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Jewelry Industry Management Consulting Firm

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Jewelry Industry Management Consulting Firm

2011-08-20

Selling Common Ground Before Bottom Line

Selling Common Ground Before Bottom Line
Selling Common Ground Before Bottom Line

Some associates in the jewelry trade try to go to the bottom line of a sales presentation before establishing common ground with their client.

It is a common mistake replayed across jewelry stores every day. The client walks through the door, they are eventually greeted, led to what the clerk believes is the appropriate case, a piece of jewelry is shown.

The color, clarity, carat weight is read off the tag and the price is given in a succinct, military fashion honed by repetition.

 

The associate then takes a moment to catch their breath as they lean back to prepare themselves for the price objection.

Is this how it should happen?  Is this professional selling or clerking?

Either way, I would label this as being an embarrassment. Too often we are starting our sales presentation in the middle, not in the beginning.

The beginning is the “relationship phase”.  A good reminder would be:

“All things being equal, people want to do business with their friends” also “All things being not quite so equal, people STILL want to do business with their friends.”

 

The first thing you sell during a presentation is yourself.  It takes self-control to not just jump behind the counter and pull out jewelry.

It requires “Sales Guts”.

Take the time to establish a rapport that includes finding common ground.  Open-ended questions are best.

Actually engaging in active listening is paramount.  Get your name out, get their’s in return, and use it in the next sentence.

Get their feel on style preferences, metal color, and how the piece will be worn. Is it every day, or only for that special occasion twice a year?

Remember this is not a Guantanamo Bay interrogation.

It is a chance to casually talk about their fine jewelry needs.  During this time mention something about the history of your location.

It’s commitment to the community and steadfast resolve for excellence.

You have to convey a desire for building friendships, not just servicing customers.  The quality time you spend here will pay off mightily as the sales presentation moves forward.

 

A clerk rings up your purchase, a sales professional understands your needs, has taken the time to get to know you as a person.

Too often we hustle through a presentation as if we had 10 people standing in line waiting for our services.  The more you know about your client, the more common ground you have established, the more effective your sales presentation will be.

People are constantly looking for their “Friend in the jewelry business”.

Take the time to get to know your client.  A slogan to remember:

“If you make a sale, you can earn a commission”. 

“If you make a friend, you can earn a fortune!”

 

