MISSION:SALES: Congratulations on your new book. How is this one different than your previous books?
Peter Smith: Thanks. I wanted to write a book that could be used as a quick reference tool, a companion piece of sorts, for retail salespeople. A book that could be opened randomly to read a tip and then to put that tip into practice that day. Hiring Squirrels and Sell Something were quite different in that they were more your standard story-telling format built respectively around the challenges of hiring salespeople, and the still untapped and rich subject of sales psychology.
M:S: Are you saying you wrote a book for salespeople who don’t read books?
PS: The book doesn’t have to be read from cover to cover for effect. You can do so and, to be honest, it shouldn’t take more than an hour. The premise, however, was to write something that salespeople could keep at work to reference on an ongoing basis. Something they would go back to time and again.
M:S: What would you say are the biggest challenges for bricks and mortar retail salespeople in 2021?
PS: The challenge has always been for one human to connect with another and that hasn’t changed and won’t change. That bricks and mortar and online are becoming more intertwined should not surprise anyone. We crave the immediacy and efficiency of online research and shopping and anyone fighting that reality is operating on borrowed time. That said, even amidst a global pandemic, physical stores accounted for 86% of all retail in the US last year. The biggest lesson for salespeople in physical stores is to be efficient. Get the customer in and out on their timeframe so that they enjoy the process of shopping in person, but quickly get back to whatever it is they would prefer to do.
M:S: Based on your years of study, how would you advise salespeople to assist in the online process for their stores?
PS: That questions used to be more complicated, but it shouldn’t be today. Customers start their journey online and end up buying in-store about 85% of the time, so salespeople should not fear using their own digital assets to assist the customer. There will also be situations where a customer will begin their journey in the store and end up purchasing online. If the salesperson is doing their job and capturing customer information (and why would you not!) there ought to be a way to ensure they get some credit for an online purchase. If the salesperson did not capture the customer information, they shouldn’t get credit for an online purchase.
M:S: Since this is a book of short tips and, from what I understand, a physically smaller book than your previous books, what was your intent there?
Guest Introduction: Peter Smith
Targeted Selling
How to Tell Who Can Afford Expensive Jewelry When the Style Change
Craft 10 Silver Bullet ‘Reassurance’ Closes to Win More Customers
Build Your Business by Marketing To the LBGTQI+ Community
Indeed.com: 9 Unique Sales Training Ideas
Five Key Learnings to Consider for Gifters vs. Self-Purchasers
Shortsighted Fashion Strategy Creates Jeweler Opportunity
Sales Management
Paying Your People: 7 Considerations for Formulating the Right Pay – Your Way
How to Grow Your Business When Customer Behaviors Change
How to Find and Keep Great People
What to Look for and Where to Find A Good Sales Manager
Online Commerce/Technology
Is Your Offline Vs. Online Experience Broken
5 Tips to Optimize Your Jewelry Website for Maximum Sales
Trendspotting for Fall Sales
Six Jewelry Trends That Matter This Summer Into Fall
NDC: These Are The Top 5 Fall Diamond Jewelry Trends Your Customer Want Advertisers Index Centurion
2019 Park Avenue, Merrick, NY 11566 516-331-5568 888-427-4697
info@centurionjewelry.com
Merrick, NY—Raise your hand if you’ve ever made a sale to someone who looks like they could barely afford a hotdog, let alone a diamond.
Almost every jeweler can recall serving a customer whose clothes and hands are crusted with mud or grease, but easily buys his wife a $50,000 ring without batting an eye—and, conversely, dealing with a customer decked out head to toe in designer duds who bargains for a discount like it’s the Grand Bazaar.
Once upon a time, a sartorial code signaled the wearer’s station in life. In the days when all men wore hats, upper-class men were called “high-hats” because laborers wore functional caps and had little use or money for a tall silk top hat.
In the latter half of the 20th century, most of those rules went away (especially regarding hats and jeans) but there still were some unspoken sartorial clues that revealed who had money, especially old money. Understated clothing of exceptional quality that was possibly shabby from years of wear (old money being notably thrifty) was one. For instance, an article in Financial Advisor magazine, a British publication, suggests some wardrobe accoutrements that will put one at ease among high-net-worth individuals: Barbour wax jackets, Burberry trench coats, Hunter rain boots, a Montblanc pen, and more.
But the markers of wealth and class can be bought or learned, a common theme in both literature and movies. And since the advent of both democratized luxury and credit cards, it’s even easier to sport the trappings of wealth whether one comes from generations of money or is in debt up to the eyeballs. Need proof? Look no further than the Louis Vuitton and Gucci stores in the King of Prussia Mall in Pennsylvania, the largest shopping mall by retail space in the United States.
Both stores have a roped-off waiting area and even on a Monday evening, the line to get in is at least 10 deep. It's a good bet their stores in every other mall or shopping district also have lines waiting.
So when anyone with a high enough credit limit can buy a Louis Vuitton bag or a big diamond, the truly affluent retreat into inconspicuous consumption. This isn’t a new trend—in the 2008-
2009 recession people didn’t want to flaunt wealth in front of friends who lost their jobs—but it’s grown since then and now also encompasses environmental concern as well as social.
At right, Burberry's mid-length Kensington trench coat for women retails for $1,990.
In today’s casual world, when people feel entirely comfortable wearing gym clothes anywhere, Target's parking lot is full of BMWs, a pair of intentionallyripped jeans can cost hundreds of dollars, and the secondhand luxury market is booming, is there a way to know who can afford what?
One clue might be in their face. An article in The Week says rich people tend to be more relaxed and positive or happy looking—in part because money does alleviate at least certain life stresses. In an experiment at the University of Toronto, two doctoral students recruited 81 undergraduates to look at a series of photographs of men and women, cropped to uniform size and presented in grayscale. Subjects were asked to identify who they thought had income above $150,000 a year and who earned less than $35,000. The result of the experiment was that the subjects sorted the photos correctly 68% of the time—far more than simple chance, says the article. In a follow-up experiment, photos of people looking intentionally happy were much harder to sort by income and class.
If you can make the customer feel positive about shopping with you, confident that they’ve made a good choice, and that the product is going to reflect their values and success (wished-for or real), then you’ve got a good chance of turning a new customer into a permanent client.
For a jeweler, the bottom line is that your job is to sell jewelry, not to worry about whether the client can or should be spending their money on it.
Green Bay, WI--New shoes on Amazon. Took me about three minutes; would have been shorter but I had to pick out a color. I had a friend who had the shoes and I ordered them because I liked them. I was sold before I even went to the web site.
Now, why should people buy from Your Jewelry Store?
DeGroot feels strongly that every store needs at least 10 of these and if you don’t have them now get your team together and come up with a list now.
