For Your Staff:Selling Gold
Going for the Gold
When it comes to selling gold jewelry, information is power
By Julie Livingston
sales training & public relations consultant
Gold jewelry sales still form the foundation of most jewelry businesses,
despite the current love affair with platinum.
It's baffling why we often make it challenging for customers to shop
for or buy this powerhouse basic. Sharing information about gold jewelry
before customers ask can make all the difference. The World Gold Council,
a promotional arm of the gold industry, recently commissioned an extensive
consumer research study that sheds some light on what inhibits sales in
retail stores. Here are some of the insights.
Sell to Women
No woman has ever said she has too much gold. There's always a desire to
acquire more. Women often comment about the uniqueness of wearing and owning
gold jewelry and the almost spiritual connection they have with the precious
metal. Gold's sentimental value, romance and the ability to pass it on to
loved ones and relatives are all part of its eternal appeal.
You can enhance the shopping experience for these valued customers by
showing your own enthusiasm for gold jewelry it can be contagious.
Maintain a friendly, cheerful attitude and pay attention to the customer
at every stage of the sales process. In addition, encourage the customer
to enjoy herself, to touch and try on the jewelry. Whenever possible, clean
each piece with a soft cloth or Selwyt cloth before handing it to the customer
to remove any smudges or fingerprints. This adds to its perceived value
and the overall experience. It also helps to keep a mirror handy.
Reduce Price Confusion
Confusion about price is probably the biggest stumbling block to making
sales. So before customers ask, provide information about individual prices
or price ranges as they peruse your showcases.
It's also important to stay current on all promotion activity. Sales
often confuse customers (and associates), so make sure you know what's on
sale and when. If you don't, ask your manager for an update. Never let a
customer leave your store without a clear answer.
Cultivating Karat Knowledge
Customers like knowing the karatage of pieces they are considering, so it's
advisable to point out the karat mark and manufacturer's trademark. Mention
that by law, karat gold marks must be accompanied by the manufacturer's
trademark. Placing karat signs in the showcase, showing that you are in
compliance with the law, and including World Gold Council goldmark signs
also makes karat identification easier and builds customer confidence.
Romance the Sale
Add romance to the sale by describing each piece. Brush up on chain, earring
and bracelet styles (for help, see Professional Jeweler's"Selling
Jewelry Styles," this month covering chain link styles, p. 171). Women
love seeing what's new in your assortment, so show them how to wear the
latest gold styles and watch your sales rise!
Julie Livingston is a New York City-based sales training and public
Copyright © 1999 by Bond Communications.