You can’t close every sale, but you can learn from every sale you don’t close.
Those sales professionals at the top of their game realize that to stay at the top, they have to constantly refine their sales presentations.
A large part of that refining process involves a quick evaluation of why that last client didn’t make the purchase.
If done right, this quick evaluation will help you prepare for the next client, but more importantly, it will help stop self-doubt from creeping into your psyche.
Learn From Sales You Didn’t Close
Take a few moments and honestly answer these questions:
– Did I spend enough time getting to know the client before I started showing merchandise?
If it was just a couple of questions as to what brought them into the store, then the answer is no.
– Did I get, and effectively use the client’s name?
Did they learn, and use yours?
My belief is that if you don’t exchange names, don’t expect to exchange your merchandise for large sums of their money.
– Did I present the jewelry in a way that relayed its value and importance?
Most just reach in, pull out a piece, and hand it to the client.
If you did that, then you got what you deserved.
Next time remember a countertop pad and selvyt not only sets the stage but also, conveys importance and your professionalism.
– Did I use trail closing techniques to gauge understanding?
A trail closing question could be: “Did I answer all of the questions you had about diamonds?”, “What questions do you have for me that I didn’t answer?”.
The list for trial closing statements is only limited by your imagination.
The key is that we sprinkle them throughout the presentation.
It is surprising the responses you will get when you ask.
– Did I ask for the sale?
What was your closing technique?
Do you remember the wording of it?
What prompted you to ask for the sale?
What was the tip-off for you?
Did you ask for the sale, and then wait for the response, or did you get nervous and start talking again?
What was their response, both in words and body posture?
If you take a few minutes after the client leaves to jot down the honest answers to those five questions, you will be surprised at how often you can see areas of opportunities.
Jewelry sales professionals are always pushing themselves to be better.
They enjoy their successes, but also learn from the sales they didn’t close.
Success does not consist in never making blunders, but in never making the same one a second time.
– Quote by Josh Billings
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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.