THE CENTURION'S MISSION: SALES MAGAZINE--FEB 2021 PREMIERE ISSUE

All rings are complete with GIA cer tified centers

President, Mémoire & Hearts On Fire (Chow Tai Fook North America)

A Learning Mindset

I just finished a book that I struggled to appreciate, almost to the point of abandoning it. I happen to subscribe to author Ian Caldwell’s assertion that “the worst thief is a bad book,” to the extent that time invested reading a bad book is stolen from other more worthy endeavors, not least of which is reading a good book.

stores, and on the supplier side of the business, will benefit from a commitment to continuing their sales education.It has never been easier to embrace learning in digestible bites. We are fortunate to have so many passionate and credible voices in our industry and I know that you will have the opportunity to read many of them in the pages of this and future installments of MISSION: SALES.

Some of those articles will resonate more than others and you’ll find yourself philosophically aligned with some authors more than others. On the whole, however, if you take the time to make a habit of reading these contributions, you will find wonderful sales nuggets to help further develop your sales skill-set.

When it comes to sales training, in any form; in-store, videos, articles or books, there are no silver bullets, magic potions, or perfect courses. No one trainer or point of view has all the answers, or even most of them. And there is no end game, where you check a box. The process of learning is an ongoing commitment, and it requires two key elements:

1) A commitment of time to constantly sharpen your sales skills and

2) An open mind to take something from sources, even if you don’t agree with everything written or said.

I have written often about the power of sales wiring with salespeople. I am convinced that the single most important thing you can do for your businesses is to hire and identify (sometimes they reside within your own company but aren’t currently working in a sales capacity) people who have sales wiring.

People who are self-motivated, people with empathy, people who have the necessary resilience to thrive in an environment (post pandemic) where there is always going to be lots of rejection, people who are naturally optimistic. Those traits are fundamental to sales greatness.

That said, everyone who makes their livelihood selling jewelry, whether in independent jewelry stores, chain stores, department

Great salespeople don’t rely on sales meetings, or motivational speeches alone to become better. They know that sharpening their skill-set requires a mindset of continuous learning. They know that despite their success, there is always a little something more than they can do each day to maintain their edge. They know that the fuel for superior sales performance is fed daily by consuming small, digestible bites. MISSION: SALES is a welcome addition to the landscape.

So, what did I learn from the book I was reading?

On the eve of World War Two, only about 10% of engagement rings had diamonds. The single biggest catalyst for change was De Beers’ Diamond Is Forever campaign that was launched in 1947. Who knew?

Peter Smith

President, Mémoire and Hearts On Fire

(Chow Tai Fook No. America)

Reach out to Peter at psmith@ctfna.com

Author of Hiring Squirrels, 12-Essential Questions To Uncover Great Retail Sales Talent and Sell Something, Principles and Perspectives for Engaged Retail Salespeople (available on Amazon.com)

But here’s the thing, I didn’t give up on the book and it began to grow on me. By its conclusion, I felt the time invested had been worthwhile and I’d learned something.

Welcome Letter..................................................................2

THE BIG PICTURE ARTICLES

Establish Trust and Connect with Customers Online........14

Trendspotting For Better Sales.........................................22

The Knot Annual Engagement Ring Study.........................24

LEVEL UP YOUR SALES NUMBERS ARTICLES

One Thing You Can Wear To Double Your Sales................28

Five Contacts A Day..........................................................30

Five Carat Sales Tool.........................................................30

Sales Blunders To Avoid!..................................................30

Six Questions That Sell Engagement Rings......................31

Five Tips To Beat Last Year's Numbers............................31

KEY SALES ADVANTAGES ARTICLES

Free! New Co-Branded GIA Sales Assets..........................32

PGI USA Offers Custom Training for Retail Partners.........32

Easy Phone Sale Tips.........................................................32

MAINTAINING CUSTOMERS & SALES ARTICLES

When/How to Ask For Client Info....................................33

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If we learned anything from the past year, it was

ADVERTISERS INDEX

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“It is not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable to change.”

– Charles Darwin

By Hedda Schupak, Editor, The Centurion

How To Establish Trust and Connect With Customers Online

London, UK—In its 2020 Diamond Insight Report, released Monday, De Beers emphasized that the global COVID-19 pandemic has hastened already-emerging trends in how consumers shop. Most notably, online is much more important than it was nine months ago. Although many consumers still prefer face-to-face transactions at a physical store—even in the pandemic—the two channels now share space in a “phygital” world that jewelers ignore at their peril.

The following tips from the report will help retailers ensure their websites are ready to meet changing consumer needs and demands.

1. Create trust. There are proven “rules” for establishing trust and communicating credibility online. You must communicate quality at the visceral/ emotional level. First impressions count, and you must communicate positively with the non-conscious (but highly judgmental) emotional parts of your customers’ brains.

Key factors are:

• Professional look and feel of your site. The layout, typography, spacing, high quality product shots, et cetera all have the ability to command immediate ‘surface’ trust. Your online presence should be of the same quality as your physical presence.

• Ease of use and usability. Ensure the site is well-organized, effective, efficient to use, and free from errors. Loading speed is important too.

• Quality copy and content. Avoid meaningless, repetitive copy written specifically for search engines rather than humans.

Instead, provide concise, structured, meaningful, accessible content (which will also perform well with Google search results)

• Up-to-date content. Show the website (and presumably your business) is well-maintained and cared for.

• Display third party verifications and reviews! What others say about you (“reputed” trust) carries more weight than what you say about yourself.

• Make your physical address(es) easy to find on the site. Include pictures, phone number, and a map.

• Name the people behind the store, include bios highlighting their roles and expertise, and consider featuring photos. Consider extending your reach via blogs and social media presence.

