For Your Staff/Selling Timepieces
Building Customer Relationships
Your watchmaker can help build customer loyalty. Be sure youre aware of his or her services
In the past, weve discussed how watchmakers build your image as a full-service jeweler. Heres a closer look at how you can use your watchmaker to strengthen customer relations.
Closing a Sale
Maybe the customer needs a bit more reassurance about a watch. Though you may be a well-informed and confident sales associate, dont be afraid to get the watchmaker involved if you think it will help close the deal with a customer. One way watchmakers can help close a sale is quick sizing of watch bracelets. Every watch is different in construction, link size and flexibility. A watchmaker can help you assist the customer in deciding whether a comfortable fit is possible with a particular watch.
Nurturing a Watch Maven
We all have a wide variety of customers, from novices to experienced watch owners. Perhaps the most challenging customer is the true watch aficionado who demands a bit more than a sales associate can deliver. Its not an issue of competence or even technical knowledge. Some customers will demand to deal directly with the watchmaker about a special watch. Its nice to have a watchmaker who can satisfy that customers needs.
Whether its that no-charge battery replacement, quick adjustment or full service on a fine Swiss automatic timepiece, the services a watchmaker provides build a customers confidence in you for repeat business in timepieces as well as
As a consumer yourself, you know exactly how good it feels to work with someone you trust. Maybe its your tailor or a great mechanic for your car. That neighborhood deli that treats you like royalty. Likewise, consumers are devoted to a watch sales associate with whom they have a confident, trusting relationship. That relationship can be greatly bolstered by your watchmakers contribution. In fact, this extra benefit can help build a lifetime customer.
These advantages may be terribly obvious to those who have been in the watch business for a long time. Our stores experience is relatively new, having developed a substantial watch business in just six years. For retailers just entering the watch business or considering it my advice is:
- Find and hire a good watchmaker.
- Promote his or her expertise and service.
- Be sure your watchmaker takes advantage of training and certification.
Then just step in and reap the rewards.
by Paul White, Watch Division Director,
Reis-Nichols Jewelers, Indianapolis, IN
Each month Paul White fills this column with sales tips for retailers who want to sell more watches. If you have suggestions for topics, questions for Paul or specific examples from your store, write them down and send them to Professional Jeweler, 1500 Walnut St., Suite 1200, Philadelphia, PA 19102; email@example.com.