For Your Staff:Selling Essentials
Kick-Start Sales, Starting Now
It's as easy as one, two, three
BY CHRISTINE ANZELL
AND JACK LEVENSON
It's January and the crowds are gone. No matter what kind of holiday
season you just had, there's a way to sell more in 1999. Here are the three
Become an Entrepreneur
Get business cards of your own and practice the "Card Within a Yard"
rule. Present a business card to every person who comes within a yard of
you. Each day you come in contact with people in many locations, from the
store to the gym to the dry cleaner to the hair salon. Each one presents
an opportunity to offer your services. Write something on the back of the
card to make it special: "Free inspection and cleaning" or "10%
off next purchase."
Get a Client Book
Several personal client recordkeeping books are available on the market
(including one by the authors). These books are like daily planners but
are set up to include customer information such as name, address, phone
number, occupation, hobbies, birthdays, anniversaries, tastes, ring size
and wrist size. There's also a place for purchase records, inspection and
cleaning records, "wish list" items and personal notes. Ask your
boss if he or she will foot the bill for one, buy it yourself or start one
on your own.
Keep this type of information on your customers and the people they buy
gifts for. As all the folks you've given business cards to begin to drop
by, ask them for some information for your client book. "While we're
installing your watch battery, Mrs. Smith, let me take some information
from you for my client book. That way, I can keep you informed about sales
and special events." No pressure, no pushiness. If Mrs. Smith prefers
not to share her phone number, just drop it and move on.
Make Client Info Work for You
It's a slow week in January. Start to call your customers. This isn't cold
calling; you're calling someone you know and who knows you and
will take less than a minute of her time to give her a good reason to stop
- We just got in a new line of merchandise you have to see.
- I know you've been craving a tanzanite ring; we got in some spectacular
ones this morning. When can you stop by?
- We just got in the earrings that match the necklace you bought for
her birthday. Let's put it on layaway before someone else buys it.
- We're having a remount show, a trunk show, an estate show or a sale.
- We're offering a gift with purchase or a purchase with purchase.
- It's time to let us inspect and sparkle up your jewelry.
- Your repair is ready to be picked up.
- You wanted to trade in those half-carat studs? We just got in a magnificent
pair of 1-carats.
- It's time to lay away for Valentine's Day (or Mother's Day, anniversary,
Remember, customer service is one of the hottest issues among consumers
today. Many feel like neglected strangers even in stores where they've bought
before. You're letting your customers know you take a personal interest
in their jewelry needs. You want them to feel the same loyalty to you that
they feel toward other providers of goods and services, such as a doctor,
lawyer or other professional. For that's what you are: a professional jeweler.
Christine Anzell and Jack Levenson have spent a combined half-century
in fine jewelry retail. For information about their copyright jewelry-specificClient
Record Keeping Book, call them at (800) 887-8902.
Copyright © 1999 by Bond Communications.