3. Highlight your real expertise and experience. Expertise is the second essential component of credibility (in addition to trustworthiness):

• Provide thought leadership, expert opinion, and advice to customers. This could be via blogs, on social media, via callouts on product pages, or more direct and personal via online chat features on your website, Q&As, and even video calls.

• Show longevity if possible. For example, when the store was established, historic blog posts or company history or timeline.

2. Highlight that a real organization with real people exists behind the site. Many consumers are uncomfortable buying from brands they don’t know or from a “faceless” organization:

How to Establish Trust and Connect With Customers...Continued

<<--- Continued from Page 14

4. Make it easy to get in contact and be responsive. Do so in a way that suits the customer:

• Provide a variety of contact channels, including email, phone, click-to-call, contact form, social media, live chat/ messaging, and consider options like video chat.

• Ensure responses, regardless of channel, are as immediate as possible. This means all channels must be checked very regularly, as customers demand immediate gratification, and attentiveness is expected.

There are some unique but important considerations for selling jewelry or luxury items online when the physical product cannot be touched and experienced in-store. In particular, sizing and delivery are foremost concerns for consumers shopping online.

To help:

• Provide clear size guides, reference size cues such as pictures on a model or other visual measurement tools to indicate size. Perhaps provide a virtual try-on experience, where the customer can at least see themselves “wearing” an item.

• Ensure you have a clear and fair returns policy. This also ties back into the issue of trust, because if a consumer knows they can easily return something, they’re much more likely to trust you enough to make the purchase. If they have to return it and that process is handled smoothly, they’re more inclined to buy something else, either immediately or later on.

• Make sure your returns process is intuitive to provide flexibility to the customer.

• Delivery can present a barrier to the immediate satisfaction of purchasing in a physical store. Offer fast delivery options, including same-day delivery if possible. This provides the nearimmediate gratification of shopping in-store, and reinforces your personal service/trust factor.

• Security and safety of delivery are also key consumer concerns, especially with high-value items. If you’re not delivering the

purchase yourself, use a trusted and well-known carrier that will ensure all appropriate safety and security measures are adhered to. Reputation of those you choose to work with is another important factor in trusting you.

• Provide alternatives such as BOPIS (buy online, pick up instore) or delivery to offices, or establishing an exact delivery/ pickup time so customers don’t have to worry if they’re not home.

Finally, with COVID-19 expected to be with us for some time longer, here are De Beers’ tips for signaling the safety of your physical store to all customers:

• State the steps you are taking, ensuring you are in-line with local guidelines, and highlight where additional steps have been implemented. For example, this could be as a temporary banner that inserts at the top of all your web pages until closed by the user.

• Consider some visual reinforcement of the safety steps with photos, where appropriate.

• Consider a by-appointment arrangement to reduce crowds in-store. Limited capacity might be mandatory in your area anyway, but this can also add to a feeling of specialness/ personal service.

• Highlight safe and easy collection and/or delivery methods.

Offer alternatives to a visit or a

• Following a phone, video or chat consultation, create a shortlist of potential products (which could be tried on instore or potentially at home for selection).

•

‘pre-filter’ before a visit. One-toone video calls (or equivalent) allow you to give personalized service, offer advice, and show your expertise without the need for a physical visit. Keep these real and authentic, and aim for the same personal connection as in a real visit.

By Hedda Schupak, Editor, The Centurion

Trendspotting For Better Sales

Merrick, NY—As a former fashion editor, I’ve always got my eye on what trends are coming, going, and classic. Although right now even putting on a pair of jeans feels like dressing up, there will come a time, hopefully soon now that vaccines are on the way, when we will all get dressed again and go out for fun, not just groceries. You’ve no doubt already learned some of my favorite trend-spotting tricks, and it never hurts to be ready.

So, my tricks to spot a trend that can translate into better merchandising and sales? To recap:

Three times is a trend. I didn’t make this rule, but this favorite saying from Harpers’ Bazaar is a good guideline. If you see it in three different places, it’s a thing.

Corollary to the three times rule: it takes an average of three years for our eyes to adjust to a radical new look. The cool girls started wearing (Adidas) Stan Smiths with suits about five years ago; by three years ago sneakers and suits were de rigueur for fashionable urbanites, and now even Vice President Kamala Harris famously wears kicks with pantsuits (though she prefers Converse Chuck Taylors.)

Directional, not actual. What you see on the runway or in editorial spreads in high-fashion magazines are extremes, meant to make an artistic or directional statement. By the time a trend gets to the consumer, it’s going to be distilled down. What’s open to the waist on the runway will be a deep V-neck in the store. A shoulder-dusting hoop earring in a magazine will be a large—but not saucer-sized—hoop in women’s ears.

Are my customers too conservative—or am I? Next time you think something won’t sell in your market, pause and ask yourself why not.

To that end:

Go people-watching. Literally. Sit or stroll and watch women in their daily lives at the mall, at the grocery store, going out to lunch, in a business park. How are most of them dressed? And what kind of jewelry are they wearing? Is it big? Small? Layered? Necklaces? Bracelets? Earrings? Watches? Keep the mood and silhouette in mind when buying merchandise.

Scour both Instagram and Pinterest. Instagram is a place where brands and influencers hang out—but Pinterest is a place where ordinary consumers tell you through their “pins” what catches their eye.

Watch the jewelry when jewelry isn’t the point. I.e., in ads, catalogs, websites, TV shows, etc. That’s going to show you what’s resonating. For example, fashion websites like WhoWhatWear have lots of articles with titles like “9 Trends Women Over 50 Are Wearing.” The clothing is the focus of the article, but look closely at the jewelry in the photos. In that article, I’m still seeing long, layered, and delicate pendant necklaces (obviously, this trend is still going strong!), along with a more substantial 80’s style collar or two, an emerging trend (remember that three-year rule!), and a lot of watches. But there were no big necklaces, bracelets, or huge earrings.

