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Coaching & selling value!

Years ago, when I started my career in retail I was required to read a book titled “Successful Shoe Salesmanship” by Dr. William Rossi. One statement from that book has stood out in my mind for over thirty years. The statement was: “Give your shoes a reason for being and you give your customer a reason for buying.” In other words, it is up to the salesperson to create value in the merchandise they are selling, whether the item is shoes, jewelry, furniture, electronics or space shuttles.

Wake up jewelry retailers!

It’s time to step it up or you may find yourself stepping aside! I say this with the highest degree of respect for the industry and the people within the jewelry industry. I believe in the independent retailer and the small businessperson of this country and want to pass along any knowledge to help them not only survive but to thrive.

Master your destiny: as a salesperson and as a sales manager

I believe that the finest salespeople look at their careers as an opportunity to build a business within a business.  A commissioned jewelry salesperson has the opportunity to make as much money as they want.  A salesperson can choose to be average, below average or exceptional.  The decision is solely that, a choice that each and every salesperson makes all on their own.  The only person that is holding them back from reaching their goals and aspirations, in many cases, is the person that looks back at them in the mirror every day.  As I stated, a commissioned jewelry salesperson can make all the money they want to and at the same time, someone else has all the expenses and the liabilities.  Thus, the following is my definition of a true sales professional.

Recruiting & hiring salespeople: Your people set you apart from the competition

Have you ever hired somebody that you felt was going to be a fabulous salesperson and they ended up stinking up the place and not working out? On the other hand have you ever hired somebody and settled for what you felt was a warm body, and they ended up being one of the best people you have ever hired? I am sure the answer is “yes” if you have hired any number of people for your business. Effective hiring has always, and will continue to be, one of the great mysteries. However, I know that the only thing that really separates one jewelry store from another is the people that they have dealing with and selling to their customers. The following are some points to help increase you chances of hiring the right person for your sales position.

Handling an upset customer

How do you handle an upset customer?  Not an easy question to answer and one that may depend upon extenuating circumstances.  However, I would say for the most part you should always refer to Customer Service Rule #1 that states, “The customer is always right” and Customer Service Rule #2 that states, “When the customer is wrong, refer to rule #1.”

Keep your eye on the target

It has been written and stated thousands of times that as much as 70% to 80% of a retail store’s sales volume comes from 20% to 30% of its customer base.  I absolutely believe this to be true.  What you don’t hear very often is that you are probably losing 25% – 30% of your customer base on an annual basis.

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