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Last updateTue, 25 Apr 2017 11pm
GA jeweler fosters, develops jewelry designing talent

GA jeweler fosters, develops jewelry designing talent

When Douglas Meadows was looking to phase out PAND...

Libby Brown named new Executive Director of Atlanta Jewelry Show

Libby Brown named new Executive Director of Atlanta Jewelry Show

Carol Young steps down after 20 years  

(ATLANTA) - T...

Retailer Roundtable: What was your most successful Mother’s Day promotion?

Retailer Roundtable: What was your most successful Mother’s Day promotion?

Q: What was your most successful Mother’s Day prom...

Voyager Brands up and running with bright ideas, creative new brands

Voyager Brands up and running with bright ideas, creative new brands

When Shreyansh Shah arrived from India, he was loo...

Other News

PGI takes a look at breathtaking and iconic platinum engagement rings

PGI takes a look at breathtaking and iconic platinum engagement rings

Royalty and Hollywood celebrities are known for gifting their betrothed with the most opulent and exquisite platinum engagement rings. From Queen Elizabeth’s solitaire diamond to Elizabeth Taylor’s 29.4-carat diamond, these baubles were all set in pl...

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Industry Events

Jewelers for Children to celebrate 5th annual Rings of Strength

Jewelers for Children to celebrate 5th annual Rings of Strength

The fifth edition of the popular Jewelers for Children Rings of Strength will be held on Sunday, June 4, at Mandalay Bay Resort Casino in Las Vegas, NV.  The very popular event includes options for a 5K walk or run, a 50K challenging bike ride in the...

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On The Move

Kim International appoints new Sales Manager for Midwest region

Kim International appoints new Sales Manager for Midwest region

Kim International Manufacturing, L.P. is pleased to announce that Bill Reilly has been appointed as their new Upper-Midwest Region Sales Manager. He will be covering the states of Minnesota, Iowa, Wisconsin, North and South Dakota. Bill brings 30 plu...

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What's New

Gesswein introduces the PUK4c welder with SM03 Scope

Gesswein introduces the PUK4c welder with SM03 Scope

The PUK4c precision welder is a compact and versatile TIG impulse welder. Fine and minute welds are carried out under a 10x welding microscope (SM03 Microscope). Very close to laser welding, the PUK4c allows the exact positioning of small, stable spo...

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Featured Articles

Stuller, Inc. wraps up annual Bench Jeweler Workshop

Stuller, Inc. wraps up annual Bench Jeweler Workshop

Jyothi Forman walks away with overall win

(LAFAYETTE, La.) - Stuller hosted their annual Bench Jeweler Workshop this past weekend welcoming more than 200 jewelers from across the country to its global headquarters in Lafayette, Louisiana.

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Latest News

PGI takes a look at breathtaking and iconic platinum engagement rings

3 DAYS AGO
PGI takes a look at breathtaking and iconic platinum engagement rings

Royalty and Hollywood celebrities are known for gifting their betrothed with the most opulent and exquisite platinum engagement rings. From Queen Elizabeth’s solitaire diamond to Elizabeth Taylor’s 29.4-carat diamond, these baubles were all set in platinum, a highly secure setting for their valuable...

Readmore

Origin of gold stash found in piano remains a mystery

3 DAYS AGO
Origin of gold stash found in piano remains a mystery

LONDON (AP) —  British officials say they've been unable to trace the rightful heirs to a trove of gold coins found stashed inside a piano and worth a "life-changing" amount of money.

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Jewelers for Children to celebrate 5th annual Rings of Strength

3 DAYS AGO
Jewelers for Children to celebrate 5th annual Rings of Strength

The fifth edition of the popular Jewelers for Children Rings of Strength will be held on Sunday, June 4, at Mandalay Bay Resort Casino in Las Vegas, NV.  The very popular event includes options for a 5K walk or run, a 50K challenging bike ride in the scenic foothills of Red Rock Valley, or a street ...

Readmore

New jewelry show planned for Midwest

17 DAYS AGO
New jewelry show planned for Midwest

New Horizons Jewelry Show to be held August 19-21

Jewelry manufacturers, retailers and other industry professionals will come together for the launch of a new event this August in Columbus, Ohio. “The New Horizons Jewelry Show is the only show serving the Midwest and will feature more than 250 booths...

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Kim International appoints new Sales Manager for Midwest region

3 DAYS AGO
Kim International appoints new Sales Manager for Midwest region

Kim International Manufacturing, L.P. is pleased to announce that Bill Reilly has been appointed as their new Upper-Midwest Region Sales Manager. He will be covering the states of Minnesota, Iowa, Wisconsin, North and South Dakota. Bill brings 30 plus years of experience calling on the independent j...

Readmore

Jewelers of America expands IDEX partnership

10 DAYS AGO
Jewelers of America expands IDEX partnership

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, has expanded its partnership with IDEX, the International Diamond Exchange.

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Gesswein introduces the PUK4c welder with SM03 Scope

3 DAYS AGO
Gesswein introduces the PUK4c welder with SM03 Scope

The PUK4c precision welder is a compact and versatile TIG impulse welder. Fine and minute welds are carried out under a 10x welding microscope (SM03 Microscope). Very close to laser welding, the PUK4c allows the exact positioning of small, stable spot-welds or welds in hard-to-get-to or deep lying p...

Readmore

Ed Levin Jewelry introduces Summer Dance Collection

3 DAYS AGO
Ed Levin Jewelry introduces Summer Dance Collection

(CAMBRIDGE, N.Y.) - Ed Levin Jewelry, shaping American design since 1950®, invites you to get in a summer mood with Summer Dance, Ed Levin Jewelry’s latest collection of new designs.

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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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