Seize big-news trends immediately. When jewelry makes huge fashion news like Vice President Harris’s pearls did, you want to make sure you’re on top of the trend ASAP. Test with a few pieces at different price points as soon as you can and make sure to promote it vigorously while it’s still a hot topic.

Vice president Kamala Harris, shown here as a candidate, wears pearls almost every day.

Classics are classic for a reason. You can’t go wrong with diamond stud earrings. Ever. But you can go wrong with price, so stock wide enough options for everybody.ss

You’ve got good taste.

By Hedda Schupak, Editor, The Centurion

The Knot Annual Engagement Ring Study: What Retailers Need To Know

New York, NY—Love isn’t cancelled. Initially anecdotal, by year’s end the evidence was also empirical: the pandemic has forced many people to reassess their lives and focus on what matters most. As a result, couples are getting engaged at a record clip. As a result, couples are getting engaged at a record clip. Image: Solitaire engagement ring by Fana. The number-one attribute driving the sale of engagement rings is design, says the study. Style and setting mattered more to buyers than anything else.

The cost of an average engagement ring in 2020 was $5,500. While a little lower than recent years ($5,900 in 2019) given what havoc the pandemic could have wreaked on business, it’s not bad. It’s also a national average—in February 2020, shortly before the pandemic hit the United States hard, bridal brand Ritani told Business Insider that typical ring spends varied by state, with the highest being $10,109 (in Washington) to $3,005 in South Dakota.

The Knot study found that one-fourth of all respondents were planning to spend much less, between $1,000 and $3,000 on the ring, and of those, 11% were planning to spend less than $1,000. As Ritani’s figures also showed, spending varies by region. The highest spend overall—$7,600—came from the mid-Atlantic region. And despite the top figures from Washington and second-highest, California, cited in the Ritani study, The Knot says couples in the west spent an average of $5,400, while the lowest spend was in the southeast.

Not surprisingly, 86% of couples chose a diamond engagement ring. Among the 14% who chose another stone, about one fourth (26%) chose moissanite, suggesting they like the look of a diamond at a lower cost. The study did not mention lab-grown diamonds.

About 2/3 of all engagement rings have a center stone (of any kind) between 0.5 and 1.5 carats, and 43% of those were round, followed by oval at 15% and princess, at 13%.

About 58% of couples bought rings with a diamond center and side accents, and one-fourth chose a single solitaire. For total carat weight, the average ring was 1.50 carats, 1.30 of which was in the center stone.

The most important features of the ring to buyers were, in descending order, style and setting, center stone shape, type of stone. 48% of buyers had some degree of personalization (beyond sizing) of their ring, showing that the ability to customize is very important for retailers to offer.

Gold was the preferred metal for engagement ring settings, with more than three fourths (77%) of couples choosing it for their ring. The top three choices were white gold (48% of respondents choosing), yellow gold (16%) and rose gold (13%), which tied with platinum, also at 13%. The rest opted for other metals.

82% of ring buyers set a budget for the ring, but only 10% of couples set that budget number together. But once set, more than two-thirds (67%) said they stuck to the budget when shopping. 20% went over their predetermined limait. The overwhelming majority (91%) bought the ring on their own. 2% said their parents helped with cost, 3% said their partner paid or contributed to the cost, and 3% said they split the cost or paid out of a joint bank account.

68% of couples also purchased insurance with their rings.

The band. No, not the guitar and bass, the wedding ring. Those still get somewhat short shrift, found the study: the average cost of a women’s wedding band in 2020 was $900 and the average cost of a men’s band was $500. White gold also was the most popular.

Good news for jewelers: even in a pandemic engaged couples still like making this most important purchase in person. 63% of respondents bought their engagement rings in a store, and of those, more than half (51%) went to a local independent retailer, while 33% went to national or regional jewelry chain like Kay or Zales. Of those who purchased the ring from an online-only retailer, the top three choices were Brilliant Earth (21%), Blue Nile (19%) and James Allen (17%).

The proposal. Not surprisingly, couples had to pivot somewhat in their proposal plans due to the coronavirus pandemic. While it didn’t dissuade them from going ahead, it did impact things like how, where, and how to talk to parents or a jeweler without their significant other noticing. While nearly half of proposers in 2019 spent between one and six months to plan the special moment, in 2020 half began planning only a month before or less.

This year’s most popular proposal locations remained the same as previous years: scenic viewpoints (31%), at home (23%), at a place with significance to the couple (16%), and during outdoor activities like hiking (for the most part all thankfully falling within COVID restrictions.) Four in 10 couples proposed outdoors this year.

70% of couples surveyed plan to marry in 2021, and most of those in the second half of the year. 20% are looking at 2022 and 20% haven’t set a date, waiting to see how COVID restrictions play out. A significant number are planning microweddings, a very small celebration with fewer than 50 guests most close to the couple, and beauty in the details.

By Peter Smith, President, Mémoire & Hearts On Fire (Chow Tai Fook North America)

One Thing You Can Wear To Double Your Sales

Boston, MA--We all make choices about what to wear every day. For some, the decisions come quite naturally: “Hey, Susy, have you ever worn the same outfit twice?” For others, it is a daily chore, designed, it seems, to torment our very souls. “Wow, he sure is getting his money’s worth from that shirt.”

Whether you are in the former or the latter category, it is generally accepted that when we do arrive at work, and prepare ourselves for that day’s appearance on the great retail stage, we ought to look like we are working. No yoga pants or slippers for me, thank you!

One of the things that I have never, ever understood, is why salespeople in fine jewelry stores would ever fail to dress themselves in an appropriate piece of jewelry befitting the environment in which they work. Figure it out: the upside potential, when weighed against the small costs of refurbishing a piece, and the even smaller likelihood of actually losing a piece, is far greater and immensely profitable.

