01202017Fri
Last updateTue, 17 Jan 2017 8pm
Retailer Roundtable: What is your outlook for the industry in 2017?

Retailer Roundtable: What is your outlook for the industry in 2017?

Q: What is your outlook for the industry in 2017?  

“...

Greg Lynn discovers art in the midst of struggle

Greg Lynn discovers art in the midst of struggle

When Greg Lynn’s parents were transferred from Nor...

Leading the state in estate jewelry

Leading the state in estate jewelry

Levy’s capitalizing on estate jewelry popularity

Es...

ASHI launches #LovebrightValentine Sweepstakes

ASHI launches #LovebrightValentine Sweepstakes

 

(NEW YORK) - After receiving a “fantastic response...

Jewelers Helping Jewelers

Jewelers Helping Jewelers

The Southern Jewelers Guild takes a look at the exp...

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Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

(NEW YORK) - Citizen Watch Company, Ltd., parent of Bulova Corporation and Citizen Watch Company of America has completed the integration of the two companies into one organization, Citizen Watch Company of America, Inc. The company will do business i...

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Industry Events

GIA’s colorful lineup at Tucson 2017 Gem Shows

GIA’s colorful lineup at Tucson 2017 Gem Shows

Alumni party, colored stone services, unique exhibits, expert talks and more

(CARLSBAD, Calif.) - GIA’s not-to-miss activities and services will enrich the visitor experience at the 2017 Tucson Shows, including an out-of-this-world alumni event, show s...

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On The Move

JA announces 2017 GEM Awards winners

JA announces 2017 GEM Awards winners

Jim Rosenheim receives Lifetime Achievement and Grace Fuller, Kay® Jewelers, Lucia Silvestri for BVLGARI and Patek Philippe win

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, h...

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What's New

New and unique, Love Universe hits the market with broad appeal

New and unique, Love Universe hits the market with broad appeal

Voyager Brands’ new line targets customers from teens to grandmothers

(AUSTIN, Tex.) - Something new, different, random, abstract - that’s Voyager Brands’ new Love Universe collection of earrings, rings, pendants, small necklaces and bracelets. It’s fu...

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Featured Articles

Female wounded warrior finds passion, career and calling in jewelry

Female wounded warrior finds passion, career and calling in jewelry

There are many paths to finding the right career. Most are predictable, but sometimes the path becomes clear only through adversity. Richard Branson, whose net worth of $4.9 billion makes him nearly 10 times wealthier than Queen Elizabeth II, dropped...

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Latest News

Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

2 DAYS AGO
Citizen Watch Company announces newly integrated company – Citizen Watch Company of America, Inc

(NEW YORK) - Citizen Watch Company, Ltd., parent of Bulova Corporation and Citizen Watch Company of America has completed the integration of the two companies into one organization, Citizen Watch Company of America, Inc. The company will do business in the Trade as Citizen Watch America.

Readmore

Jewelers of Louisiana opens application for funds to benefit jewelers impacted by Louisiana floods

2 DAYS AGO
Jewelers of Louisiana opens application for funds to benefit jewelers impacted by Louisiana floods

(NEW ORLEANS) - Over 100 people employed in the jewelry industry were impacted by the August floods in South Louisiana. Jewelers of Louisiana, a statewide organization representing over 1,500 employees, has established a fund to help anyone in the jewelry industry affected by the floods. Over $3,700 ...

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GIA’s colorful lineup at Tucson 2017 Gem Shows

2 DAYS AGO
GIA’s colorful lineup at Tucson 2017 Gem Shows

Alumni party, colored stone services, unique exhibits, expert talks and more

(CARLSBAD, Calif.) - GIA’s not-to-miss activities and services will enrich the visitor experience at the 2017 Tucson Shows, including an out-of-this-world alumni event, show service laboratory, fascinating exhibits, expert ta...

Readmore

Bangkok Gems & Jewelry Fair coming in February

16 DAYS AGO
Bangkok Gems & Jewelry Fair coming in February

The Department of International Trade Promotion (DITP), the Ministry of Commerce of the Royal Thai government has extended an invitation for U.S. jewelers to visit the upcoming 59th Bangkok Gems & Jewelry Fair 2017. The Fair will be held February 22-26, 2017 at the IMPACT Exhibition & Conven...

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JA announces 2017 GEM Awards winners

2 DAYS AGO
JA announces 2017 GEM Awards winners

Jim Rosenheim receives Lifetime Achievement and Grace Fuller, Kay® Jewelers, Lucia Silvestri for BVLGARI and Patek Philippe win

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, held their 15th annual GEM Awards on Friday, Januar...

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Stuller commits to promoting health and wellness in Louisiana

8 DAYS AGO
Stuller commits to promoting health and wellness in Louisiana

Company designated as a top-level WellSpot

(LAFAYETTE, La.) - Stuller is proud to announce that they have been named a level one WellSpot by Well-Ahead Louisiana, an initiative started by the Louisiana Department of Health.

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New and unique, Love Universe hits the market with broad appeal

2 DAYS AGO
New and unique, Love Universe hits the market with broad appeal

Voyager Brands’ new line targets customers from teens to grandmothers

(AUSTIN, Tex.) - Something new, different, random, abstract - that’s Voyager Brands’ new Love Universe collection of earrings, rings, pendants, small necklaces and bracelets. It’s fun and enticing to women of all ages.

Retail prices ...

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MJSA launches Council of Custom Jewelers as part of new Custom Design program

8 DAYS AGO
MJSA launches Council of Custom Jewelers as part of new Custom Design program

MJSA, a trade association dedicated to professional excellence in jewelry making and design, has introduced the MJSA Council of Custom Jewelers as part of a wide-ranging program to advance the art and consumer appreciation of custom jewelry design.

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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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