What causes our jewelry clients to become dissatisfied with our store?
To answer that question you have to look at what causes dissatisfaction.
By definition, a client’s degree of satisfaction is the difference between their expectations and what they actually received.
For example, you go down to the Lamborghini dealership to buy a new limited edition Sesto Elemeno this year.
The dealer said it will be next year before you can receive the car.
Are you dissatisfied?
Well, it depends on your expectations.
If you are accustomed to buying cars off the showroom floor, then yes, you are furious and will never come back to the dealership.
If you understand that Lamborghini is only going to produce 20 or so of these hand-built, carbon fiber works of automotive art, then no, chances are you will be thrilled with the privilege to be on the waiting list.
The difference is between your expectations going in and what you actually received at the end.
How do our jewelry clients become dissatisfied?
Quite easily and all too often actually.
Consider these points:
Causes For Dissatisfaction
– Missed deadlines.
In a misguided attempt to give great service we promise deadlines that leave no room for error.
All it takes is for heavy snowfall in Memphis for Fed Ex to delay delivering that package on the client’s anniversary.
For most clients, we spoiled their special day, not Fed Ex, and certainly not the weather.
We need to factor in for delays and the unexpected.
This happens at repair desks all of the time.
Under pressure from the client, we promise repair work that could only get done if all of the stars in the universe line up properly.
“Yes, if the mounting doesn’t have porosity and if it doesn’t start to fall apart when the jeweler applies heat”, etc.
Which call do you want to make to a client?
The one where you tell them you could not get it done on time or the one that you say that you got it done earlier than expected?
Always under-promise and over-deliver.
– Unrealistic hype.
In a jewelry store recently I overheard a clerk selling an opal engagement ring.
Yes, the young client wanted a large opal as an engagement ring and the clerk was telling her she could wear it every day.
I can feel you cringe just now.
I cringed when I heard it.
In this example, the client has been set up with unrealistic hype that she can wear this ring every day without worries.
There are going to be problems down the road when hype doesn’t meet reality.
– Truth stretching advertisements.
See it all of the time.
Those bold, attention-grabbing headlines, “Our biggest sale of the year/season/week/fill in the blank”.
Not to be outdone are these truth stretchers.
“Biggest selection in the area”, or “Lowest prices in the world”.
We wonder why this kind of advertisement works less and less for us.
The client has a high level of expectation only to be meet with prices or selection that was different than they were led to believe, thus dissatisfaction. Be honest in your advertisements.
Don’t push the client’s expectations beyond your ability to deliver.
Granted there are times that the client comes in with expectations that we cannot meet.
Yes, that can lead to their dissatisfaction, however; if we are taking every opportunity to treat them as we would want to be treated, then your business will grow.
Take care every day and with every client to avoid these causes for dissatisfaction.
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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.