JANUARY 2022
VOL. 2 ISSUE 1
JEWELRY TRAINING Romance Your Jewelry Customers ...and eliminate many price objections! Customers tend to focus on logical reasons to make a purchase, such as price and quality, but the driving force behind their decision often lies in emotional reasons. Incorporating romantic and descriptive words into your presentation will encourage your customers to focus on the gift, the recipient, and the occasion, rather than focusing on the cost. When you use descriptive terms combined with talking about the occasion and the recipient, you are focusing on Benefits and customers become emotionally involved and price becomes secondary. When you only speak in terms of Features, such as 10k & 14k gold, your customer will focus on the item and the price and will shop around to find the best price. Say something like “How thrilled will she be when you put this Classic Past, Present, and Future Anniversary ring on her hand this Valentine’s Day?”
They may be making a jewelry purchase for status or prestige or just to treat themselves. Whatever the occasion, use descriptive terms in your sales presentation to appeal to your customers emotions, you will get fewer objections, and close more sales! Awesome Becoming Breathtaking Brilliant Captivating Charming Classic Contemporary Cool Dazzling Delicate Elegant Exceptional Exciting
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Even though it’s Valentine’s Day, make sure to ask for the reason they are shopping and who they are shopping for since they may be shopping for a Birthday, Anniversary, Quinceanera, etc. Greg Weiss Director of Jewelry Operations
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