“The list doesn’t necessarily have to be only things that are unique to your jewelry store. We just need to be able to tell the story and tell it better than anyone else out there,” he says. “Hardly anyone out there is doing this.”
This is something we really need to think about and discuss among our team.
My friend Brad Huisken says it really well: “When people walk through your doors to buy jewelry, they’re not really looking to buy jewelry but they’re looking for a place to buy jewelry.”
They can buy it anywhere of course, so why should your store be that place? What’s great about you and your jewelry store? This is information store management and the sales team truly need to have on the tip of their tongues. It needs to be about why this store more so than why this piece.
These are known as “Reassurance Closes” and can also be viewed as “Silver Bullets” and they truly help customers to solidify in their brains the decision of why to buy from you. We want them thinking: “This is the place I’m buying my diamond; this is my jeweler.”
“Memorize these reassurance closes and use them well and I guarantee you will be closing a lot more sales…”
James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via the website JewelryStoreTraining.com. Jimmy is an AGS titleholder and specializes in training relevant and timely methods for jewelry teams. Contact Jimmy at jim@jewelrystoretraining. com or call 920-492-1191.
Here’s an example:
“Here at J. Gererd Jewelers we head to Antwerp twice a year and buy diamonds directly from the diamond houses there. That means we pass that direct buying savings on to you. And, we have the best warranty in the business, hands down. It’s our Preferred Jewelers International Warranty.”
Merrick, NY--In today’s marketplace, more jewelers are actively reaching out to the LBGTQ community, especially to connect with those who have weddings in their future. The Centurion spoke with experts (from left in image below) Matthew Perosi, Jeweler Websites, Inc., Severine Ferrari, Engagement101. com, and Phillip Bosen, Bosen Associates.
Perosi remembers when the United States Supreme Court legalized gay marriage nationwide in 2015. “ There was a flurry of interest from all areas of the jewelry industry because of the idea that there would suddenly be a new type of customer walking into every jewelry store.”
The realization of that new business never lived up to the expectations, he acknowledged, but says most jewelers didn't understand how to attract this potential new client segment, nor was it understood that this client segment also needs to feel safe while shopping.
Ferrari, founder of Engagement 101, a consumer website of all things engagement, embraces inclusivity also. “The language we use is understanding of younger generations’ approach to gender identification and gender roles. It is our understanding after speaking with a lot of couples, that they want to feel represented and included, but they don’t always want to feel ‘different.’”
George Blair IV, Jeweler Websites Inc., explains that, "Jewelers must be part of the community if they intend to serve it. Language and behavior must be explicitly open and affirming, which may seem like a simple idea, but it really isn't. Understanding what it means to be explicitly open and affirming isn't just the notion that a jeweler instructs all employees to treat all customers with respect. It's the express practice of showing the local community that LGBTQ customers are welcomed into their store.”
Finding the right jewelry. While there are some jewelry lines designed to appeal to same-sex couples, jewelers will do much better by just thinking “couple,” not “same-sex couple.”
Continued on Page 76 --->>
"The concept of feeling safe while shopping at a jewelry store has nothing to do with potential armed robbery, but rather the establishment of protections against further emotional harm," said Perosi.
“If you treat your customers with dignity and respect, they will want to do business with you,” says retail consultant Bosen.
“Salespeople with a company that
models
to sell to everyone is what this market is looking for.”
“Our ring styling approach is that there’s not specific jewelry for LGBTQ people. Anyone can wear anything,” says Ferrari. “For two brides, they are not generally purchasing the same rings. They want to express their different personalities."
Austin, TX—Indeed.com, a leading online employment recruiting site, also offers tips on career development, interviewing, and more.
A recent column in its career development section presented a list of nine sales training ideas that include some creative new ways to get beyond the usual role-playing and motivation style sales training.
Address of full article: https://www.indeed.com/career-advice/careerdevelopment/sales-training-ideas
> Create a public speaking club.
> Set specific goals for cold calling; provide rewards.
> Send them to conferences with a task.
> Perform potential rejection scenarios.
> Incorporate win/loss reports in your training.
> Develop buyer personas.
> Practice selling a generic product.
> Play the argumentative stamina game.
> Encourage positive self-talk.
Louisville, KY—This article from RetailCustomerExperience. com outlines some key elements to making sure your visual merchandising is moving the needle on sales. “You can start by analyzing your weekly sales data, and determine if your present displays are affecting conversions. POS data, stock levels and local trends — these data points will change regularly, but they will give you a fix on the products your customers are most aware of and are purchasing the most,” says the article, written by Ray Ko, senior e-commerce manager at ShopPOPDisplays. A quick summation of five tips from the article:
Inspire interaction with technology and signage. One example: tablets in standing display holders that let customers explore product details, participate in surveys, take quizzes, learn ways to use or wear a product, and point them to the right products to buy.
Curate thoughtfully. “This is where your data-driven knowledge about your customers' tastes and lifestyle choices is so important,” says the article. Reducing clutter in retail displays will help them make a decision, whereas too much merchandise creates confusion and hurts sales.
Window display. Use window displays to give a taste of what in-store experiences await. Position key products at eye-level or close to it.
Fresh aisles. Create visual breaks in long aisles in your store. Try interactive technology displays, stations where shoppers can try products, or even just a well merchandised selection of products that go together, says the article.
Address to full article:
https://www.retailcustomerexperience.com/blogs/how-to-boostsales-with-visual-merchandising-techniques/?utm_source=RCE&utm_ medium=email&utm_campaign=EMNA&utm_content=2021-03-09
Sales per category is the metric that shows which types of products are most popular and bringing in the most revenue. Once you have this data, optimize your visual merchandising to feature those more prominently.
New York, NY--Platinum Guild International USA has released an easy-to-navigate infographic that will enable retailers and brands alike to better understand the mindset of ‘gifters’ versus that of self-purchasers. (Graphic in full following.)
Based on a research study conducted by 360 Market Research on behalf of PGI USA in late 2020, the infographic delves into several key differences which the industry should be mindful of when developing consumer-facing messaging, whether for advertising programs, in-store promotions or social media campaigns. The infographic focuses on five key areas:
Who is buying?
Gifters are a predominantly male audience, with 78% of male respondents having bought a gift for a significant other in the past two years, as opposed to only 28% of women. Generationally, Millennials are out-gifting all the rest, followed by Gen Xers.
Women are treating themselves a bit more often than men, as 52% of those females surveyed identified as self-purchasers reported buying themselves a piece of fine jewelry in the past two years. Again, Millennials lead the pack of self-purchasers; nearly twice as many of those born in the ‘aughts’ made a purchase for themselves, than those in the next closest generation, Gen X.
