JEWELRY SALES TIPS

Want to close more sales with a higher GP?

FOCUS on Benefits, Not Features!

FEATURES are the factual details and product specifications. Non-Emotional

BENEFITS are what the product can do to make your customers life better, easier, more enjoyable, special.etc.

Emotional

When you focus on features, your customer will focus on price! They will want discounts and ask for your business card to price shop everywhere until they find the same features for the lowest price

Every time you discount, you are making it harder to reach your sales goals and you are making less money for you and your family.

Secondly, holding firm on jewelry prices helps make up GP% for the traditionally lower margin GM sales.

When you focus on benefits, your customer becomes emotionally involved and will want that item; price & discounts becomes secondary.

By asking the customer questions, you can determine what features will meet their needs. Always follow up a feature with a benefit. By emphasizing benefits, you will motivate them. Instead of discounting, let the customer know they are getting a fair price. A customer will buy at fair price when they understand the benefits of buying the item outweighs the amount of money they have to spend.

Use statements like the following:

“Picture the look on her face when you give her this rock!”

“What will your friends and family say when you give her this beautiful engagement ring?”

“Imagine what the guys will say when you have them over this weekend to watch the game on this big screen tv!”

Using this sales technique will turn non-emotional “lookers & bargain shoppers” into emotional buyers that are willing to pay a fair price to get what they want! It’s all about selling the benefits, not the features.