With only 3 and a half years in the jewelry industry, I can hardly call myself an expert. However, one of the things that I do have experience with is the new buyer. Throughout my travels in the Southeast, I have had such a fulfilling opportunity to talk to a variety of stores. From small trade work shops, to large chain stores with dozens of locations; there is one thing that every store wants: More New Buyers!Many jewelers advertise, many jewelers network and many jewelers try new approaches to cater to the younger crowd to bring them into their store. There is however, one thing that stands out. One “mistake” I see many jewelers make when it comes to the new buyer - approach and attitude.
Please understand that I am not implying retail locations are rude to their customers, pass judgment or don’t know what they are doing. I am merely pointing out that when it comes to the new buyer, they tend to require a different way of being handled.
As a new buyer myself, as well as a young software representative, I have experienced many occasions where I felt condescended; where I felt like what I was saying was going in one ear and out the other. This, of course, is natural. It’s natural to look at a “newbie” and assume they need to be educated and helped.
The reality though is that the new buyer has already looked at 7-9 websites to see what they want. They care more about what looks good and not so much about “noble metals.” The reality is that the new buyer doesn’t mind waiting as long as it is what they want.
The new buyer may come in with spiked hair, facial piercings and questionable fashion. But at the end of the day, they are the buyers who are just getting married. They are the buyers who have disposable income, no kids and no stresses that come with home-ownership and getting children through college.
The question I have for you is: How do you treat the new buyer? Better yet, how does your sales staff treat the new buyer? Ask yourself this question and answer it honestly.
I know many of you may be thinking, “I treat them like any customer that walks through my door,” and that’s great; but, the problem with that is that they are NOT like any customer. They are a new generation of buyer.
This new generation of buyer goes online to customize something as simple as their shoes. They’ve been networking to thousands on their Facebook and blog accounts for nearly a decade. They know what they want and don’t want what you have - they want what they want.
My advice to you is to reach out to your friends, children, their friends and anyone else that fits this new generation of buyer and ask them what their grievances are when they go shopping. Chances are they don’t like being bothered by a sales person. They probably already know what they are looking for and are typically satisfied when they are able to get (or find) what they want.
This new generation of buyer does not want to be educated, they do not want to be corrected, they expect what they want and if you cannot provide it for them, they WILL go somewhere else.
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