Who is receiving?
‘Just Because’ was the top reason for nearly half of the identified self-purchasers when asked why they were making a purchase. Classic jewelry-buying occasions, specifically, milestone birthdays and graduations were still deemed important to mark with the purchase of a piece of fine jewelry.
Surprisingly, in the day and age of everything digital, in-store visits proved nearly as inspirational as websites for both gifters and self-purchasers. Advertising and social media also played a part in the decision making, but perhaps not to the degree in which we often believe they do.
Where are they shopping?
For both gifters and self-purchasers, more than 90% of respondents confirmed they shop in-store and will continue to do so. The importance of being able to see, touch and try on fine jewelry will never diminish. That said, consumers have no fear to purchase jewelry online, making a company’s digital presence critically important to continue to maximize the opportunity to grow that channel.
“We feel it is very important to continue to share our research with the industry,” noted PGI USA President, Jenny Luker. “This particular study showed that in the cases of both the gifters and self-purchasers, more than two-thirds plan to purchase platinum in the future, which signifies the opportunity for jewelers, retailers, designers and brands across the board to focus on platinum as a business segment.”
View the graphic on Page xxx, following this article.
The infographic is available for doswnload in a larger format at www.platinumlearning.com/helpful-hints. For more information on the research findings, please contact PGI USA’s Marketing Coordinator, Mackenzie Keefe, at mkeefe@pgiglobal.com.
When segmenting by generations, Millennials, Gen Xers, and Boomers are buying for their significant others by a considerable amount. Interestingly, however, when Gen Zers are in the mood to give a gift, it’s their mom who will most likely be the recipient.
New York, NY—We’ve said it before and we’ll say it again: plus-size snobbery in apparel and luxury retailing is a stellar opportunity for jewelers.
It’s no secret that many luxury apparel brands deliberately ignore women above a certain size. Some luxury brands are so body-elitist that they don’t even sell non-plus sizes above a 12, yet more than two-thirds of American women wear a size 14 or above. Other brands offer plus sizes but only online, as if this customer doesn’t deserve the same instore experience as more petite counterparts.
All women want to feel pretty, so when they can’t find clothing they like, jewelers can step in with beautiful jewelry. But it’s not just luxury brands that are dissing these customers. Popular midprice apparel brand Loft announced last Monday that it would phase out plus sizes, and in the process set off an avalanche of consumer criticism on social media. The mall mainstay brand, along with sister brands Ann Taylor, Lane Bryant (a plus-size retailer) and Lou & Grey, was acquired by Sycamore Partners in a bankruptcy sale last year.
An article in Retail Dive said the brand’s reasoning was “business challenges” of producing a wider range of sizes.
But that could be very short-sighted, says Retail Dive. From the article: “Women's plus-sized apparel represents a $9.8 billion market this year, according to data from IBIS World. The firm designated U.S. adults between 46 and 64 years old as "a key demographic for plus-size women's clothing" and said the number of adults "aged 20 to 64 is expected to increase in 2020, representing a potential opportunity for the industry."
It’s certainly no secret to jewelers that older customers have more money. The past two holiday seasons have borne this out: while this year did see improved sales to Millennials (but not Gen-Z) than last year, most jewelers are still deriving the bulk of their revenue from the over-40 (if not over-50) set—the group most likely to be over a size 14.
Gen-Z, by the way, is a lot more size-inclusive in its attitudes than earlier generations, and drives about one-third of plus-size clothing sales.
What jewelers need to know. Luckily for jewelers, tapping into this market is extremely easy, and jewelry doesn’t require the kind of complex fit adjustments for plus-size customers that apparel does. But that doesn’t mean it requires no adjustment. One size does not fit all, or even most. Imagine a customer enthusiastically trying on a piece that doesn’t fit: by the time you offer to size it, some of the magic went out of the moment.
Here are some tips to make the sale an outstanding experience: When certain styles can’t be sized easily, explain at the outset that the sample is just that and all your customers’ eternity rings are made to order. At least then she goes into it not feeling singled out (and gets a chance to customize the design a bit.)
Stock your best-selling styles in extended sizes that fit on the first try: size 8 and 9 (or more) in rings, size 7.5, 8, and larger in bracelets, and earrings with longer posts or wider openings. If it’s too big on her, no worries: if it’s a best-selling style you should already have it in smaller sizes.
Be sure to stock some hoop earrings with wider openings (or hoops on a post) and put longer posts on all your earrings (you can always snip some off if necessary.) Carry a few budgetfriendly options for bigger diamond stud earrings, such as pie-cuts that fool the eye into thinking it’s one big stud, or even consider lab-grown options for cash-strapped customers (of any size.)
Stock lots of disc stabilizers, aftermarket earring backs, or other fit hacks to keep larger earrings sitting straight. Today’s layered look is especially good for larger women who prefer delicate, diminutive jewelry because multiple pieces will make a statement.
Style-wise, your plus-size customers want the same thing every other woman does: to wear what makes her feel pretty, and to feel pretty while she’s in the process of buying it. Answer that need for her, and you’ve got a customer for life.
Green Bay, WI--One of the most nebulous and taboo subjects in the independent jewelry world is PAY. Everyone’s afraid to talk about it yet everyone wants a good formula for pay. So I have a few thoughts I’ve gathered that can help you create your OWN formulation.
#5. You can’t overcome lack of motivation with a pay plan. Often a change in pay can produce what Peter Smith calls in his book “temporary false positives” but in the long term will fail, because a motivated person will be motivated to perform. A good pay plan will simply reinforce and reward this and cause them to be content right where they are, in your store.
#6. Great support or non-selling folks should be paid well. Again, it’s understanding THEIR individual motivations that allows you to create a pay plan that makes them happy. Maybe Heather just had a baby and now wants to do her goldsmith work in the afternoons because that’s when mom can watch the baby. You work with her because that’s how she’s motivated and then in turn, you have a loyal employee knowing how much you accommodate her motivations.
#2. Think about the store you want to have. If you’re the magic, the top salesperson, your name’s on the building and you want to surround yourself with good support people, then simply find out what a good hourly wage is in your area and offer a dollar more. If you want a more or less autonomous and growing group of motivated individuals selling their socks off, then pay them a decent hourly wage plus a generous performance-based plan. I recommend that plan be based on profit, but you decide.
#3. In his book “Becoming Trader Joes by Joe Coulombe” the author, in almost every chapter attributes much of Trader Joe’s success to well paid employees. If folks can make more at the fast food restaurant down the road, I think you’re creating an environment of folks always looking for their next job.
