For Your Staff:Selling Skills
Tips for Success
Take a step back and look at everything that goes into selling jewelry
It's so easy to get caught up in details on the sales floor from
making sure the cases are clean and the jewelry displays look good to changing
the register tape that sometimes the bigger picture gets lost. It
helps to get a pep talk or a coaching session. The next time you feel yourself
getting bogged down in the details, reread these tips from a pro: Susan
Jacques, president and CEO of Borsheim's in Omaha, NE.
Borsheim's calls itself the largest jewelry store in America and is among
the most successful. Jacques shared some of the concepts that have led to
that success at a recent meeting of the Women's Jewelry Association Northern
- Get the customer to believe in you, to trust in you. You've got to
build confidence and loyalty.
- Knowledge is power. Educate yourselves, read trade publications, take
courses, attend trade shows and learn all you can. When vendors come into
your store, take time to learn from them. Learn your business and the products.
She explained that when she was a sales associate at Borsheim's, she took
every single piece of merchandise from the counter, polished it, examined
it, then put it back.
- Know your customers. Become the expert. There's a wealth of knowledge
available. Use the Internet your customers do. The Internet will
become dominant in our industry.
- Set high standards for yourself in honesty and integrity.
On the Sales Floor