Our “Inside the Jewelry Trade” Radio Show Episodes

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menu
  • Elle HIll - Founder and CEO of Hill & Co
  • #Lend Your Voice to the WJA
  • Dr. April Hayward - Diamond Producers Association Total Clarity Report
  • Atlanta Jewelry Show - Live Spring 2019
  • Georgia Jewelers Association Convention - Recorded Live
  • Jewelers Vigilance Committee - U.S. State Department Gets Tough On Sourcing
  • Liz Stamm - Director of Business Development for Virtual Diamond Boutique
  • Shane O'Neill - Vice President of Fruchtman Marketing
  • Ben Janowski - Janos Consultants, Pt 2
  • Ben Janowski - Founder of Janos Consulting
  • Yancy Weinrich - Senior Vice President of Reed Exhibitions
  • Mark Hanna - CMO Richline Group
  • Susan Wheeler - Jewelry Designer & Founder of the Chicago Jewelry Conference
  • Monica Stephenson - President of Anza Gems & iDazzle
  • Toby Pomeroy - Mercury-Free Mining Challenge
  • Avi Krawitz - Senior Analyst & News Editor, Rapaport Group
  • Jewelers Vigilance Committee - 2018 FTC Jewelry Guides
  • A.J. Tosyali - President of Benchmark Wedding Rings
  • David Bonaparte - President of Jewelers of America
  • Drew Lawsky - Show Director of Emerald Expositions Jewelry Group
  • Edahn Golan - Diamond Research, Analysis & Data
  • Brandee Dallow - President Fine Girl Luxury Brand Building & Communication
  • Kate Peterson - Performance Concepts Inc
  • Peter Smith - President of VIBHOR & Author of "Hiring Squirrels"
  • Marion Fasel - Founder of The Adventurine Magazine
  • Sally Morrison - 2018 GEM Award for Lifetime Achievement
  • Danielle Miele - Gem Gossip
  • Becky Stone - Diamonds in the Library
  • Aleah Arundale - Jewelers Helping Jewelers Facebook Group
  • Tiffany Stevens - CEO of Jewelers Vigilance Committee
  • Beth Bernstein - Bejeweled Magazine & Plan B Consulting
  • Brother Wolf Jewelry
  • Anish Desai - Star Gems & Custom Studio
  • Andie Weinman - CEO of Preferred Jewelers International
  • Brian Watkins - CEO of Ritani
  • Jimmy DeGroot - The Jewelry Marketing Guy & Jewelry Store Training
  • Embee Diamond Technologies - Sirius Star The World’s Brightest Diamond
  • Laura Stanley - Cutting The Esperanza Diamond At Stanley Jewelers Gemologist
  • Mike Botha - Cutting The Esperanza Diamond – Embee Diamond Technologies
  • Diane Robinson - Rough To Runway Huntress Jewelry Designer
  • Todd Reed - Raw Elegance Jewelry Designer
  • Pamela Froman - Get Crushed Jewelry Designer
  • Ron LeBlanc - The Gem Hunter Chronicles of Tanzania
  • Victoria Gomelsky - Editor-In-Chief of JCK Magazine
  • Linda Carlson - Author of “Advertising with Small Budgets for Big Results”
  • Matthew Perosi - CEO of Jewelers Website Advisory Group & Sapphire Collaborative
  • Ron LeBlanc of “Gem Hunt” on the Travel Channel Network
  • Marty Hurwitz - CEO of MVI Marketing
  • Live From JCK Talks 2015 Education Day
  • Trace Shelton - INDESIGN Magazine Editor-In-Chief
  • Peg Fitzpatrick - “The Art of Social Media: Power Tips for Power Users”
  • Jon Parker - DJP Executive Jewelry Search Consultant
  • Barbara Palumbo - Gumuchian Jewelry and Adornmentality.com Blog
  • Bryan Eisenberg - “Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing”
  • Bryan Eisenberg - IdealSpot.com, “Buyer Legends. The Executive’s Storytelling Guide”
  • Paco Underhill - “What Women Want. The Science of Female Shopping”
  • Live from the JA New York Summer show
  • Rob Bates - Senior Editor of JCK Magazine
  • Laura Stanley of Stanley Jewelers Gemologist - AGS International Guild, Women’s Jewelry Assoc, & Jewelers for Children Charity
  • Chuck Goedtke - President of Swiss Brands, Inc - Internet Discounting & Do You Really Need To Carry Watches?
  • Matthew Tratner - Director of Membership and Sales for Jewelers of America
  • Michelle Graff of National Jeweler - Brands vs Non Brands, Jewelry With A Cause, & 10x Blog
  • Matt Stuller - Legendary C.E.O. of Stuller Inc
  • Interview with Doug Meadows of David Douglas Jewelers
  • Launching “Inside the Jewelry Trade” Online Radio Show
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Rod Worley
Rod Worley

The host of “Inside the Jewelry Trade” Radio Show – Jewelry Business Strategist –  President of Four Grainer LLC.  Author of the business books “A Reason To Chant,” and “A Reason to Chant – Jewelry Trade Edition.”  Rod lives in Atlanta with his wife and two almost-human cats.

Article by Rod Worley / Sell Now!