#4. People are motivated individually. This is how you should pay them. For example, if a top producer is motivated by time, you pay them in accommodation and money. There is no set plan for how to do this. The important thing is to work with them, understand their motivations and develop an individual plan for them.
#7. Team goals and individual goals. I’ve seen the most success with stores that have both of these. It’s very important to have team goals because this fosters teamwork and camaraderie. Also, involve the support staff in the team goals as well. This will go a long way in developing sales and support teamwork.
The beauty of being an independent store is that you CAN individualize your pay to your people’s specific motivations. It’s one of the truly unique and wonderful things about being an independent jeweler. Take a look at your pay structure and see if you can’t tweak it here and there for optimal results.
#1. People should not be paid equally. Those that create more sales and simply perform better deserve more pay than those who have mediocre production. Peter Smith, in his book Hiring Squirrels, says that any system implemented should favor the best performers.
questions when you interact with them. Open-ended questions let your customers respond in ways you might not expect and dive deeper into their issues in more personal ways.”
After that, try to identify how quickly behaviors are changing and whether they’re likely to impact your business or change for the long term.
Entrepreneur also encourages leaders on 'taking action after you learn." From the article: Once you’ve got some answers from these strategies, you still have to ask yourself a number of questions to make decisions from the data:
New York, NY—When customer behavior shifts quickly, businesses need solid strategies to continue to grow. For a jeweler, customer behavior can shift in terms of both shopping habits and style preferences as lifestyle changes take place.
This article in Entrepreneur magazine offers three methods to find out what customers are doing and what they want.
1. Listen and read. Especially for companies that don’t have the budget for deep market research, there is a wealth of content already available, be it in local or industry or general media. But, says Entrepreneur, know ahead of time what kind of data you’re looking for. If you have clear questions to answer, it’s easier to choose sources wisely, cancel the distracting noise, and get real insights. (Editor’s note: for jewelers, look for fashion and style as well as business information.)
2. Flip your role. Even though you’re a business leader, you’re still a buyer. What have you been doing or seeking in your consumption? For instance, maybe more convenience? Chances are your customers feel the same way.
3. Ask your customers directly. From the Entrepreneur article: “Nobody gives customer insights like customers themselves. The trick is to make sure that you use simple but specific open-ended
> How quickly are customer behaviors shifting?
> How likely is it that different scenarios you’ve identified are actually going to happen?
> How long will the changes last?
> How do the changes in customer behavior influence your business?
Generally, if customer behavior is changing quickly, you don’t want to lag in your response — you need to act quickly, as well. If you wait too long, buyers might see you as unprepared, and competitors can get out ahead of you. Similarly, if those changes aren’t going to shift much at your company or are fleeting, then it’s probably not worthwhile to change your business model in big ways.
Address to full article: https://www.entrepreneur.com/article/368859
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The stunning forever twogether two stone ring featuring two GIA certified fancy yellow pear shaped diamonds (2.03, 2.01) embraced by east to west oval diamonds (2.61 ctw). Handcrafted in pure platinum and 18KY gold. Style 7384-007 Prices may vary, please contact us. MSRP: $99,990 JBStar.com
Dazzling three row diamond ring featuring two certified pear shaped diamonds (2.41 ctw.) and oval diamonds (2.37 ctw.) in a stunning design. Handcrafted in pure platinum. Style 5669-013 Prices may vary, please contact us MSRP: $49,990 JBStar.com
This best-selling halo pendant-necklace is a stunning must-have piece. The center oval Mozambique red Ruby stone is eye-clean weighing 0.71 Carat, surrounded by a halo of Diamonds, on a diamond studded chain. Also available in 18k WG and YG set with oval Zambian Emerald or Ceylon Sapphire. Style: P2058
MSRP: $3,300 JBJacob.com
This band features alternating oval Zambian Emeralds (.65ct tw) and Oval brilliant diamonds (.40 ct tw). A modern take on a classic band and an exquisite wedding gift or even anniversary ring. ssAvailable in 14k WG, and YG, with alternating oval Ceylon sapphires or Mozambique Rubies. Style: R5690-WGE
MSRP: $3,000 JBJacob.com
"MAMA" necklace 16"+2" with .15ct
Our MAMA necklace is a year round special gift for that special "MAMA" in your life. It's also a great layering piece to wear everyday. Style: 8M09DY-200N.
LauInternational.com
Our 22K gold and oxidized sterling silver “Chill Link” earrings with diamonds on the middle link and hammered rectangular tops are on trend, yet classic. Beautiful, versatile, can go daytime into evening, at an attainable price point.
Style: CHL22-E-110-GOXD MSRP: $1,570
LikaBehar.com
"LOVE" necklace 16"+2" with 0.12ct
It measures 5 x 12 MM. Our "LOVE" necklace is the perfect layering piece to wear everyday. Show your true passion with our "LOVE" necklace. Style: 8M10DY-180N
LauInternational.com
Our 24K gold and oxidized sterling silver “Inversion” cuff is a beautiful bold look. Hand hammered so each piece is unique, versatile and artistic, a beautiful piece at an attainable price point. Style: IV-B-204-GOX
MSRP: $1,720
LikaBehar.com
Complete GIA CERTIFIED Oval Engagement Ring FlyerFit® by Martin Flyer cutdown micropavé 14K white gold halo engagement ring set with 0.70ct oval center stone. This bestseller is on trend and Martin Flyer only selects the best made GIA center stones based on the best measurements, proportions and pure beauty of the diamond.
Style DERMH7OVR. MSRP: $4,999 MartinFlyer.com
Complete GIA CERTIFIED Pear Shape Engagement Ring FlyerFit® by Martin Flyer cutdown micropavé 14K white gold halo engagement ring set with 0.50ct pear shape center stone. This bestseller is on trend and Martin Flyer only selects the best made GIA center stones based on the best measurements, proportions and pure beauty of the diamond.
Style DERMH7XSPSR. MSRP: $2,999 MartinFlyer.com
Make Chain Layering Effortless with Pre-Styled Collection: Customers are continuously searching for new ways to layer their chains, so MIDAS made it easy by pairing everyone's favorite chains together for effortless style. MSRP: $1,020
MidasChain.com
Create a Gift Set with MIDAS’ Sleek Saturn Chain: MIDAS put perfectly-sized disco beads on sturdy yet delicate chain. The 14K gold chain is available in 18" and 20", or 36" for a longer length or a wrap look. Pair with its matching necklace or anklet, or layer with the two-tone version. MSRP: $555 MidasChain.com
NationalRarities.com
Our Modern Classic engagement ring provides a simplified profile that fits the modern bride’s tastes. We have created variations of diamond gallery profiles to keep up with customer requests. Style 2247 with a 18ky shank and platinum head, G/VS diamonds, pictured with a 2.02ct oval. Suggested MSRP: $2110
Our Modern Classic engagement ring provides a simplified profile that fits the modern bride’s tastes. We have created variations of diamond gallery profiles to keep up with customer requests. With a 18ky shank and platinum head, G/VS diamonds, is pictured with a 2.02ct oval. Style 2247.
