Top 10 Reasons To Shop at Your Store
Teach your sales associates to be ready when a customer raises the
By Christine Anzell & Jack Levenson
Many jewelers carry a lot of the same merchandise and charge the same
prices. Most accept the same credit cards and offer similar pretty gift
boxes and wrap. When we shop the competition, the contest for the jewelry
store with the prettiest wallpaper, carpeting or lighting usually ends in
It's no wonder customers ask "Why should I shop in your store?"
What can we do to make ourselves stand out? When it's time to ask for
the sale and the customer says, "I really like it but I want to look
elsewhere before I decide," what can we say? What can we encourage
our sales associates to say that will convince the customer he or she need
not shop further?
Overcoming this objection is not as difficult as you might think. Remember
customers probably don't want to go to another store and begin this process
all over again. What they really want is to find a comfort level with making
the purchase at your store. They want a reason to buy. They want an answer
to give Aunt Harriet when she asks, "You bought it where?" They
want to be able to respond when their golfing buddy says, "Why didn't
you ask me? My friend has a cousin who has a brother-in-law whose neighbor's
accountant could have gotten it for you at slightly above wholesale!"
Yes, a 0.97-ct. VS2/H brilliant cut is a 0.97 VS2/H brilliant cut and
a Seiko ST123 is a Seiko ST123 regardless of where you buy it. But today's
customer knows there's more to life than price. The key word today is value.
What will customers get for their money besides the diamond or watch? What
can they tell their coworker or their own conscience about why
they bought it from you?
Here's what we suggest (and this is a valuable exercise for you to assign
your sales associates). Design a David Letterman-type "Top 10 List"
of reasons to shop at your store. Begin with No. 10 and count down to No.
1. You'll be amazed at how many justifications you can create.
To get you started, see the list at right for the fictional Anzell &
Levenson Jewelers; take some cues from this then customize it to suit your
business. When finished, your list can be enlarged to poster size, framed
and hung in a spot highly visible to your associates. That way, they'll
always have answers at the ready when a customer asks, "Why should
I buy it here?"
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 orSales Training Manual,call them at (800) 887-8902,
fax them at (954) 217-7065 or e-mail them at email@example.com.
Buy at Anzell & Levenson Jewelers
10. Third-generation family-owned company
in business over 50 years.
9. Regularly travel to New York City and
overseas to buy direct and get the best prices.
8. Vast assortment of the finest diamonds,
gemstones, gold and watches.
7. Availability of convenient credit.
6. One-year layaway with minimal deposit
and no carrying charges.
5. Generous exchange policy; all items guaranteed.
4. Lifetime trade-in privilege.
3. Graduate gemologist, master goldsmith
and watchmaker on premises.
2. Company promotes ethics, integrity, honesty
and consumer protection through membership in numerous local and national
trade organizations as well as supports its sales associates in their ongoing
And the No. 1 Reason to buy your jewelry at Anzell & Levenson Jewelers*:
1. Passionate, personable people providing professional
product knowledge and customer service!
* Regardless of your Reasons 10 through 2, Reason 1 should
always be the same.
Copyright © 1999 by Bond Communications.