Last updateThu, 08 Dec 2016 10am


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.

Give your customers your complete attention

I believe that jewelry customers will tell you everything that you need to know in order to develop a relationship, close the sale, and sell additional merchandise if you just pay attention.  In other words, give your customers your complete, undivided attention. The ability to listen to, and actually hear what the customer is saying is probably the finest selling technique that a salesperson could learn.  There is nothing more important than listening to a customer.  There is nothing more important to a customer than being heard.

Duct Tape!

My father-in-law was notorious for always having a roll of duct tape handy.  He believed that with duct tape, a hammer, and a screwdriver you could fix anything.  He had a roll of duct tape in his car, his tool shed, his junk drawer, at his workbench and in his basement.  He would duct tape a radiator hose, the handle on a rake, his lawn mower, cracked windows, the wheel on the barbecue, electric wires, the flue on the chimney, even the Christmas Tree - you name it. If it needed repair, duct tape wouldn’t be far away.  For the most part the fixes were temporary and only lasted a day or two at best.

The most important statistics in sales?

Especially now, with the economy as it is, it is vital that a jewelry store be managed based on factual information.  No longer can we afford to run the business based on our opinion of what needs to be done to maintain or increase sales.  In jewelry retailing, or all retail for that matter, there are three vital numbers owners and managers need to know in order to increase sales and profits.  The three numbers are Traffic Count, Average Sale, and Closing Ratio.

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