Wearing jewelry that represents your store’s image is positive for reasons that transcend the mere "show value" demonstrated to customers. It is hugely beneficial because your employees will gain a whole new appreciation for fine jewelry when they wear it themselves. They will, more likely, become emotionally connected to the jewelry and they will have a much easier time conveying the value to the customers when they themselves understand it, as opposed to simply stating its features and perceived benefits.

So, now that I’ve gotten the yoga pants and jewelry rant out of my system, what is the one thing that you can wear to double your sales. Quite simply, a smile.

There have been numerous studies in recent years that focus on mirror-neurons, how we unconsciously mirror the behaviors and actions of people when we are engaged with them. If they are happy, we are more likely to be happy, if they are sad, we too tend to wear a sad face, if they are angry, well that just makes us angry too. Have you ever found yourself listening to someone talking with a stutter? What do you find yourself doing? Of course we know that it is neither politically correct nor helpful

to stutter along with them, or to finish their sentences for them - and yet the urge to do so is very strong. It speaks to our need to be empathic and to align in a social context. Have you ever tried to prevent yourself from yawning when you are with someone who continues to do so?

Wearing a smile on your face accomplishes two very important ends. In the first instance, it transmits, through the power of mirror-neurons, a very warm and welcoming attitude to the person you are engaged with. It is just plain difficult to be miserable when you are talking to someone who is happy (the antitheses of ‘misery loves company’). You will find yourself slowly but surely succumbing to the attitude of the other person. Incidentally, in the case where two completely opposite emotions collide, the dominant personality (happy or sad) will typically win out. So be VERY happy.

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The second very powerful aspect of wearing a smile on your face is that it has been clinically proven (there are many studies on the topic, but there is one German study in particular that is very compelling and is cited in many of the recent psychology books) to lift your own spirits. It was long held that our faces wore the expression of our feelings. More recent works in neuro-science, however, believe that the opposite also works - and that out faces, in fact, can lead and ultimately determine how we feel. A smile can be the catalyst to change how we feel ourselves and it can help to brighten the day for your customer.

David Lewis wrote in his wonderful book, Impulse, Why We Do What We Do Without Knowing Why We Do It, “When we see someone smile our mirror neurons for smiling also fire creating in our mind the emotions associated with the smile. There is no need for us to think about the other person’s intentions behind the smile – the experience is immediate and effortless.”

With so much at stake, can we afford not to smile?

Sell Something

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“Whatever your role, this is a must read!”

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Hiring Squirrels

“The most helpful guide to hiring salespeople I have ever encountered.”

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“A must for any business involved in sales.”

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“Sell Something is a fantastic and essential read.” Lara, Amazon Reviewer

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FIVE Contacts A Day!

By James (Jimmy) DeGroot, Jewelry Store Training Institute

Green Bay, WI--This year is different. There, the obvious has been stated. So now independent jewelers have an opportunity to capitalize on a major development over the past year, RELATIONSHIPS.

People are buying more than ever before to compensate for Covid blues. They haven’t taken their $10,000 vacations. They’ve been forced to work on relationships more now than ever. So we should be growing our relationships with them as well. Definitely keep doing advertising, but add one very important element, FIVE contacts per day.

In December, received a text from a jeweler. “Hi Jimmy this is Kenzie with Feldstein’s. Christmas is coming up. If you want to get something for Sharon, I’m here to help! Maybe a matching bracelet or necklace to the earrings you gave her last year?”

WOW! Now do you think that was a neat little text? A typical guy like me sees an opportunity to get something checked off my list and by a professional with a fashion sense that knows exactly what Sharon is wearing. have to believe a very high percentage of these texts ended in sales for Feldstein’s.

All you need to do is get your team to commit to 5 contacts per day. These can be emails, texts, good old fashioned hand written notes or direct messages. Yes we will be busy with who is coming through the door today. But if we eak out FIVE contacts per day per person, we could really make an impact on sales beginning immediately.

You can enjoy sales training videos through www.jewelrystoretraining.com. Visit https://news.centurionjewelry.com/videos/detail/what-jewelers-should-be-doingright-now to view a video about this topic.

FIVE-Carat Sales Tool!

Vicksburg, MS—Buying diamonds off the street is not only a good way to turn a profit for jewelers, it can also be a good way to stretch your marketing dollars, help your sales associates break the ice with customers, and potentially nudge them to a higher ticket purchase.

Matt Southerland, owner of Magnolia Jewelers in Mississippi, recently made local news with a five-carat diamond ring worth more than $100,000 that he’s keeping in the store for customers to come try on just for fun.

If it sounds like very expensive fun—or equally expensive marketing—never fear. Southerland ultimately does have a customer in mind for the ring, although he told the Vicksburg Post that customer is in no hurry to buy it. And he’s in no hurry to sell it, either, he told the article’s author, Terri Cowart Frazier.

“I can keep it in the store and show people and keep it as a talking point for me,” he told Frazier.

Although the ring came from an estate sale, the stone is a modern round brilliant mounted in wide yellow gold setting. From the style of mounting, Southerland guesses it was originally purchased in the early 1990s. The paper did not say how much he paid for it, but if the feature article is any indication, it looks like the expense was well-spent in name-exposure value. Image: Vicksburg Post.

Sales Blunders To Avoid!

Merrick, NY--As salespeople, as employees, we can all work smarter and harder. Many people find ways to sell better through experience. As a salesperson, don’t you wonder what you could be doing better? The good news is, there’s a list of blunders you can avoid.

Dave Mattson of Sandler Training has a list. From his Wall Street Journal bestseller, he actually has at least 49 of them in The Sandler Rules: 49 Timeless Selling Principles and How to Apply Them. Let's look at the top three blunders from a recent Forbes story by Kathy Caprino.

1. ‘Thinking that your sales “presentation” will seal the deal. You should always be helping the prospect discover the best reasons to buy from you – not telling them why they should. The prospect should know that they’ll be buying from you long before you present your final pitch or proposal.’

