Chances are, you sell pretty well already. Some months are better than others, and you're building up customers over time. There's just an extra gear you know you can get to when it comes to sales. The problem is how do you get there? How do you maintain it? Tips on selling jewelry are easy to come by, but all jewelry sales techniques have to plug into an overall strategy. Here's how it's done:
1. Invite Them In
That's simple enough, right? From website to store, every place that can be clicked on or walked into should be inviting. Present a warm and welcoming environment. The process of buying jewelry should always be reassuring - and, today, unintimidating. The presentation should complement this.
2. Raise Counters
Older jewelry stores forced people to hunch over and peer at jewelry. That's really not necessary. Where buying jewelry was once a private and quiet experience, today it's a bit more social. Jewelry counters should be at a comfortable height that forces people to do less peering and helps them feel comfortable engaging staff. The more natural it feels to engage staff, the more natural it feels to heed their advice. Displays should be 40 inches or higher.
3. Target Intent
Why are they there? You can't even begin to narrow down which jewelry should be shown without understanding this. Are they purchasing a surprise gift? An anniversary present? A token of apology? A birthday gift? Are they self-purchasing? This is easy to do in-store, and asking is often considered polite. It's surprising how many salespeople then ask a half dozen questions before they get to this one. Make sure it's one of the first.
4. Avoid Dragging into Details
Customers are curious. Millennial and Gen Z customers are sponges for information. At the same time, sales are about keeping a pace. You want to ramp things up, not slow them down. It's too easy to get bogged down in the details. When telling the story of a piece of jewelry, only include the details that you're most passionate about. Include the details that helped shape the piece and its meaning. Other details should be easily accessible, but not part of the sales technique.
5. Develop Relationships Through Understanding
A sales relationship is one of steady agreement. In telling the story of a piece of jewelry, and in being passionate about it, seek confirmation. “That type of cut brings fiery colors to the surface. Do you see how?” If they're paying any attention at all, a customer's response is going to be, “Yes.”
This engages them with individual pieces and makes them comfortable learning new things. They're more open to considering pieces and ultimately making a purchase.
6. Don't Be Humble
If your business has won awards, feature them. Don't shove them in anyone's face, but do make them visible. Where appropriate, feature a recent award in advertising. When the brands you sell win awards, feature these similarly. People want the best of the best when it comes to jewelry. Take advantage of the easy opportunities to reinforce that your store and brands are exactly that.
7. Push the Physical Experience
You've made your sales pitch. They're still on the fence. Do you push with more words? No, that can get desperate. Let them try the piece of jewelry on. Make sure your staff is fully trained in how to deftly manage this; you don't want them losing track of pieces. When they are, they can allow customers to feel what it's like to wear the piece. This is one of the most effective jewelry sales techniques. Don't force the issue once they've tried on a piece; let them be the first to speak.
In any line of sales, once the customer is using the product as they would in their everyday lives, they're already imagining owning it. They're at a stage where they're closing themselves on the sale. Develop a feeling for allowing them to lead this moment while you reinforce it.
8. Work Together with Colleagues
Different staff have different perspectives. They're able to speak with different types of people. If a second staff member sees an avenue of discussion the first doesn't, they should feel comfortable working together. A second opinion can help reinforce a potential purchase in brand new ways. It also allows a customer to vent their doubts and feel heard. Often, they'll feel more confident in a purchase after doing so.
To feel confident in a purchase, a customer isn't just exchanging money for it. They're also exchanging their doubts and hesitations for it. A second voice can help hear these and work through them with the customer. This will help improve closing rates and make returns far less likely.
9. Offer Financing
Not all customers will have enough credit or savings, yet they still want to make a special purchase. Financing allows them to pay via payments, while still allowing the store to be protected in making such a sale.
10. Create Online Equivalents
Each of these tips on selling jewelry has an online equivalent. A website with a warm and refined look welcomes customers in. A chat bot can quickly identify a customer's intent and help them narrow down their options to the most appropriate ones. You can feature content that tells the story of individual designs with passion. That content can teach and help customers feel more educated and comfortable with a purchase. You can discuss the meaning of an award or why a brand receiving recognition sets it apart. There are even apps that let a customer virtually “try on” jewelry to picture themselves wearing it.
The more the online portion of your store emulates a real one in a streamlined way, the more comfortable customers will feel purchasing from it.
Integrate these jewelry sales techniques and see how they impact your bottom line.