Display similar watches together. Separate women's from men's (except
his-n-hers sets), leather straps from metal bands, steel from gold and
black dials from white dials. If customers know what they want, they'll
be pleased to see the choices grouped together. If they're is not sure
about specific desires, browsing will be much easier with the choices arranged
in an organized manner.
Nothing appears less professional to a customer than a sales associate
who can't demonstrate a timepiece - or at the very least enumerate its
features. If you're a recently hired salesperson, take the time to educate
yourself on every watch in your selection. Not only should you know what
benefits the watch offers its wearer, you should be aware of what function
each button performs, how to set the time and date, and something about
the manufacturer and the warranty.
If you're a seasoned vet, you're no doubt checking out each new watch
when it arrives and learning how to demonstrate and talk about it impressively.
You can't effectively sell a watch (or any other item in your store, for
that matter) if you don't remove it from the showcase. Take the timepiece
out (and out of its box as well if that's how it's displayed), momentarily
caress it with your polishing cloth (to remove fingerprints, glance at
the price and features and demonstrate your respect for the piece) and
place it on the customer's wrist. If it's a gift-purchase for the opposite
gender and you happen to be that opposite gender, model it for your customer.
If need be, recruit a colleague to do the modeling.
If you've probed for information properly, you have a good indication
of the customers' needs regarding the particular watch. Enthusiastically
describe and demonstrate the benefits of the timepiece that will fulfill
their needs (the more romance and the less technical information you use,
the more successful you'll be) and you'll be on your way to an easy sale.
Finally: Ask For the Sale!
When you recognize a buying signal ("He'll love it!" or "It'll
look great on her" or "It seems to have the functions I've been
looking for,"), say something like "Would you like to wear it
or shall I wrap it for you?" or "Will that be on your account
or will you be paying cash?" or "What would you like to engrave
on the back?"
Enjoy your commission, but - more importantly - enjoy the pleasure you've
provided your customer by offering him or her a professional presentation
and a fine timepiece that may become an heirloom or the answer to a dream.
Christine Anzell and Jack Levenson are sales trainers and consultants
exclusively for the retail fine jewelry industry. For information on their
sales seminars, training manuals or copyright jewelry-specific client recordkeeping
books and clientele-building programs, contact them at P.O. Box 46801,
Las Vegas, NV 89114; (800) 887-8902. Copyright © 1998 by Bond Communications.