All Of Our Episodes

Play / pause
0:00
0:00
0:00
menu
  • Elle HIll - Founder and CEO of Hill & Co
  • #Lend Your Voice to the WJA
  • Dr. April Hayward - Diamond Producers Association Total Clarity Report
  • Atlanta Jewelry Show - Live Spring 2019
  • Georgia Jewelers Association Convention - Recorded Live
  • Jewelers Vigilance Committee - U.S. State Department Gets Tough On Sourcing
  • Liz Stamm - Director of Business Development for Virtual Diamond Boutique
  • Shane O'Neill - Vice President of Fruchtman Marketing
  • Ben Janowski - Janos Consultants, Pt 2
  • Ben Janowski - Founder of Janos Consulting
  • Yancy Weinrich - Senior Vice President of Reed Exhibitions
  • Mark Hanna - CMO Richline Group
  • Susan Wheeler - Jewelry Designer & Founder of the Chicago Jewelry Conference
  • Monica Stephenson - President of Anza Gems & iDazzle
  • Toby Pomeroy - Mercury-Free Mining Challenge
  • Avi Krawitz - Senior Analyst & News Editor, Rapaport Group
  • Jewelers Vigilance Committee - 2018 FTC Jewelry Guides
  • A.J. Tosyali - President of Benchmark Wedding Rings
  • David Bonaparte - President of Jewelers of America
  • Drew Lawsky - Show Director of Emerald Expositions Jewelry Group
  • Edahn Golan - Diamond Research, Analysis & Data
  • Brandee Dallow - President Fine Girl Luxury Brand Building & Communication
  • Kate Peterson - Performance Concepts Inc
  • Peter Smith - President of VIBHOR & Author of "Hiring Squirrels"
  • Marion Fasel - Founder of The Adventurine Magazine
  • Sally Morrison - 2018 GEM Award for Lifetime Achievement
  • Danielle Miele - Gem Gossip
  • Becky Stone - Diamonds in the Library
  • Aleah Arundale - Jewelers Helping Jewelers Facebook Group
  • Tiffany Stevens - CEO of Jewelers Vigilance Committee
  • Beth Bernstein - Bejeweled Magazine & Plan B Consulting
  • Brother Wolf Jewelry
  • Anish Desai - Star Gems & Custom Studio
  • Andie Weinman - CEO of Preferred Jewelers International
  • Brian Watkins - CEO of Ritani
  • Jimmy DeGroot - The Jewelry Marketing Guy & Jewelry Store Training
  • Embee Diamond Technologies - Sirius Star The World’s Brightest Diamond
  • Laura Stanley - Cutting The Esperanza Diamond At Stanley Jewelers Gemologist
  • Mike Botha - Cutting The Esperanza Diamond – Embee Diamond Technologies
  • Diane Robinson - Rough To Runway Huntress Jewelry Designer
  • Todd Reed - Raw Elegance Jewelry Designer
  • Pamela Froman - Get Crushed Jewelry Designer
  • Ron LeBlanc - The Gem Hunter Chronicles of Tanzania
  • Victoria Gomelsky - Editor-In-Chief of JCK Magazine
  • Linda Carlson - Author of “Advertising with Small Budgets for Big Results”
  • Matthew Perosi - CEO of Jewelers Website Advisory Group & Sapphire Collaborative
  • Ron LeBlanc of “Gem Hunt” on the Travel Channel Network
  • Marty Hurwitz - CEO of MVI Marketing
  • Live From JCK Talks 2015 Education Day
  • Trace Shelton - INDESIGN Magazine Editor-In-Chief
  • Peg Fitzpatrick - “The Art of Social Media: Power Tips for Power Users”
  • Jon Parker - DJP Executive Jewelry Search Consultant
  • Barbara Palumbo - Gumuchian Jewelry and Adornmentality.com Blog
  • Bryan Eisenberg - “Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing”
  • Bryan Eisenberg - IdealSpot.com, “Buyer Legends. The Executive’s Storytelling Guide”
  • Paco Underhill - “What Women Want. The Science of Female Shopping”
  • Live from the JA New York Summer show
  • Rob Bates - Senior Editor of JCK Magazine
  • Laura Stanley of Stanley Jewelers Gemologist - AGS International Guild, Women’s Jewelry Assoc, & Jewelers for Children Charity
  • Chuck Goedtke - President of Swiss Brands, Inc - Internet Discounting & Do You Really Need To Carry Watches?
  • Matthew Tratner - Director of Membership and Sales for Jewelers of America
  • Michelle Graff of National Jeweler - Brands vs Non Brands, Jewelry With A Cause, & 10x Blog
  • Matt Stuller - Legendary C.E.O. of Stuller Inc
  • Interview with Doug Meadows of David Douglas Jewelers
  • Launching “Inside the Jewelry Trade” Online Radio Show

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