Professional Jeweler Archive: Boosting Diamond Sales

November 2000

For Your Staff:/Selling Diamonds

Boosting Diamond Sales

Making the most of impulse buys, add-on sales and properly deploying the “wow” factor make the job of selling diamonds almost easy

People come into your store to give you money. You must know this as a jewelry sales professional, because the alternative is to be out of business, Shane Decker of Shane Decker Diamond Co., Franklin, IN, told the audience at his seminar during The Professional Jeweler Show Conference in September in Las Vegas, NV.

There are common reasons customers enter your store to give you money. The most obvious is to buy something. Some may need a repair; others are “just looking.”

“You need to a realize each of these customers is there to give you money,” said Decker. “It’s up to you how you go about getting it.”

For example, sell diamonds while the customer is waiting for a repair. By not trying, you’re assuming the customer isn’t interested in owning a diamond. Wrong, said Decker. “People are buying diamonds at record levels,” he says. “You need to show a diamond to everyone who enters your store regardless of why they came in.”

Impulse Buying

Everyone buys on impulse. This is the basis for making new sales. The customer should be approached actively by an enthusiastic, educated and well- dressed salesperson. Use starter questions and statements such as:

• “What else would you like?”
• “Can I get your opinion on something?”
• “Here’s something I think you’ll like.”

These starters can create an impulse to buy. “I have made many, many sales to customers who were in for a repair, and you can too,” he said.

Coconuts and Add-Ons

There are sales and there are “coconuts,” Decker explained. A coconut is a sale made when the customer enters the store looking for a ring, goes to the showcase, picks one out and buys it. The salesman did little beyond ring it up. But this doesn’t end the potential for a genuine sale. Instead, it creates the perfect chance for an add-on.

After the customer says “yes” to an item, it’s time to make an additional suggestion and actively generate another sale.

Lead-in lines for such sales aren’t the kind that can be answered with a yes or no. Better than “Do you need anything else today?” try an intriguing statement:

• “Wait until you see what I have in the vault!”
• “Remind me to show you something I just got in today before you go.”

Each of these lead-ins creates continued rapport and increased interest in something else. Too often the salesperson is so excited about the initial sale he or she forgets to work on another one. Remember, the customer is clearly happy and in a buying mood. Don’t close him down and rush to write up a sales ticket.

The “Wow” Factor

Be sure the store looks great and showcases diamonds in the beautiful surroundings they deserve. Sell them with a “wow” factor that keeps customers talking about the experience in your store afterward. These customers become walking and talking advertisements for you, so do your best to ensure each one is excited and enthusiastic about the experience.

Your customers buy diamonds for love, not as a commodity. Don’t sell or display them as commodities. If you do, you raise another issue – selling strictly on price. Diamonds are an emotional purchase. Avoid price-oriented sales pitches that can drain the important element of emotion from diamond sales.

– by Michael Thompson

Copyright © 2001 by Bond Communications