Suggested MSRP: $2,110
PrecisionSet.com
Precision Set Fine Jewelry Works provides the craftsmanship to refine innovative designs of today. With 35 years of quality experience, we partner with retailers to accomplish the customer’s requests while providing design security. This ring is pictured with a 3.5 carat cushion in 18k yellow gold. Style 2950. MSRP: $1,310
PrecisionSet.com
Rahaminov Diamonds Flower Studs Available in 18k white, yellow and rose gold. Starting at MSRP: $6,000 Rahaminov.com
Rahaminov Diamonds Movál Cluster Dangle Earrings. Available in 18k white, yellow and rose gold Rahaminov.com
You Me We® is not a traditional stock program. We provide a flexible program of top sellers which allows you to offer your clients consistent, superior diamonds in a wide variety of shapes, sizes, and price points with a no-risk, 100% sell-through guarantee.
RDIDiamonds.com
Rare & Forever: What makes Rare & Forever® diamonds unique? They’re all graded by the most advanced A.I. technology on Earth. Every diamond has benefitted from a rigorous screening process offering customers attainable luxury in the most highly demanded design styles available today.
RDIDiamonds.com
18k white gold pendant with a 2.00ct Paraiba tourmaline (with a GIA report) and 0.92ct of round, white diamonds (GH, VS).
MSRP: $9,999
StevenRoyce.com
From the new Legacy collection, this 17-inch chain necklace is an alternating array of precious 18K yellow gold and 384 round diamond (5.02ctw) links. Suitable for the minimalist looking for a solo statement piece or the stylish head turner who loves to accessorize.
384RD=5.02CTW 18KYW=29.13G Style: NK1922DC
MSRP: $3,145
UneekJewelry.com
18k white gold pendant with a 2.32ct Paraiba tourmaline (with a GIA report) and 1.02ct of round, white diamonds (GH, VS).
MSRP: $11,999
StevenRoyce.com
Inspired by the resilience of the bamboo, these 18K Yellow Gold earrings feature soft golden hoops that imitate the strength and flexibility of bamboo. From the Legacy Collection. Connected by four-pointed stars with 18 round diamonds (0.15ctw) in 18K WG. Style: ER4323DC MSRP: $3,146
UneekJewelry.com
100% Recycled Gold & Silver: Many of the jewelry industry giants have turned to metals suppliers that only process and refine jewelry scrap, such as United Precious Metal Refining, Inc. (UPMR). Founded in 1988, UPMR has always created 100% recycled gold and silver at their facility in Alden, New York. UnitedPMR.com
Refining Services: United Precious Metal Refining, Inc. is the largest US-owned primary refiner for the jewelry industry, processing GOLD, SILVER, PLATINUM and PALLADIUM. All metals are processed and refined to a purity of .9999 fine. The scrap is recycled to make new jewelry products that are used by manufacturers around the world. UnitedPMR.com
Willow Diamonds Cascade earrings are a shower of fire and light! Recognized for her signature laser-pierced diamonds, the lively jewelry of designer Jacquie Earle is mesmerizing and sensual. Her CASCADE earrings are irresistible shimmering with natural diamonds set on handmade tapered spearhooks of 18K gold and platinum. MSRP: $5,800 WillowDiamonds.com
Jazz Hoops Sing! Strike up the band for the hot JAZZ HOOPS by Jacquie Earle that have excited jewelry lovers everywhere. These hoop earrings dance and swing with natural diamonds that have been laser-pierced and set to move freely on handmade oval hoops of solid 18K gold and platinum. MSRP: $6,900 WillowDiamonds.com
From the Fire Opal Collection, this one-of-a-kind piece features a free-form 9.26ct fire opal wrapped with scrolls of diamonds. Our free-form 18kt pendants are best sellers because customers love how we work with natural organic shapes of the opals to create our unique pieces. Style: 17256 MSRP: $4,963 YaelDesigns.com
From Yael Designs' Toi & Moi Collection, this modern ring features two emerald cut aquamarines surrounded by a halo of diamonds in 18kt white gold. This ring is a best seller for its sleek and modern design, and the beautiful hand-selected gemstones. Style: 17265 MSRP: $5,406 YaelDesigns.com
Green Bay, WI--Staffing is difficult for everyone. It’s difficult for all jewelers. We are starting to see more and more help wanted ads for the business itself and this problem is frustrating jewelers from all over the world.
And the solution is realizing that our incoming group of employees are candidates in their 20’s and 30’s. And they think very differently than their predecessors.
I live and grew up in Appleton, Wisconsin, in the Midwest. It’s a very stable economy with the primary industry being paper companies. Growing up I was always told, “Hey, Jimmy, if you go get a good job at the mill, you’d be set for life! You would get good benefits and they would take care of you.”
Well, today in many parts of the world, it’s just not that way anymore. The result is a generation of people who don’t plan on being in one place for very long. And they know they will have to reinvent themselves maybe up to five times during their working years.
So given all of this, how to we find good people?
I was recently chatting with my good friend Bill Becker down at Becker’s in Iowa. And he told me, “We try to give our customers a unique experience. And we need to apply that exact same thinking to our team. If we start there, we’re on the right road.”
Now, chatting with Bill, here’s his formulas:
4. Avoid Hiring out of Desperation, which often results in “warm bodies” syndrome, which is no good for anyone.
5. Train Them with Ongoing Training. There’s nothing that’s more disappointing to a brand new person that to realize a few weeks in that, well, “This is it?” Training gives people the tools they need to constantly be growing and seeing a future with more income in your business.
2. Incentivize Your Current Team—Tell them to keep their radar up and offer something like a finder’s fee. And of course this is also a great exercise in Store Pride by having your team talking your store up.
3. When you do find a good person, hire them whether you need them or not. Good people will always pay for themselves and they’re always good for the whole team.
6. Hire for the Long Term—Treat new people like they are wanted, they’re needed, they’re amazing and that they are a great part of your team. The odds are that as their “needs tank” is filled with that kind of treatment that they’ll probably want to make a career out of it at your jewelry store.
7. Give Them Goals and Incentives—Allow them the challenge of going after a goal and the benefit of profiting when they reach it. And offer both Group Goals and Individual Goals. Magic things happen when the team comes together to achieve greatness.
