Last updateTue, 17 Apr 2018 11pm

How well do you know your customers?

One of the most overlooked principles of business is that all customers thrive on attention. If your customers feel special, then they will come back into your store time, after time, after time.

But how is this accomplished with so many clients? It's easy.

In this article I will address how important gathering simple information can be to your business.

Let's start by visiting a major rule in sales: "The foundation of every customer relationship is dictated by the sales associate."

That is so important that I will repeat it: "The foundation of every customer relationship is dictated by the sales associate."

It's up to you to set the tone and the depth of your relationship. And asking the right questions is the way to create a wonderful connection. Here's how to do it:
In one of my past articles I talked about how important it is to know the basic details of your clients' lives though questioning. Their visit into your store is a perfect opportunity to gather information about their birthday, anniversary, or the graduation date of their children. That information is a potential sale just waiting to occur. I want to make sure you are taking advantage of that knowledge.

Keeping information on all of your clients is one of the most professional practices in sales. The world's most successful sales people know the details of their customers' lives.

This information can be kept on index cards, through computer software, or in notebooks. I suggest keeping it very simple by writing down your clients' information as soon as they leave the store - while it is still fresh in your mind.

Now that you have the information - use it! Write them a note a few weeks before an event in their lives. Send a photo of the latest piece of jewelry you know their spouse would love for their birthday.

Do you do this? You should. It will change your business.
You must take an active roll in your interaction with your clients. Remember that it is up to you to set the tone and depth of your customer relationships. By asking simple questions during your conversations, then jotting down their information you will create more sales and better relationships with your valued customers!

Ivan Levi is celebrating his 26th year in the jewelry industry. He is president of Ivan Alan jewels® and Ivan Alan SolutionsTM. His dynamic sales training seminars are attended throughout the country at trade shows and in-store meetings. To contact Ivan for seminar information, call 800-235-1918.