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December 1999 For Your Staff: Selling Diamonds Diamond Dazzlers Close the Sale Know how to approach customers based on their personality and your sales approach Selling just one 1-ct. diamond per week can double the average jewelry store's volume for the year, according to Shane Decker of Shane Decker Diamond Co., Franklin, IN. This will take some work on your part, and you will have to
pay attention to what you do and how Lead-In Line The right lead-in line can create sales. When dealing with a repair customer or a customer who's looking at a string of pearls, for example, begin by saying something like "Remind me to show you something before you go," said Decker. "You'll intrigue the customer, who will end up reminding you." That's when you bring out the 1-ct. diamond and let the customer hold it. This flatters people, showing them you think they can afford the diamond, that they're discerning enough to recognize its value and that you trust them enough to hold something that's normally locked up. Tailor Your Pitch Never trot out a routine pitch – one size does not fit all. The first and most obvious difference is gender. Remember the 80/20 rule: When selling to a woman, devote 80% of your sales pitch to emotions and the tactile sensation of the diamond jewelry and 20% to its perceived value. Reverse that percentage for men. The second rule is to sell to the age group. When two 24-year-olds
want to buy an engagement ring, promote that this diamond will
signify their love, and commitment to being together forever. To someone over 60, sell the idea of an heirloom that can be passed on to children and grandchildren. Who Are You? Along with tailoring your sales technique to your customer, make sure your selling style fits your personality. Three distinct personality types determine your sales personality:
Knowing your personality type will allow you to tailor your close. If you're a Serpentine, for example, help your customers make the decision by complimenting them, indirectly suggesting the benefits and reassuring their taste. Missiles should be aware of their timing. Be direct, "whisper" to them about the emotional value of their decision, reassure them, ask for the sale and then assume the sale. Sneaks are adept at designing and engineering their closing to the customer's needs. Sneaks should borrow the direct and "whisper" approaches from the Missiles, after trying the Serpentines' indirect conversational style. The Blanket Approach Whoever the customer is, whatever personality type you are, there are three things everyone can do to close big-ticket sales:
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