Craft Silver Bullet ‘Reassurance’ Closes to Win More Customers

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.