2. ‘Talking too much. One of the oldest Sandler philosophies is the 70/30 rule. So often and especially in the beginning of a relationship, salespeople think they need to be doing all the talking, when they should be listening and asking questions. Keep in mind, if a prospect wanted a rundown of your products or services, he or she could just visit your website. The sales process is a conversation, and an honest and open one at that.’

As the saying goes, humans have one mouth and two ears – possibly for just this reason. Remind yourself and your co-workers or your employees of this and let them practice their listening skills – often – and with each other, not on the customers.

And possibly the most important and most obvious one:

3. ‘Keeping your fingers crossed that a prospect doesn’t notice a problem. Sandler teaches that the only way to avoid a potential disaster is to address it before it erupts. Always come clean and be open and transparent if something problematic comes up along the selling cycle. The prospect will respect that you “came clean” and shared it, and together you can problem-solve, building a solidifying team approach to the issue.’

Actually this last one works well for almost any situation, especially with your boss as well as your client or prospect. Transparency is the way to live and keep your sales up and your reputation clean. We ALL make mistakes. The trick is to admit it when you can and own up to it. Fix it before it gets to be a deal breaker. Hard to do at first, but work on it. Again, practice, but not on the customers.

SIX Questions That Sell Engagement Rings

By Terry Sisco, ExSellerate

Tampa, FL--If you have ever been in love, close your eyes for a minute and reflect on these memories:

• Where were you when that person first stepped into your life? (Close your eyes and imagine this place)

• Imagine the place where you were when you first had feelings for that person. Perhaps a first or second date.

• Think a little harder now, can you almost see what you or that person were wearing?

• Can you envision one or two activities that took place on that occasion?

• Can you see some of the people or activities around you on that occasion?

• Do you remember the first kiss? What did your heart feel? If you did this activity, I have just moved you into your emotional memory. This is also called “reframing.” In order to successfully sell more engagement rings, being able to reframe customers and move them into their emotional memory is critical before moving into a discussion of product.

Remember, people don’t buy what you do. They buy why you do it. Feelings of love are your WHY!

Music and movies do this to us. Celine Dion singing “My Heart Will Go On” perfectly capped off the love story of the motion picture

Titanic. People leaving the theater were reframed from the negative emotions about the shipwreck they were feeling upon entering the theater.

Many couples have “their song.” Great performers understand that people don’t go to a concert to hear them sing. They go to feel the emotion of their story telling. The ultimate complement to a singer is when someone says, “I felt as if he/she was singing right to me through the whole concert.”

Back to selling! On the way to the store to purchase an engagement ring together, couples may have had an argument. He may be nervous about the price. She may be concerned about liking a ring that may be out of his budget. A thousand things are going through their minds. Once you have “connected” with them and they are ready to begin the hunt for the perfect ring, STOP! Spend a few minutes moving them into their emotional brain by asking fun, non-invasive, comfortable-to-answer questions about the beginnings of their relationship.

This step reframes them in preparation of moving them into their logical brain, which we call “Creating Value.”

Do this today: Ask all couples searching for an engagement ring some of the questions listed above.

Terry Sisco, CEO of Exsellerate, Inc., has given sales consultants a sense of community, purpose, and the tools to crush their sales. Find him at www.facebook.com/exsellrev, 813-787-7355, tlsisco@exsellerate.com, and www.exsellerate.com.

FIVE Tips To Beat Last Year's Numbers

By James (Jimmy) DeGroot, Jewelry Store Training Institute

Green Bay, WI--On November 19, top sales and store trainer Jimmy DeGroot presented "How to Beat Last Year's Numbers" for a event presented by the Long Island Guild of the American Gem Society (AGS) International Guilds. This article allows you to watch the video with all the sales advice presented.

Jimmy discussed and explained five (5) tips on how to zero in on beating last year's Sales. He emphasized that these approaches may seem a bit basic but are often forgotten or not focused on and really work. He strongly suggested that not only should store owners watch the video- but so should store managers and sales team members.

Jimmy's Five Tips!

1) Having each sales team member make at least Five (5) Outreach Efforts Per Day to customers and prospects via their preferred method of communication. (See article at left or follow the URL below to watch the video.)

2) Making sure to GO for the Add-On Sale;

3) Having Great Sales Floor Awareness;

4) Using Turnovers among the sales team to keep the sale alive;

5) Awareness of Chain Store promotions and Pricing

Follow the URL below to Watch the 35-Minute Video Now and Share it with your team: https://news.centurionjewelry.com/videos/detail/video-five-tipsfromtrainer-jimmy-degroot-to-beat-last-years-holiday-sales

Free! New Co-Branded GIA Sales Assets

Carlsbad, CA—New GIA co-branded digital marketing materials for retailers are now available. A wide selection of free downloads for retailers includes videos, images, scales, and linkable graphics that can be embedded into a retailer’s website.

Also available are free training modules for retailers to educate sales staff about topics such as the Four C’s, and grading reports, and free videos designed to quickly explain a variety of topics including diamond origin and GIA’s research and education programs. Click here to access the dozens of free sales and marketing assets for retailers.

Separately, a variety of point-of-sale tools also are available for retailers to purchase from GIA’s store. These include loose diamond and colored gemstone display cases, counter displays about the Four C’s, birthstones, plus diamond sorting pads, other display materials, and special takeaway brochures and more.

Finally, retailers are invited to submit a request to list their location on the GIA Retailer Lookup or to update their current listing. A multi-store tool is available for jewelers with more than one location.

Easy Phone Sales Tips

Omaha, NE—It’s rarely a salesperson’s favorite task, but the telephone can be a handy tool for building sales. Image: morningagclips.com.

Sales trainer Mark Hunter, author of TheSalesHunter.com, offers a list of tips that salespeople can use to make their phone time more effective:

1. Your tone of voice matters more than you think. If your voice lacks enthusiasm, why should the customer show interest in your call (or your product)?