8. Store Culture is Huge—We spend a lot of time with our employees, so let’s create an atmosphere that’s fun; that people want to be at. Crack open a bottle of wine one week or load everyone up in a limousine one week and take them to a casino or a concert. Create a family atmosphere. We often feel that millennials want their “why” fulfilled. This type of family culture will scratch that itch and fill that “why.”
Let’s face it. Giving people just a paycheck doesn’t cut it anymore. Chains and franchises perhaps may offer better benefits. But, they can’t provide the kind of culture or awesomeness embodied by your approach to running your jewelry store.
Create a culture of family and respect and accountability and you will have good people knocking down the door to come and work for you.
1. Always be Looking—Keep your radar up at all times and when you see an example of great customer service, start a conversation with those people something like, “Have you ever considered a career in the jewelry business?”Watch this video on YouTube at the link below.
1. Your visuals and messaging are different
2. You're trying to make the in-store experience exactly the same as the virtual experience
3. Your in-store experience isn't as easy to navigate as your digital one. Sometimes, websites end up a lot more streamlined and intuitive than brick-and-mortar stores do, simply because of the nature of each experience.
Louisville, KY—We’ve all heard the terms “phygital,” “omnichannel,” “seamless,” and “hybrid” over and over. In an article for Retail Customer Experience, author Jesus Ramirez, vice president of strategy and innovation at Tall Wave, explains that customers want to feel like they're buying from the same brand and getting the same level of value, no matter which format they use. Top image: Mohamed Hassan for Pixabay.
In the article, titled “3 Signs Your Retail Hybrid Experience Is Broken And How To Fix It,” Ramirez identifies three key signs a retailer may need to improve cohesion between online and offline experiences. To summarize:
When you've done all that, your buyers are sure to feel the cohesion of your brand and all that it stands for no matter where they shop. And better yet, they'll be even more likely to keep coming back for more.
Address to full article: https://www. retailcustomerexperience.com/blogs/3-signs-your-retailhybrid-experience-is-broken-and-how-to-fix-it/
But people still enjoy in-person shopping, so it's important to elevate the ease of navigating your physical store. One thing you can do on this front is to ensure you're offering the same level of education and communication in your store as you do digitally.
BY EMMANUEL RAHEB, SMART AGE SOLUTIONS
New York, NY--While people do search online for fashion styles or gifts for loved ones, the bridal buyer is much more active and ready to buy. Before someone proposes they need an engagement ring, and your website is the perfect place to start! Here are some tips for improving their user experience on your website.
Think about the last time you bought something. Where was the first place you went? For most people their purchase starts online, even before setting foot into a physical store. It was true five years ago and it’s even more true today.
Today, your website is often the first impression people have about your jewelry business. Make sure it counts. A recent statistic states that 88% of online consumers are less likely to return to a site after a bad experience. Don’t let that happen to you. Here are five tips to optimize your jewelry website for maximum sales.s
Design is important, but it’s even more important that your site is functional and actually converts. When you build your website on a solid, efficient platform, you don’t have to worry about things breaking. Then, apply the right branding with an optimal design to build additional consumer confidence and trust.
People trust other customers, more than they trust you. By including social proof such as jewelry reviews and customer testimonials on your website, you provide a powerful reason to believe what you say. Customers will choose to do business with your jewelry store over your competitors.
It’s been said that up to 89% of people won’t even take action until they read reviews.
After each purchase, encourage your customers to leave feedback. It can be either about a particular jewelry style or a general review about your jewelry store’s wonderful experience or outstanding service.
Encourage a frictionless transaction. Include every payment option possible, including the four main credit card companies: Visa, Mastercard, Discover and American Express. You also want to make sure you include new platforms such as: Apple Pay, Google Pay, Paypal, Stripe, or Amazon Pay. Your goal is to make your customer’s life easier. Make it easy for them to say yes to that gold necklace, silver bracelet or new pair of diamond stud earrings!
A slow website costs you money. A recent survey found that 47% of all online shoppers want your website to load in under two seconds. If it takes longer than this, most people leave and go elsewhere. In today’s culture of instant gratification, attention is fragile. Make your website blazing fast to ensure a quick sale.
This list is not exhaustive, but it’s a great place to start. Focus on these five key areas and and you’ve got a great foundation for success…then grow from there. The right marketing partner can show you dozens of ways to improve your conversions and make more sales. A little bit of optimization applied to just two or three areas of your website, can help your jewelry business grow exponentially.
People use their phones more than their desktop computers. Your jewelry website needs to look good on mobile. It’s not a choice anymore, it’s a must. If someone can’t access your site on their phone, they won’t give you a second chance. You’ll just lose the sale to your competitor.HEDDA SCHUPAK, EDITOR,
New York, NY—Summer might be half over, but there’s still another whole half to go, including the biggest vacation month of August. And you know people love to shop for jewelry on vacation.
Here’s what top fashion website WhoWhatWear identified as the six top jewelry trends that matter for summer (and into fall), culled from their editors’ perusing of Instagram influencers. Lots of these trends are super-easy for you to stock and sell, especially if you’re looking to tap into the female-self purchase market and introduce some lower-priced goods to bring new customers into the fine-jewelry world.
Trend #1: Pearls!
No matter how many times we’ve said it before, we’ll say it again: these are not your Grandma’s pearls. And even if you do have your Grandma’s pearls, you can up the fashion factor by layering them with gold necklaces (top image, WhoWhatWear.)
Another advantage? It’s never been better than now to dive into the baroque, the tiny, and the otherwise irregularly shaped styles that keep costs down for your younger customers, and offer a more elegant, sophisticated high-end version for your artsy or more mature customers.
Mastoloni’s Aida Charm Hoop (small) in 14k yellow gold with diamond accents and Marisa Shiny Necklace 14KT Yellow Gold 6-6.5 mm feshwater pearl necklace at 36″ also incorporates popular paper-clip links.
Trend #2: Belly chains for the young and taut are necklaces and belts for the rest of us.
With summer 2021 fashion showing lots of bare midriffs, it’s no surprise jewelry is being tapped to fill in the expanse of bare skin between top and bottom. Before you say “that’s not my customer!” realize that any good long chain with a clasp can qualify as a belly chain—and that your customers who long ago left that trend behind can still wear the same piece, just as a necklace (long or doubled) or to belt a tunic. Jacquie Aiche offers this body chain layered over simple camisoles or peeking out from under sleek blazers. 14k gold with 0.36 ctw of diamonds (below, left):
Gumuchian’s 18k white gold 36” necklace (above, right) has seven small diamond pavé daisy flower motifs with diamond centers. Round brilliant cut diamonds, approximately 1.54 ctw.
Trend #3 Statement rings.
