For Your Staff: Selling Timepieces
Spring Training For the Fall
Before the new timepieces arrive, prepare yourself and
Just as athletes everywhere prepare for their upcoming seasons
by going through training camp, so do jewelry store sales associates.
You are quite aware of the importance of a great fourth-quarter
finish. As we approach the fourth quarter of our sales year,
there are extra steps you can take to prepare for a winning season.
The new merchandise the buyers ordered for your store at spring
and summer trade shows is beginning to trickle in. Many manufacturers
are debuting new products this fall and sending some old models
into the sunset. As this changeover occurs, there's training
to be done, customer questions to prepare for and trends to catch
up on. Remember, if you're not prepared, your competitor might
Did We Buy That?
As noted, these watches probably were ordered three to four months
ago. The buyers for your store probably returned from the trade
shows with reams of purchase orders they filed and possibly forgot
about after a few months. Now these watches have started to show
up at your door and they're saying "Wow, did we buy that?"
If the watches seem new or unfamiliar to the buyers, you and
the rest of the staff will have some preparation to do. Imagine
what questions the customers will come up with.
Share the Knowledge
To help organize the new merchandise for the big season, your
store should generate a plan to spread the news. Create a list
of incoming watches and route any and all written descriptions
and pictures of the new items to all staff members.
If the watch is new, you're going to hear questions from customers
about the watch, especially from those with higher watch IQs.
You ought to be prepared to answer their questions even before
the watches arrive.
If you take the time to get the information distributed ahead
of time, two good things happen:
- Staff members begin to get excited about the new items.
- You can presell certain customers by getting them equally
"pumped up" about being the first to have the new timepiece
"toy" on the block.
Nothing beats the feeling of hitting the ground running and
building momentum for a brand new product or model.
Review the "Talking Points"
As the new watches arrive, all sales personnel should take time
to review them. See how each watch feels and note any changes
or differences in new models from other ones in the line. Carefully
go over any and all improvements to crowns, crystals and bracelets.
Discuss how these new models fit in with fall trends such
as steel, steel with diamonds, rectangular watches and black
dials with brown bands, to name a few noted for this year.
The sales associates should meet with their manager to review
the "talking points" created by manufacturers when
new models include stylistic or technical changes. Consider how
each sales associate can convey these points to customers. These
sessions will assure that your customers hear a consistent message
about the new models from all of your store's sales associates.
A strong message, delivered by your team, can score added sales.
By Paul White, Watch Division DIRECTOR Reis-Nichols
Jewelers Indianapolis, IN
Each month Paul White fills this column with tips for associates
who want to sell more watches. If you have suggestions for topics,
questions for Paul or specific examples from your store, send
them to Professional Jeweler, 1500 Walnut St., Suite
1200, Philadelphia, PA 19102; firstname.lastname@example.org.
Copyright © 1999 by Bond Communications.