2. Use the customer’s name. Hunter suggests three times in the course of the call (if it sounds natural, not forced.)

4. Use descriptive words that paint a picture while you’re talking. (Luckily, that’s easy to do with all the beautiful jewelry in your store.)

5. If the phone call is important, stand up while you make it. It

PGI USA Offers Custom Training for Retail Partners

New York, NY--Platinum Guild International is offering custom training sessions to all its retail partners across the country, that can be taken from the safety of their own homes.

Available immediately, the bespoke training sessions will be created based on each individual retailer's needs. Topics will range from basic platinum product knowledge to the importance of platinum crowns to consumer product activation, and transforming the customer experience. PGIUSA will even offer a segment geared specifically to bench jewelers, with training focusing on quality assurance and the organization's proprietary "Benchmarks for Bench Jewelers."

Retailers interested in learning more about the facilitated training sessions should contact PGI vice president Kevin Reilly (pictured), at kreilly@pgiglobal.com.

MAINTAINING CUSTOMERS & SALES

Put Effort Into After The Sale To Keep Them Coming Back

When/How To Ask for Client Info

By Terry Sisco, ExSellerate

Tampa, FL--The four critical data pieces of customer contact information are:

Customer First and Last Name Cell Phone Email Address Preferred method of contact

Here's How To Get Their Name. This is easy. Once you have quickly connected with the client, simply:

Wave or elbow-bump (or whatever non-contact option you choose until handshakes are back in) then look them in the eyes and say, "By the way, my name is ________. You Are...?"

To remember it, associate it with a famous person's name; i.e. Jennifer becomes Jennifer "Lopez," Kim becomes "Lil Kim."

Try it. It works! NOTE: Before introducing yourself, you must first earn the right to do it by connecting!

Here's How To Get Their Cell Phone & Email Address. People will only give you this information if they understand the value of providing it. Jewelry clients see the value for the following reasons:

• You need it to solve their problem

• You need it to advise them that their repair is ready

• You need it to save them money

• You need it to give them information that only you can provide

• You need it to save them time

• You need it to confirm their appointment

Always ask for their preferred method of contact, which reassures them you won't be pinging them with texts they don't want or filling their email box when they're trying to keep it clean.

Find Terry Sisco at www.facebook.com/exsellrev, 813-787-7355, tlsisco@exsellerate.com.

Keep Selling After The Sale

By Caroline Stanley, The Centurion

adds energy and focus that the customer can sense. Keeping a mirror on your desk to see yourself talking, and using your hands also can help boost your energy.

6. Never be first to hang up and be quiet while the other person disconnects. You never know when you might hear important information.

7. Focus on your call, not your computer. Don’t allow email, Facebook, etc. to distract you.

8. Reaffirm everything. Since you can’t see body language, confirm you’ve heard correctly.

9. Use open-ended questions to build dialog—just as if it were in person.

10. This may seem obvious, but use a quality phone and a good connection. Dropped calls, spotty cellular signals, or a weak handset on a landline all reflect poorly on your business.

Merrick, NY—What is your store’s after-sale plan? Do you have a specific procedure or is it up to the sales person that sold the item? What if they purchase online? Do you continue to connect with them?

While many companies are great at after-sale follow-up (which is really another pre-sale contact) many are not. Even considering my own shopping experiences at better retailers for various products, both in-person and online, I’m surprised by how many make no attempt to contact me again for anything. Some of them truly missed another sale – all for lack of contact.

Is there a best way to reach your customer for after-sale contact?

The answer is yes – and it’s in the way your customer would prefer to be reached. Hopefully you know their specific communications preferences by the time you’ve completed a sale, either through experience or asking questions. If you are light on procedures for after the sale, it’s time to put some in place. Your CRM software is a good place to start or you may prefer to create one.

A few tips:

Handwritten, snail-mailed thank-you notes. These are the classic and many stores still swear by them. They work. They should be mailed in a timely manner, after you KNOW the purchase has been

given, in a spouse/partner situation. There’s little better than finding a hand-written note in your mailbox full of other things you’d probably rather not open. The National Association of Sales Professionals has some tips if you need them.

Emailed/Texted Notes. For some customers, you may only have an email address or mobile number. In these cases, a specific communication with your thanks is appropriate. Texting should be quite short.

Following up after sales is a proven way to increase your overall sales. Keeping in regular contact with customers allows you to create and nurture a relationship and yes, make additional sales.

For those salespeople reluctant to follow up, some may feel it’s being pushy and others may assume they will hear from the contact if they want to make a purchase. However, for a good portion of your customers, not following up is what kills the sale.

Ensure that your after-sale contact is solid and your sales associates have a procedure to follow. And then expand that to not only after-sales, but keeping in contact as part of a greater plan. Your bottom line will appreciate it.

MAINTAINING CUSTOMERS & SALES

By James (Jimmy) DeGroot, Jewelry Store Training, www.jewelrystoretraining.com

To Train or Not To Train

Green Bay, WI--I was staring out the jewelry store window on a beautiful fall day in 1997 thinking about business and why I only have two cars in the parking lot. One customer was a forever browser and one was in for… you guessed it, a watch battery.

Frustrated, I decided to take a drive down the road and found no less than a dozen cars in the parking lot of our newest competitor. Walking inside to introduce myself I met the manager who happened to be a past rep for a line we carried. I convinced him I was taking him to lunch and there I learned that they were on track to surpass our volume (a 20 year journey, theirs was only a twoyear journey thus far). After I nearly fell off my chair I learned that their secret was two things, MARKETING and TRAINING. And thus began my venture to become proficient at both.

Fast forward a few years and the now two stores have grown exponentially and continue growth to this day. Now marketing is an entirely different article and for another day. So today it’s all about training. I’ve found through many years of training people that the magic is in DISCUSSION.

