For Your Staff: Selling Insights
Make Yourself the Best in the Business
Four sure-fire methods to boost your sales potential
You know the 4Cs of selling diamonds, but there are other
4Cs to practice to make yourself the best in the business of
selling all jewelry:
- Closing techniques.
Orley Solomon, senior vice president of personnel development
at Ben Bridge Jeweler, Seattle, WA, developed this list during
his 40-year jewelry sales career and shared them during Professional
Jeweler's recent PrimeTime Fall Marketplace & Conference
in Las Vegas, where he presented a seminar sponsored by the magazine
and coordinated by Charlotte Preston Catalysts, White Bear Lake,
The first step toward shining on the sales floor is to be
unafraid to meet people inside the store or out. Befriending
new people is the nucleus of growing your client list. Follow
the newspaper if there's an article about someone, clip
it and send it to him or her with a quick note to make a connection.
Solomon recommended spending 15-30 minutes a day learning
about other people's businesses. A member of Solomon's tennis
club was a highly regarded vascular surgeon. Solomon read about
a new surgical technique in the newspaper and engaged the surgeon
in conversation about it. A friendship developed, and so did
a profitable business relationship when the surgeon began doing
his jewelry shopping at Ben Bridge. "You've got to do this,
and if you're a manager, you've got to get everyone to do it,"
Remember names. Create a mental image of the name to prompt
your memory the wilder the better. When Solomon met a
woman named Hillary Ferris, she was 81/2 months pregnant, so
his image has always been of her atop a Ferris wheel at that
stage in her pregnancy. "I can't forget her now," he
Solomon's definition of this term is being fearless. Have
the guts to leave your comfort zone, to push yourself to succeed,
he said. Take on new challenges. And make new friends
because they will become clients.
Many people miss the boat when it comes to closing the sale,
he said, and only 10% of all customers will buy after the first
attempt to close so be persistent. If a man is shopping for an
anniversary present, for example, celebrate with him and find
out all the details how long they've been married and
how they plan to celebrate. Get that customer excited and ready
Confidence can close the sale. Take control of the situation
and give the customer a gentle nudge. "Tell them 'You've
got to have this, she'll love it and you're going to be a hero,'"
Solomon advised. Build evidence that the customer's making a
good choice to close the sale. If it's a woman buying something
for herself, for instance, tell her that every time she wears
that piece for jewelry, she'll look good, which will make her
If every other closing technique fails, Solomon recommends
sending a piece home on approval, especially if it's a gift and
the customer is trustworthy. Take a deposit and send it home.
"They rarely return them," says Solomon, "and
they always come back to pay."
You must consistently keep a positive attitude to create new
sales, Solomon said. Be at your best for every customer, at every
opportunity, every day and your success is guaranteed.
Copyright © 1999 by Bond Communications.