Sales slumps happen to everyone at some point in their career.
Even the best have a rough patch where it seems as though nothing is working.
In fact, for some sales professionals, the mere mention of the word “slump” will cause them to turn quickly, and walk away nervously mumbling to themselves.
Superstitious fears aside, a slump is often a culmination of several controllable factors:
What Causes A Jewelry Sales Slump?
– Inside / Outside Pressure.
Outside pressure can be in the form of personal financial stress or personal issues.
Inside pressure could be as simple as seeing your name on the bottom of a posted store sales report or striving to close more sales before the deadline for merit reviews.
Too often the
sales associate
begins to “push”
sales
They go from a relationship-based approach to a bottom line, price-driven strategy.
In the short term the push may seem successful, but long term it simply causes more returns and damaged client feelings.
– Bottom Line Sales Strategy.
If your sales approach is to jump straight to the bottom line price, then expect to have frequent slumps.
Jewelry sales is a relationship-building business.
You have to establish that rapport first before you ever show merchandise.
If you sell on price don’t expect meaningful repeat business, also remember, there is always a better price out there somewhere, from someone else.
– Sloppy Presentations.
Happens slowly over time.
The little details that you once took pride in, no longer seem like a big deal.
The quality time that you once took with a client, now seems like a distraction.
The step by step selling process that you practiced over and over again, has been set aside.
Usually happens once a sales associate has tasted some success and it goes to their head.
They feel as though they are too talented to worry about the little things during a sales presentation.
– Lack Of Training.
Store managers today have very little extra time.
Those sales professionals who have shown sales success are left to themselves, while the energy, training, and time are spent with those who are struggling now.
What happens?
Those who have shown some selling success never get any better, in fact, because of the lack of attention, their performance slowly goes downhill over time.
The finest athletes in the world have personal coaches.
Why?
Because if you do not stay vigilant to the small details, it diminishes your entire performance.
Sales slumps do happen to everyone on the sales floor at one point or another in their career.
It is important to realize some of the key factors that cause the slump to happen so that you can take decisive action.
Minimize the pressure you put on yourself, don’t sell on price alone, follow a pre-determined sales approach every time, and keep working on being better every day.
Avoid the factors that cause a jewelry sale slump!
Our “Inside the Jewelry Trade” Radio Show Episodes
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.