Selling jewelry has many pitfalls. One of the most common is failing to give clients the right information in the way they want to receive it. How to be a good jewelry salesperson isn't just about educating clients. It's about educating them in a way that makes it feel like you're on the same side of the equation.
Helping Clients Feel Safe
Think about it this way: clients feel safe the more they know about jewelry. They're unlikely to buy something they don't know much about; they're more likely to buy it if they have information they can understand and share with others.
One of the biggest problems is launching into an explanation without a client wanting that explanation. Chances are that you don't have as good an instinct for when someone wants something explained as you think. It's easy to ask the question, “Would you like to know more about this?” This respects the client's time and knowledge. They may tell you they already know, but have other questions that are different from what you assumed.
Sometimes the client won't know and won't care. Clients who are enthralled with the technical side of gemology are wonderful. Most clients won't be. They'll be looking for reassurance about a purchase they're considering. Here, they want to be educated about a precise concern in a way they can easily understand.
When you talk about the 4Cs of diamonds, always go in order. Don't bring out the lab report first thing because information they don't yet know how to read can overwhelm them. When they'd like to see it, bring it around the showcase so you can go over it together.
Create a Learning Environment
What's the reason for this last part? Clients don't want you to stand on the other side of the case and lecture them. This creates a teaching environment, which feels great for you but which diminishes them and makes them feel more unsure. Going over something beside them and translating it together creates a learning environment.
Start from the bottom of the chart and go up, so they can see the amount of value the diamond has over others. If you start at the top, they'll interpret the diamond as having less value and reconsider their purchase. This holds true for all qualities: build up from the bottom for color and clarity so that they can see how many diamonds this one ranks above.
Encouraging the Client
Avoid patronizing a client. If they sense a whiff of dishonesty or condescension, they'll distrust the information you've given them. Repeat something if a client doesn't hear it, but if they hear it and don't understand it, find a different way to say it. If the client takes their time, respect that and slow your pace down. If they ask a good question about something more complicated, note that it's a good question.
Be willing to have fun in the conversation. The client is excited about new jewelry, so it can be strange if their salesperson doesn't appreciate that. Selling jewelry is about a client's confidence level. The more confident they are, the surer they feel about buying. They need to be confident in you, in the information you're giving them, and in themselves.
How to be a good jewelry salesperson? It’s less about charm and more about your ability to support a client's confidence. (This holds especially true for Millennial purchasers.) Clients are there because they've already done 90% of the work in closing themselves on a sale. You can shepherd them along that last 10% by helping them feel safe in their purchase, knowledgeable about it, and confirming that their purchase is a good decision.