Your people talk and talk and talk. They talk while setting up in the morning, pulling at the end of day and constantly between the two.

HOT SELLERS

Proven Best Sellers Right Here!

must do something about it. Then a good leader asks the group opinions as to how they as a team can alleviate excess discounting.

If it’s left as a singular event and everyone scatters as the doors open, then it’s a waste of time, money and frustrates your people. Rather, put your sales manager or anyone (if you don’t have a sales manager) in charge of leading the discussion towards that topic throughout the week. This is so much more effective if the discussion happens just as a customer leaves should not be in the presence of other customers.

Here’s an example: You watch a training video on NOT DISCOUNTING. First you have an honest group discussion on how your store is doing with this. You get folks to understand the current state your store is in and then to realize that THEY

Next, salesperson Tina is working with a client and gives in to a 30% discount and throws in the head and sizing. Her backup buddy overheard the presentation and when that client leaves, the two discuss ways to avoid discounting in the future. These can often be brilliant and can draw the two buddies closer together.

In a sense, this is the role paying that we always hear about but never do. Your team is involved in an ONGOING DISCUSSION, focusing on the problem and fixing it together. Now of course with this particular topic of non-discounting, games, contests and monetary incentives always make things more interesting.

As simple as this method sounds, as a trainer, I’m often asked by jewelers to “Come in and fix my team.” But I know from experience that I will only go in there, create some immediate change, and it will usually fall back to business as usual in a few weeks.

Effective training must be an ongoing discussion that involves everyone constantly solving problems together and making corrections. I know many stores who will play a training audio or video file while setting up and then discussing the training right before the store opens. Some have full-on training meetings once a week and others even send their people the session to listen to in their car or at home, then a discussion at the store during setup. However you chose to train your people, you will be much more effective and have great growth in sales and store culture if its FREQUENT and REGULAR, INVOLVES THEIR INPUT FOR BUY IN and CREATES AN ONGOING, DAILY DISCUSSION.

One final thought. In this day and age when finding good people can prove difficult, regularly offering effective training to your existing and new people can really help boost their decision to stay at your store. It will be a signal to them that you mean business and that they have upward income mobility because your team is always moving forward.

James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Contact Jimmy at jim@jewelrystoretraining.com or call 920-492-1191.

BENCHMARK BENCHMARK

Luxurious Dragon Scale: Our most-popular luxury ring is the Diamond Dragon Scale band. This ring features 1 carat of edge-set diamonds surrounding a raised and textured continuous pattern. It is available in white, rose, or yellow gold to suit all styles. Style CFBP889857Y MSRP: $4,250 BenchmarkRings.com

Textured Wall Fracture: Our best-selling metal combination of Gold and Tantalum is featured on this beautiful Wall Fracture ring. With your choice of white, yellow, or rose gold in the center, surrounded by sleek Tantalum edges, this ring is sure to get noticed! Style CF978633GTAY MSRP: $850 BenchmarkRings.com

CASH RAISING

THE GORDON CO. THE GORDON CO.

Nowadays everyone is looking to do a sale. The difficulty is knowing what type of sale to do. Fortunately, The Gordon Co. has vast experience in this space, from Inventory Liquidations, Retirement Sales, Going out of Business promotions, and more. Let us run the sale tailored just for your business! (954) 763-9800 GordonCo.com

We understand the need for cash in today’s environment. The Gordon Co. specializes in Cash Raising Sales for retail jewelers. Our sales typically garner 2 to 3x’s sales compared to our clients’ LY sales in the same period. Call us today for a Cash Raising Sale for your store! (954) 763-9800 GordonCo.com

So I’ve found that the most successful stores will have an actual sit-down training meeting at least once per week, but then continue that training session with an ongoing discussion throughout the week.

Now there’s group buy-in. They now OWN the problem and realize through their input that THEY can solve this problem together.

HOT SELLERS

What's Hot Right Now!

GUMUCHIAN

Moonlight Collection deconstructed diamond bezel bracelet with sleek sophistication & comfortable wearability. 18kt gold with diamonds. Featuring a smooth bar in the back for personalization. Chain links on the side are adjustable to fit any wrist size. The oval shape of the design prevents the bracelet from flipping. MSRP: $5,500 Gumuchian.com

GUMUCHIAN

The Nutmeg Collection cuff ring with bezel set diamonds stands up to daily life while remaining sleek and elegant. 18kt gold RBC diamonds weighing .70 carats. The ring features bezel set diamonds which highlights the stones and holds them securely. The ring is tapered in the back for maximum comfort. MSRP: $4,200 Gumuchian.com

JACK ABRAHAM JACK ABRAHAM

Poetry in Motion is a one Of A Kind Magnificent Vivid Red Oval Thai 7.58ct Ruby (H) framed by Pear Shaped and Round Diamonds weighing 3.86cts all E VVS Expertly Mounted in Platinum and 18K Yellow Gold. Style R1602 MSRP: $1,000,000 JackAbraham.com

Rhapsody in Blue has a vivid Royal Blue Cushion Ceylon 12.06ct Sapphire (H) In A Classic 3 Stone Ring Beautifully Surrounded with Two Half Moon Diamonds Weighing 1.71ct. Style S1237 MSRP: $160,000 JackAbraham.com

Beautiful ruby, sapphire, and emerald wedding bands featuring stunning precious color stones and diamonds in an alternating design. Handcrafted in pure platinum. Styles 7453-001 7468-001, & 7254-015 JBStar.com

Stunning eternity band featuring 7 GIA certified emerald-cut and 7 certified oval diamonds in a shared prong setting. Handcrafted in pure platinum. Style 5793-001 JBStar.com

KELLY WATERS KELLY WATERS

Bella Cavo by Kelly Waters is one of the industry’s fastest growing brands. It’s easy to see why. Each piece is beautifully made in Italy and has sweet spot retail pricing. We offer the largest selection in the industry. It’s jewelry that’s easy to wear and easy to sell. Guaranteed for a lifetime. MSRP: $79.95 to $349.95 KellyWaters.com

Black Label by Kelly Waters. A big look at very affordable prices. Our fast-growing Black Label brand features platinum bonded sterling silver and vermeil with simulated gemstones. Each item features a special finish that creates a beautiful shine while providing long-lasting durability and tarnish resistance. Guaranteed for a lifetime. MSRP: $89.85 to $349.95 KellyWaters.com

HOT SELLERS

On Trend Has Never Been Easier To Find!

