March 1998


It's as easy as 1-2-3

by Christine Anzell & Jack Levenson

Selling watches is as easy as 1) presentation; 2) education and 3) demonstration. Here's a closer look at each.

Present a watch with the same care you use with the finest diamonds - demonstrate to the customer the respect a fine timepiece commands:

  • Remove the plastic packing piece that often comes between the crown and the case.
  • Remove the clear plastic covering that often comes on the watch to protect the crystal.
  • If you display watches in their boxes, remove packing materials and place instructions and warranty information out of sight.
  • Set watches at 10:10 and pull out the crown. This not only preserves battery life, it generally allows the customer to read the brand name and other information appearing on the watch dial.
  • 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.


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