These can be playful and colorful and inexpensive like resin, or they can be beautiful gemstone pieces that will last forever. Evoke the summer mood with this medium Venus Wave band in abalone, white mother of pearl and diamond (0.34ctw) from Frederic Sage (top ring, next column), or rings from the Mykonos collection inspired by the Aegean Sea and
architecture of the Kyclades. Sky Blue topaz is framed in white agate and diamonds in 18K yellow gold. Doves by Doron Paloma (below, right).
Meanwhile, the still-popular paper clip link is a good bridge between dainty and bold. Here’s a 14k gold 4.2 mm paperclip chain from Royal Chain, below top, and a medium-heavy link chain from Elite Designs Inc., below bottom.
Trend #4: Beaded Necklaces.
Another one of those perennial favorite categories, beads are having a moment this year. Go playful or go for the real thing that’s timeless, such as this Phoenician gold multi-strand necklace with mixed gold beads and stones, from Gurhan:
Trend #6: Layered Silver
Last, but not least, take any of the trends mentioned above and translate them into silver. WhoWhatWear says, "the poppunk aesthetic is thriving, and it's bringing a whole chunk of fashion trends along with it. On the clothing side, it's plaid and leather. For accessories, it's layered metal and silver jewelry." Don't be afraid to mix pearls in with silver, too--this summer's iteration is a softer, less spike-in-your-face style. Here's a start with some pieces from Pesavento.
Trend #5: Link necklaces, the forever trend. While the dainty layered look is still in favor, the newest look in neckwear is much bigger and bolder. We saw this earlier in the Natural Diamond Council’s trend report.
New York, NY—As the world inches closer to putting the pandemic in the rearview mirror, consumers are feeling a new sense of optimism and freedom that’s being reflected in the fashion and jewelry they’re buying.
The Natural Diamond Council on Wednesday released its annual fall diamond jewelry trend report, compiled by the organization’s Style Collective, a group of a half-dozen key influencers and trend observers. NDC creates two trend reports each year; the fall report launches to consumers in late spring and a holiday guide launches in October.
The trends presented in NDC’s report inform the jewelry that is featured as a hero in the consumer ad campaigns, says Kristina Buckley Kayel, NDC’s North American managing director.
“Our numbers ensure those trends are getting in front of a vast audience very engaged in our content,” said Kayel. But it’s not a one-way effort, she emphasized. “It’s there for us to coordinate as an industry and be consistent in communicating and merchandising these trends so they have more power and relevancy for the end consumer.”
Jill Newman, Natural Diamond Council’s editor at large, and Marion Fasel, a renowned jewelry author, introduced the 2021 fall report. Newman, the former jewelry editor of The Robb Report, also is a contributor to Town & Country magazine. Fasel, former longtime jewelry editor at InStyle magazine is the founder and editor of The Adventurine.
Newman highlighted the new sense of optimism and celebration driving jewelry design now. In addition to the rest of the Style Collective team, she and Fasel spoke to lots of leaders and influencers, asking what they think the top trends will be culturally. Everyone’s answers overlapped with this sense of optimism, she said. Translating that into jewelry design, these are the key trends:
1. Heavy metal chains. The new iterations are a little softer than the ‘90s rap artists’ chains. While elements of that look still exist, the new designs are a little more feminine and tactile, and especially will feature a touch of diamonds.
“Tiffany’s HardWear collection looks so fresh and new in rose gold with diamonds,” says Newman. “It takes it from a rocker feeling to something a little more refined and prettier with sparkle.”
The light layered necklaces and charms that have been popular in recent years are still important, she said, but now they’re being integrated with the heavier pieces to elevate the look. “This is about the chain, not the charm.”
“Trends in fine jewelry can be electrifying term for people, because it sounds disposable and like it comes and goes. But a trend in jewelry is when it feels right again, and repetition will bring a trend home for all of us,” added Fasel.
Often asked by jewelers what they should be buying, Fasel encourages them to position the heavier pieces as an investment piece that can be worn day in and day out. It won’t go out of style, she reassures.
She also pointed out that so many of these trends emanate from the fashion runway, which often is costume jewelry but it looks right with the clothes.
“Jewelry stores are selling what’s real and authentic, but it still has to relate to fashion. We’re all wearing it together. Especially now, people are feeling a sense of optimism, going back to offices, going out to dinner again, they want that celebration.”
2. Diamonds and pearls. Fasel says she can’t count how often the industry press has tried to bring back pearls to no avail, but now it’s finally happening. Pearls have been used in fashion as accents and pearls and diamonds are a magical combination of light on light.
“You might think the combination is prim and proper and in the past it was, but we saw Kate Middleton wearing the Queen’s four strand necklace and the late Princess Diana’s earrings at Prince Philip’s funeral.” She’s worn it before—wore to the Queen and Prince’s 70th anniversary—but when she put it on this weekend it was really eyecatching and reminded everyone of the beauty of the combination, said Fasel. She also highlighted Vice President Kamala Harris wearing beautiful diamond and pearl pieces from Irene Neuwirth, and Ariana Grande’s pearl and diamond engagement ring.
“She’s bringing the diamond and pearl combination to a whole new generation who won’t think of it as prim and proper.”
HEDDA3. The New Hoop. Hoops been around since the dawn of time, said Fasel, but in the past few years they’ve become something to wear for an occasion. She highlighted poet Amanda Gorman wearing them for her reading at President Biden’s inauguration in January. Then Beyoncé wore hoops as formal wear at the Grammy Awards.
It’s about having a wardrobe of hoops, says Newman. Bold hoops can be an investment piece and smaller ones more casual. “We’re seeing ourselves in meetings now on Zoom and realizing how much light it brings to your face in a big hoop.”
NDC showed a variety of diamond hoops. At bottom right, poet Amanda Gorman's hoops made a big splash on Inauguration Day.
4. Gender-free jewelry. “Gender-free is here to stay. We’re culturally seeing this movement and it’s not going away,” said Newman. It started with celebrities like Justin Bieber and Harry Styles appropriating women’s jewelry but now she says a few watch retailers no longer want to sell watches specifically for men or women, indicating the trend is growing.
Gender-free jewelry tends to be a little more discreet. Newman calls it “live-in jewelry” that you can put on and sleep in and never take off. But some of it is big and bold: in January Boucheron unveiled a gender-free collection with a necklace that can be worn long, as a choker, or as a belt so that a couple can literally share the piece and both wear it.
“By Boucheron doing that, it changes perception and we’re going to see more men in diamonds and in jewelry,” she said.
“If I see a man on the red carpet without a brooch in his lapel, I think he’s not really dressed,” echoed Fasel. She sees this as a real growth area but acknowledges the biggest resistance might be at the retail level.
