02282015Sat
Last updateFri, 27 Feb 2015 8am
KDM is preferred jewelry showcase supply partner for Stuller

KDM is preferred jewelry showcase supply partner for Stuller

(CINCINNATI) - Stuller, one of the world’s largest ...

Richline announces partnerships with “wearable technology” companies

Richline announces partnerships with “wearable technology” companies

Forms alliance with CUFF  and Omate ®              ...

#NFC Pearl from Galatea gives jewelry a voice

#NFC Pearl from Galatea gives jewelry a voice

Patented Momento Pearl   saves your precious moment...

Texas Institute of Jewelry Technology holds awards ceremony

Texas Institute of Jewelry Technology holds awards ceremony

An awards and recognition ceremony was recently he...

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The Professional Appraisal Practice

This article is in response to Mr. Koehler’s articles in the December and January issues of this publication entitled “Appraising jewelry my way”.

Valu...

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Industry Events

On The Move

AGTA announces Board of Directors election results

(DALLAS) - The American Gem Trade Association (AGTA) announced the results of it’s annual AGTA Board of Directors election. Bruce Bridges, of Bridges T...

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RapNet launches new Android app

(NEW YORK) - RapNet has announced the release of a new mobile app for Android, following the successful launch of their iPhone app.

The app allows RapNe...

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Featured Articles

Richmond jewelers join again to support children’s hospital

Richmond jewelers join again to support children’s hospital

(RICHMOND, Vir.) - Ten of Richmond, Virginia’s most distinguished retail jewelers gathered at the 51st Children’s Hospital Foundation Ball at the Count...

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Latest News

The Professional Appraisal Practice

26 DAYS AGO

This article is in response to Mr. Koehler’s articles in the December and January issues of this publication entitled “Appraising jewelry my way”.

Valuation & Appraisal science for personal property, including gems and jewelry, is now in its 4th decade of long-standing, but continually developing...

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More on appraising

26 DAYS AGO

It is with great interest that I read Chuck Koehler’s article about appraising - well, more really about how he appraises.  Today, appraising is no longer considered an added value for jewelry stores -give-them-an-appraisal-higher-than-the-amount-they-paid-’cause-it-will-make-them-feel-good-and-they...

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New! FREE Pre-Show Exhibtor Educational Seminar

7 DAYS AGO
New! FREE Pre-Show Exhibtor Educational Seminar

Take a break from booth set-up to brush up on some quick and easy marketing tools that promise to build your business.

As part of our 65th Anniversary celebration, the Atlanta Jewelry Show puts a special spotlight on one of the show's hallmarks -- education. In addition to the full roster of retail-o...

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U.S. Antique Shows partners with the Rapaport Group

26 DAYS AGO

Rapaport to sponsor four U.S. Antique Shows in 2015

(NAPLES, Fla.) - U.S. Antique Shows, producer of several highly anticipated antique events, recently announced their latest partnership agreement with the Rapaport Group. The Rapaport Group is an international network of companies providing added val...

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AGTA announces Board of Directors election results

26 DAYS AGO

(DALLAS) - The American Gem Trade Association (AGTA) announced the results of it’s annual AGTA Board of Directors election. Bruce Bridges, of Bridges Tsavorite, and Jeffrey Bilgore, of Jeffrey Bilgore, LLC, were both re-elected to the Board; and Charles Carmona, Guild Laboratories, and Robert Van Wag...

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Richline announces partnerships with “wearable technology” companies

26 DAYS AGO
Richline announces partnerships with “wearable technology” companies

Forms alliance with CUFF  and Omate ®                              

Richline Brands and CUFF™, a Bay-area based, connected jewelry company, have announced a partnership agreement for the exclusive distribution of CUFF products. The partnership is designed to fundamentally bridge the function and fashi...

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RapNet launches new Android app

26 DAYS AGO

(NEW YORK) - RapNet has announced the release of a new mobile app for Android, following the successful launch of their iPhone app.

The app allows RapNet members to conduct their business on the go, and stay on top of the market wherever they are. The app includes advanced searches, saved searches and...

Readmore

#NFC Pearl from Galatea gives jewelry a voice

26 DAYS AGO
#NFC Pearl from Galatea gives jewelry a voice

Patented Momento Pearl   saves your precious moments in a pearl

(SAN DIMAS, Calif.) - The NFC-empowered Momento Pearl™ from Galatea: Jewelry by Artist is a cultured pearl containing near field communication (NFC) technology, allowing a user to create a tailored voice message that can be played when the...

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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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