A Celebration of Jewelry and the Business Behind the Beauty
Leibish & Co
Monday, May 28, 2012
Wanna Rock in Sales? Read This and Learn How
This is one of a series of articles by Mónica Arias, Excellence Expert specialized in Sales & Customer Service for luxury brands based in Buenos Aires, Argentina. These articles will focus on ways that jewelry and luxury sales and marketing professionals can improve their techniques.
Dear Jewelry lovers, I am back! You may or may not have missed me, but this does not change the fact I really missed getting in touch with all of you. I will not hide myself under naive excuses for not being able to write you more often. I am, as everyone else these days, caught up in hectic agendas and endeavors … but I am also investing time and effort to improve the quality and value of my articles (OK, I accept this was a good, original try to say I am sorry!)
Anyway, I am happy to reconnect, and having said the above, hope you will forgive my absence and find the following tools really useful in your daily routine : )
OK, time to get to work: You are already aware of the fact that I am a “question-like-kind-of- fan.” So, the first and most important step you need to address to rock in sales is to have your own, unique, personal and strategic list of questions to make. Most of them will certainly be open questions, like the ones starting with the words: “What, when, where, which, etc,” which in time will help you craft your personalized list of likes, dislikes, pros and cons about each of your customers and prospects.
But you also need to have a good deal of close-phrase questions ready because, these help many times to define a deal (they get the client´s answer easier) Do not roll your eyes please … remember I am speaking out of my own experience!
Now, you will definitely use these questions at the very end, when there has been strong reluctance from your client to say “Yes” to your proposal for more than five minutes. For example, a close question to define a sales presentation could be: “Certainly, let´s agree this piece is by far the most adequate pair of earrings to match your lovely, colorful necklace, but, most importantly, it simply highlights your beauty and show the best of your refined taste …don´t you think so?”
Or, you may say something like: “I am pretty sure your wife (lady, love, etc) will certainly adore the idea of wearing this matching piece, but what is more important, from my point of view, is the fact that you are here, taking time to choose something lovely for her as her next gift from you, and that makes all the great detail and the difference…don’t´ you agree?”
Secondly, I am going to introduce you (again!) to taking your job as joyfully as possible. You see, to work surrounded by beautiful pieces, most of them one-of-a-kind, has to make you think of the privilege of serving customers in this segment of the industry, in a moment when all seems to be falling apart. Your clients are your treasure, as they are for the company you work for, of course. But you have a double responsibility towards them, because the first contact they make with the company is through you.
What do I mean by this? Am I saying you need to suffer if you are not happy with your results … or maybe I am stating that you should be a servant and say “Yes” to all your customers to avoid confrontation? Not at all. Customers love to have a sound, intelligent word crossing with a salesperson who calmly states their point of view. I am not suggesting you need to quarrel or enter into an argument with them. I am just warning: Do not think that always saying OK to your customers (eg: when they ask for a discount, say something that looks down on any part of your presentation, speak badly about your product, etc– yes, customers can be very rude sometimes) makes you a great salesperson or will definitely drive them to the cash-register.
When you have done a good job, and have kept control of the sales process, showing empathy, being kind, understanding your clients’ needs, allowing room for their objections, discussing frankly on the price options, offering adds-on to your possible sale, it is just a matter of believing firmly in yourself to close the deal. No need to run to your manager and ask for discounts (unless this is extremely necessary or the sales is huge). Or tremble and show your fears to the customer, or even worse: to say “okay” when you know it is not okay. Sometimes, a frank dialogue to discuss your client´s point of view will open up a window through which you will see a different landscape to the possibility of closing. And the client (provided he or she is not a lunatic, of course) will greatly appreciate your point of view, even if it is completely different from theirs.
If you love selling jewelry, start enjoying going to the edge sometimes. It makes sales so much fun and rewarding. It makes your working life so much wonderful and joyful. Your bank account will be happy you do this on a consistent basis.
Mónica M. Arias Excellence Expert: Helping you discover how to reach your next level through excellence.
This blog is for those who are passionate about jewelry and watches and want to learn more about the industry. It's a place to find the best new products from all over the world and the latest news about the business of jewelry, watches and luxury. Readers gain a backstage pass to the glamour, fun and difficulties of the industry.
I am a freelance writer and editor who covers the luxury jewelry and watch industry for several publications, including Forbes.com the Financial Times, Hong Kong-based JewelleryNetAsiaand the Italian jewelry magazine, VO+. In addition, I have my own blog covering the jewelry and watch industry, Jewelry News Network.