The Basics of Selling Jewelry
Selling jewelry is a grueling process if not calm, confident, and collective. My job is to not only please any customer that walks into Swarovski, a luxury brand name store that sells crystal jewelry among other products, but also generate as much money as possible in the process. However, working at Swarovski as a jewelry salesman is tricky, and pleasing a shopper takes a lot of perseverance and skill. Nonetheless, there are tricks and tips to the jewelry selling process. First, I will clarify how to be prepared physically and mentally for the job. After the clarification, I will state the proper way of greeting customers walking into the store. Next, I will inform the right questions to ask a customer, and then explain up-selling. Finally, I will detail on how to elegantly end the sale.
Looking like a bum will not generate good sales. An underestimated key to superior selling is looking like a million dollars. For a gentleman like me, the best way to go about looking great and professional at the same time is to wear a graceful suit and tie. Wearing a good looking suit will attract eyes automatically. People assume I know my material, and whether I actually do or not, people will never know. Well groomed hair, trimmed nails, and a smile are the other ingredients to looking great. Customers will feel more comfortable knowing they are dealing with a professional, which, in the process, will make them feel more secure in making a purchase. Looking graceful is a powerful demeanor in the jewelry business.
If every customer shopping at Swarovski were always friendly, gracious, and sociable, my job would be effortless. Unfortunately, not all customers are friendly. Some can be snobby and disrespectful. Some customers treat salesmen as dirt. And some customers can give a hard time over nothing. All these difficulties are just another challenge as a jewelry salesman. When in doubt, the best thing is to smile and illustrate nothing will wipe the smile off. Perhaps the smile will rub onto the grumpy customer, making him or her lighten up. If not, try to positively make the sale anyways. A key to becoming a successful salesman is to stay confident and positive, no matter what the situation calls for.
Studying about the product is also imperative. Knowing all the information will help with sales in presenting details about the jewelry to customers. Customers asking stumping questions can be embarrassing. Not knowing certain answers or not responding properly can discourage customers in making a purchase. Always review material so the knowledge never escapes.
Greeting the customer in a friendly manner is extremely important. Customers think of workers as complete strangers. On the contrary, as soon as the customer is greeted with a generous “hello, how are you today,” he or she will feel more welcomed and comfortable. The customer’s comfort is vital because conversing and generating sales will be easier and pleasurable.
Learning to know the customer’s style is significant. Their style and fashion dictates what he or she wants to purchase. However, some customers will not say their preferences out of the blue, which is why asking questions is important. Pretend a female customer walks into the store. Greet the customer and let her browse around the store for a bit. After letting her browse, ask “what brings you into the store today?” Asking about her motives helps the salesman understand what the customer is searching for. The most popular response from customers is “I am just looking around.” After the customer replies, ask about whom she is shopping for. “Are you looking for a gift or shopping for yourself?” Some customers will respond “I don’t know, but I’m fine thanks.” If a customer responds in a similar fashion, she usually wants to be left alone, and as a salesman, leaving her alone until she asks for assistance is essential. The last thing wanted is to chase a customer out of the store.
Some customers, nevertheless, need help instantaneously and love assistance. Assuming a female shopper needs help buying jewelry for herself, ask about her likings. “What types of jewelry do you like? Earrings, necklaces, rings…?” If a customer is not sure, showing her around the store will be the next step. But supposing the customer is looking for a fine-looking pair of earrings, show her what the store offers. After presenting many types of earrings, including gold, silver, cheap, expensive, flashy, shiny, simple, and elegant, let the customer decide on what she likes best. If the customer admires silver and simple earrings, put aside all the other pairs and kindly display her admirations in front of her. Walk her to a mirror and offer her to try on the earrings. Some customers love trying on jewelry to see if it is the best choice. Plus, if she is not sure on whether to make the purchase, having her try on the jewelry will help her decision, and the chance of making a sale will increase. While the customer tries on the earrings, talk to her. Perhaps ask questions about her motives. Or explain about the material, the quality, or the durability of the jewelry. Say nothing but positive traits of course. Also, compliment on how the jewelry looks on her. Always try conversing, never let there be awkward silences, and always answer any of the customer’s questions. Remember, the job is about customer satisfaction.
The customer is admiring the earrings and looks convinced she will buy them. As a salesman, the purchase is great, but up-selling is another main key to being a great salesman. While she is trying on the earrings, start to display matching necklaces as well. Explain why the earrings and necklaces fit together nicely. Make sure she tries the necklaces on too so she can see the true beauty. As a salesman, the main goal is to generate the most money possible from sales. Maybe show a more expensive, but similar looking set of matching earrings and necklaces. After the customer decides to purchase, take her to the cash register.
Even though the transaction is almost over, do not stop talking. Compliment her again on the jewelry she chose. If the purchase happens to be a gift for someone else, politely ask to gift wrap. The customer will appreciate the store more if the salesman is kind and offers to perform all kinds of services. In the process, the politeness also encourages the customer to shop at the store again in the future. After ringing up the sale, kindly place the items inside a bag. Make sure she sees the jewelry handled safely and carefully. Ask other little questions, such as if she wants the receipt in the bag, anything that shows courtesy. Afterwards, walk around the counter, place the bag in her hands, smile, and thank her for shopping at the store.
Selling jewelry can be complicated if the basics are not known. But learn all the key points and the job will be a cinch. Dress adequately and look fresh so shoppers feel contented. Study all the information so no stumping questions will be asked. If customers are challenging or disrespectful, do no panic, and act professionally. Greet the customers, and ask the right questions to get to know their style. Talk frequently so there are no awkward silences and the customer will feel more comfortable. Up-sell by presenting jewelry the customer originally did not ask for, or by presenting higher priced products, to see if the customer will purchase more than she expected. And handle the transaction with care for the customer’s pleasure. Practice is needed to perfect these steps, but once they are mastered, selling jewelry may not be challenging after all.
I am a student at West Chester University who likes to write papers, so why not submit them for the world to see?
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