KING BABY STUDIO KING BABY STUDIO

The Infinity Link Bracelet is born out of two hand-carved links cast in King Baby’s proprietary .925 sterling silver or our sold 18k gold. The two links are hand-assembled and interlocked together-beginning the transformation from individual part to a pattern of a united whole. This bracelet comes to life during a time when the energy of strength, renewal, and connectedness is something we value most.

KingBaby.com

MIDAS MIDAS

Whether it is reaching for a cold brew after a hard day’s work or digging through the cooler after landing a largemouth bass, the Pop Top Collection is inspired by everyday living. Similar to real life, becoming a cultural icon takes time, and we wanted to transform the humble pull tab into an object of luxury that connects us to this American dream.

KingBaby.com

MARTIN FLYER MARTIN FLYER

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

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

"Build Your Look" Best-Seller. Create a look that's uniquely your own with a MIDAS push lock. Add a single push lock to your favorite chain, or use multiple push locks to connect Paper Clip Split Chain, build a wrap bracelet, or make a lariat. This 14K yellow gold pave diamond push lock measures 25mm long. MSRP: $1,155

MidasChain.com

MIDAS Charms: Perfect for gift-giving, a charm collection can continually grow. This engraved charm is perfect for Valentine's Day or an anniversary, while a charm with children's names would be ideal for Mother's Day. The 14K gold charms pair with MIDAS chains and push locks, and the charm pictured is 13mm. MSRP: $240 plus $20 engraving per side. MidasChain.com

PRECISION SET PRECISION SET

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

HOT SELLERS

Fashion Forward Does The Trick!

RAHAMINOV RAHAMINOV

White and Yellow diamond earrings featuring 10.04 carats of pear shape diamonds and 4.20 carats of radiant cut diamonds. Set in Platinum & 18K Yellow Gold. Style EAR-5025. MSRP: $400,000 Rahaminov.com

Rahaminov Diamonds Triple Threat Ring features three fancy shape diamonds – an oval, a pear shape and a heart shape. 6.56 carats total of diamonds and set in platinum.

Style RING-1921. MSRP: $165,000 Rahaminov.com

TARA PEARLS TARA PEARLS

Take advantage of TARA’s best collection: The Galaxy. An orbit of diamonds inspired by the shining stars in the night sky. Now 40% below wholesale…starting at $ 447 (orig $745) Full collection available on www.tarapearls.com/pages/wholesale

Take advantage of TARA’s best collection: The Galaxy. An orbit of diamonds inspired by the shining stars in the night sky. Now 40% below wholesale…starting at $ 447 (orig $745) Full collection available on www.tarapearls.com/pages/wholesale

PLATINUM BORN SUNA BROS.

Ice Flowers: Iced, Iced, baby! Frosted with diamonds and gems, the Ice Flower collection from Suna Bros. offers earrings, necklaces, rings, and bracelets in 18K white & yellow gold, 20K pink gold, and platinum. Styles range from single diamond pieces to pavé to various colored gemstones. Ice Flower Dangles in platinum, MSRP $6,300 SunaBros.com

Platinum Born Hoops: White, hot, and platinum! From the Platinum Born collection, our Limitless hoops offer maximum shine and are limitless possibilities. Luminous platinum beads catch the light like diamonds in a sculptural hoop shape. Three sizes: SM (0.83" dia.) MSRP: $640; MED (1.57" dia.) MSRP: $1,150; LG (2.05" dia.) MSRP: $1,360 PlatinumBorn.com

UNEEK UNEEK

Sending a message of hope and optimism is this 8.01ct Oval Fancy Yellow Diamond ring placed in 18k yellow gold basket, named "Jubilee." From Uneek's Natureal Collection, this canary brilliant is flanked by 2 pear-shaped (0.66ctw) side stones and 152 round diamonds (0.79ctw) from its bombay infinity halo down to its 18K white gold shank. Style: R010U, MSRP: $158,816 UneekJewelry.com

This beautiful royal blue sapphire cushion ring, “The Vision,” consists of a 11.58ct. GIA-certified sapphire center stone with 2 8mm tapered baguettes F/ VVS. Highlighting the blue sapphire is 158 microset round brilliant cuts, all F-G/VS, total weight of 0.84ctw. 2nd place, Bridal Wear and Platinum Honors, AGTA Spectrum Awards. Style: R029CUBSU, MSRP: $176,620 UneekJewelry.com

HOT SELLERS

Something for Everyone

UNITED PMR UNITED PMR

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

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

YAEL DESIGNS YAEL DESIGNS

18kt rose gold ring centering a bezel set oval rubellite tourmaline along with 10 round bezel set diamonds on mother-of-pearl framed a halo of diamonds. The ring is finished with diamonds on a split shank. This ring is a best seller for its unique modern take on vintage jewelry. MSRP: $7,074

YaelDesigns.com

WILLOW DIAMONDS WILLOW DIAMONDS

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

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

From Yael Designs' "Borealis Collection," this 14kt rose gold pendant centers a kite shape amethyst framed by gold pyramid motifs and three diamond accents. This pendant is a best seller for its young, fresh look and accessible price. MSRP: $659 YaelDesigns.com