“That would be a mistake. I remember when there was resistance to selling single earrings. The resistance lasted a long time. Why not welcome men to wear everything they want?”
Blair recognizes that, "People are going to be looking for jewelry that resonates with them, not necessarily their gender identity or sexual identity.”
Perosi adds, “When someone is shopping for wedding jewelry they should be guided over to the entire collection of all available wedding jewelry and asked what they have in mind. Let the customer guide the initial conversation and give them plenty of freedom and comfort to gravitate towards the wedding rings they are interested as well as select the pronouns they want to use to describe their significant other. Never assume the pronoun for their significant other, even after they reveal the other person's name.”
Language matters. “It’s time to lose the word bridal and replace it where applicable with wedding or commitment jewelry,” said Bosen. De Beers already figured this out: starting in 2019, it dropped the word “bridal” and put all engagement and wedding jewelry under the umbrella of “commitment jewelry.”
customer to "tell me about him and his tastes." When someone is shopping for wedding/engagement rings by themselves—or any gift, for that matter—he suggests a jeweler always refer to their significant other as "the lucky person" or similar gender neutral phrasing. Language experts now have designated “them” as a gender-neutral alternative pronounm for “him” or “her,” not just as a plural reference to a group of people.
Worried what other customers might think? “Many jewelers are still afraid they will alienate their existing customers by creating marketing campaigns that would show samesex and gender neutral couples sharing tender or casual, everyday moments at home or in public,” says Perosi. He suggests reimagining ads with a couple of men, a couple of women, or a couple of people whose genders are not apparent.
A study published by Statista in October 2020 revealed that nearly 50% of respondents said that the appearance of a same-sex couple in an ad would not change their purchasing behavior, and only 18% said that they would be less likely to purchase a product because of those ads.
Perosi agrees. “Above all else, the entire jewelry industry is guilty of using the word ‘bridal’ to refer to the entire collection of jewelry that is intended for engagements, weddings, and anniversaries. I hate how ingrained the word ‘bridal’ is in the hearts and minds of retail sales staff, jewelers, designers, and manufacturers. Even when I ask a jeweler what lines of ‘wedding jewelry’ they carry, they always answer with references to their ‘bridal lines.’”
Similarly, he says a jeweler should no longer ask a man shopping for a wedding ring to “tell me about her,” or to ask a woman
“If the display of same sex couples together is something that a jeweler is not willing to commit to, then the easiest way to portray inclusivity is to show a groom by himself or a bride by herself rather than always heterosexual couples pictured together,” he suggests. He also notes that attitudes against same-sex marriage tend to be stronger among older demographics, many of whom either already have or soon will slow their jewelry-buying habits. That theoretical 18% of customers that jewelers are afraid to lose may not be contributing much to the bottom line anyway.
ALLISON-KAUFMAN, Luxury 1023, Page 41
ASHI COUTURE, Luxury 1227, Pages 26-27
BELLARRI, Luxury 723, Page 33
BENCHMARK, Plum Club 150, Back Cover
FIRE & ICE DIAMONDS, Luxury 1026, Plum Club 210, Pages 12-13
GCAL, JCK L2-04, Page 36-37
GOLDEN STONE, JCK 50076, Page 45
GORDON CO., THE, JCK-L123, Luxury L111, Page 23
GOSHWARA, Couture 201, Pages 80-81
GUMUCHIAN, Couture 111, Page 31
HULCHI BELLUNI, Couture 131, Page 43
JACK ABRAHAM, Luxury 213, Page 2
JB STAR, Luxury 415, Pages 20-21
JEWELS BY JACOB, Luxury 415, Pages 6-9
LAU INTERNATIONAL, JCK22103, Page 51
LIKA BEHAR, Luxury 401, Pages 18-19
MARTIN FLYER, Luxury 717, Page 3
MEIRA T, Luxury 731, Page 47
MIDAS, JCK 12089, Pages 34-35
NATIONAL RARITIES, Page 49
PRECISION SET, Luxury 535, Pages 28-29
RAHAMINOV, Luxury 622, Pages 10-11
RDI, JCK 10075, Pages 38-39
STEVEN ROYCE, Luxury 1001, Pages 16-17
THE SALES MINUTE, Page 79
UNEEK, 53048, Page 4-5
UPMR, JCK 53048, Page 53
WILLOW, Luxury 630, Pages 14-15
YAEL, Luxury 412, Page 25
PS: The choice to do a smaller book, 5x7, versus the standard 6x9 format, was designed to drive home the idea of a companion piece and ease of accessibility. It presented some challenges in that I had to work hard to reduce some of the tips to ensure they fit on a single page. That was an interesting but worthwhile challenge.
M:S: Is this book targeting first time salespeople, or more seasoned professionals?
PS: Great question and the answer is yes. You don’t have to be a seasoned salesperson to get value from this book, but if you are more experienced, I suspect there will be some real nuggets in the book that you will find to be helpful.
M:S: Can you give us a couple of examples?
PS: Sure. I read voraciously on the subject of sales psychology, consumer-behavior, and neuroscience, and yet I was only recently reminded when reading a book on the psychology of pricing that the number of syllables we use when quoting a price to a customer impacts how they perceive that price. That is not something we hear about on a regular basis, and yet there is science to back it up and it is, in my view, an incredibly interesting and useful tip.
There are quite a few tips dealing with body language and non-verbals, and one in particular, cautions salespeople not to touch their necks after they quote a price. It’s something you see salespeople do from time to time and the act can unintentionally communicate to the customer that the salesperson lacks confidence in the price.
Another example is furniture. We have long discussed the merits of greeting customers while standing behind showcases,
counters, or desks. In short, you will be better off not having furniture between you and your customer if that can be avoided…at least when greeting them.
M:S: Because of the short format, was this book easier to write than Hiring Squirrels or Sell Something?
PS: No. More than a writer, I consider myself to be a storyteller, and the longer form of the previous books allowed for that to flow naturally. The very reductive nature of The Sales Minute proved quite a challenge as I was trying to make some really important points, based on real science and academic research, and trying to get that point across in very few sentences. It was a great discipline, but not a fun process.
M:S: What is your goal with The Sales Minute?
PS: I’d love to see every salesperson in retail own a copy, wear it out with notes and highlighters, and have to buy replacement copies. Seriously, it would be great if some of those tips could be difference-makers for salespeople. That means they use them, they see the benefits of doing so, and perhaps it encourages them to read additional writing on the psychology of sales.
M:S: Where can people buy the book and how can they reach you?
PS: The book is available on Amazon.com, on Barnes & Noble. com and at many other book sellers. The best way to reach me is on LinkedIn or at Dublinsmith@yahoo.com.
