming environment. Architectural or personalized pieces on display in the d...

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Atlanta Jewelry Show welcomes 12 new designer brands to Point of View: A Designer Gallery for August edition

20 HOURS AGO
Atlanta Jewelry Show welcomes 12 new designer brands to Point of View: A Designer Gallery for August edition

(ATLANTA) - The Atlanta Jewelry Show caps off its year-long 65th anniversary celebration with a growing roster of fresh new resources for jewelers to explore during the August 8-10, 2015 edition at the Cobb Galleria Centre. Topping the list are 12 innovative designer brands that will join the ranks o...

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From Jewels to Tools: Ivan Levi to speak on enhancing business practices at RJO Show in August

1 MONTH AGO
From Jewels to Tools: Ivan Levi to speak on enhancing business practices at RJO Show in August

(HIGHLAND PARK, Ill.) - The jewelry industry has seen changes in the way business is being done since the advent of the Internet, and especially since the economic downturn began in 2007. Ivan Levi’s quest to find answers to questions about these changes led him to discover how one specific, yet easy...

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Elemetal® announces strategic name changes to reflect broad range of precious-metals services

1 DAY AGO
Elemetal® announces strategic name changes to reflect broad range of precious-metals services

(DALLAS) - Elemetal, LLC, one of the largest American-owned precious metals conglomerates, announced strategic name changes to its subsidiaries to better reflect their membership within the Elemetal family of precious-metals companies, and their industry-leading range of products and services.

Elemeta...

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Padgett elected President of NC Jewelers Association

1 MONTH AGO
Padgett elected President of NC Jewelers Association

The North Carolina Jewelers Association (NCJA) announced that Brad Padgett, an independent jeweler and native of Jacksonville, North Carolina, is the new president of the statewide association. His two-year term of office as the organization’s president began May 16.

Padgett graduated with a B.S.B.A....

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JewelryCADTraining.com offers affordable CAD training online

1 DAY AGO

(FORT MYERS, Fla.) - Glaser CAD CAM Advisers LLC is pleased to announce, JewelryCADTraining.com, jewelry specific CAD (Computer Aided Design) training is now open for business.

JewelryCADTraining.com is offering elementary to cutting-edge training on newer and older versions of Matrix, Rhino, Magics a...

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Lafonn debuts Asscher Cut Collection

7 DAYS AGO
Lafonn debuts Asscher Cut Collection

(CYPRESS, Calif.) - Lafonn raised the stakes in Las Vegas and debuted a new collection featuring today’s hottest diamond cut: the Asscher.

Originally designed in 1902, the Art Deco-styled rectilinear diamond cut is having a modern-day renaissance. Lafonn adds its signature style to the Asscher Cut Sim...

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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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