For Your Staff:Selling Skills

Create loyal customers by explaining why certain jewelry styles complement them better than others

by Calla Gold

Years ago at a Chamber of Commerce mixer, a woman in the fashion industry complimented me on the jacket I wore. She didn't say simply "I like your jacket." Instead, she explained why the style complemented my body shape and how the material and shade flattered my complexion and hair color. I can't remember who the guest speaker was, much less what he spoke about. But I'll never forget the impression this woman made on me.

She was unquestionably a professional and opinion-leader in her field. I absorbed her every word. But more than integrating her fashion advice into my wardrobe, I incorporated her "consulting" technique into selling jewelry.

From that moment I knew I would become more than a jewelry salesperson. I would transform myself into a jewelry consultant!

Competent Consultant
This didn't mean I would give up selling jewelry – far from it. But as a consultant, I would now give expert and competent advice as well.

Quality construction is always important in a piece of jewelry. But of even more import to a customer is how the piece complements and makes her look better. If you can tell a customer why a piece of jewelry looks good on her, you come away smelling like a rose and looking like a true professional.

What does a woman look for when she tries on a dress? She wants to know why it makes her waist look smaller and why the hemline makes her legs look shapelier. She wants to know whether it draws attention to a particular feature and why. She wants to know whether it will make the right impression at the office or whether it's something to wear on Saturday nights. When your customer tries on a piece of jewelry, the concept is the same.

Instead of telling her simply that a particular ring looks good on her, tell her the marquise style beautifully elongates her fingers and makes her hands look younger and more feminine.

Sure, a customer wants to know the difference between a Victorian herringbone chain and a heavy box chain. But she also wants to understand why one style makes her neck look longer and frames her face so well while another one doesn't.

As a consultant, you need to be able to suggest necklace lengths and different styles to enhance the face, the neck, the bust. Why should she wear an 18-in. necklace and stay away from shorter lengths? Which ring style and size complement her hand the most? Which type of earring looks best with the shape and contour of her face?

Also consider what image the customer projects: professional, authoritative, trustworthy, sexy, casually smart. Will the jewelry will be worn in the office, on the weekend or both?

Encourage the customer to try on an assortment of styles so you can show her how certain ones are more becoming on her. With this type of advice, you create a loyal follower. Don't be just a salesperson; be a consultant.

In the months to come, I'll elaborate on how to learn which jewelry looks good on which customers – and why.

Calla Gold owns Calla Gold Jewelry, Santa Barbara, CA. She consults jewelers, and is working on a book about becoming a personal jeweler. Contact her at (805) 963-4157 or e-mail Gold1of3@aol.com.

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