Another technique that has made thousands and thousands of additional sales and profit dollars for numerous retail jewelers is the Add-On Checklist or the Customer Checklist. I actually discovered this technique in a computer store when I was purchasing computers for my office. On top of one of the computer displays the store had a brochure that asked “For Your Computer, Did You Remember?”
The add-on checklist is an outstanding tool that you can use to help you fulfill your prospect’s needs. I believe that you should develop a form or a brochure that you can hand to your customer. The brochure should detail all the additional items that they will need to purchase in order to complete the buying experience or situation. Since discovering the technique I have seen it used in everything from a computer store to a sporting goods store. The question for you is, how can you use it in the jewelry industry? You will be amazed at how a customer will look at the items on the list and sell additional items to themselves. All you will have to do is guide the customer through the purchases.
Should you be buying a new computer and the salesperson gave you the preceding list, would you go through the list and buy the additional items that you will need to complete your needs? Should your son or daughter come to you and tell you that they want to play soccer and you go to a sporting goods store to buy the soccer uniform, would you buy the additional items that he/she needs to play soccer? In all likelihood the answer in many cases would be “yes”!
In the jewelry industry the concept is to develop a “Wedding Party Checklist.” When engagement ring customers come into the store have a checklist that you can hand them that details all the additional items that the customer may need to purchase in the near future. My suggestion is develop a tri-fold brochure using linen card stock, wedding invitation paper. On the front cover is your store’s name and “Wedding Party Checklist.” On the inside front cover is listed all of the people for whom the couple will need to buy gifts. Include the groom, bride, best man, maid of honor, etc. The last time I counted there are as many as twenty people that should be listed.
On the next two panels are listed all the gift items that you carry in your store divided into the various price ranges. In other words have a list of items in the $20 to $29.99 range, then the $30 to $49.99 range and so on. On the back panel of the brochure give the customer a little company history or tell a little bit about your store and company. I have even seen where some jewelers will put discount coupons inside the brochure for the purchase of various gift items. For example, develop a coupon for 15% off on pearls for the bride and another coupon for 15% off on a watch for the groom.
While you may not sell the gifts at that moment, I assure you that the bride will carry the list with her from the day she picks it up until the day all the gifts have been purchased, checking off the people as time goes on. The bride will then be exposed to your name and brochure for months at a time. You may not get the sale on all of the gifts, but you will get a substantial portion of the purchases and free advertising for months into the future.
The bride and groom will appreciate the checklist, and your bottom line sales will appreciate it, too. Look at the various categories in your store and determine if there are other areas of the store that can use the same type of sales generating tool. Could the gift department or other collectibles use a similar checklist? How about the repair department?
This is a simple tool that will add huge numbers to your sales. It could be compared to the grocery store shopping cart. Grocery stores give you a cart so you can add-on to yourself. Have a simple checklist prepared so your customers can add-on to themselves.
Another even more sophisticated method to add-on is called the Double Reverse. This strategy can be used to bump up the sale from a minor purchase to a major purchase. The Double Reverse is a method where the presumption is made that the main item to be purchased is a given and the additional items are introduced. As with all other add-on techniques this method has to be introduced and presented as a customer service. If the customer doesn’t feel as though you are providing him/her with a customer service the technique may be perceived as being pushy and aggressive. As with any selling technique the key is in the approach - use colorful words, enthusiasm and a positive attitude while the technique is delivered.
The Double Reverse may sound like:
A couple comes in to look for an engagement ring. The salesperson should say something along the lines of: “That is fabulous, not only can we take care of the engagement ring, but I would love to show you our selection of wedding bands and terrific gift items for the wedding party as well.”
A man comes in to look for a holiday gift for his wife and says, “I’m looking for a Christmas gift for my wife.” To which the salesperson should respond: “I will be more than happy to help you in selecting a Christmas gift, and while you’re here I would love to show you some fabulous gift items that we have for others on your holiday gift giving list, or even a Valentine’s Day gift for your wife.”
Another example would be a customer comes in for a watch battery. The salesperson should say: “I’ll be more than happy to replace your watch battery. While the jeweler is replacing the battery I’d love to show you new merchandise that we feel is going to be very popular this holiday season. I’d love to see what you think.”
If they say “yes” you are well on your way to bumping up the sale from a minor purchase to a major purchase. As with closing the sale, in many cases if you don’t ask you will never know. Customers will appreciate your effort when approached in a positive customer service driven manner. Even if the customer doesn’t buy the additional item at the time, at the very least you have planted a seed for a future purchase.
Next month we will start to discuss the process of Saving Sales through the objection handling process.
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