The recently re-released Jewelers of America Jewelry 101 sales training program features a new section on Jewelry Selling by Diamond Council of America, which is among the top educational organizations for jewelry sales professionals. Jewelers of America’s Jewelry 101 “Selling” module is based on lessons in DCA’s Diamond, Colored Gemstone, and Beginning Jewelry Sales courses. It covers all the steps necessary to close a jewelry sale: Greeting, Rapport Building, Profiling, Presenting Choices, Overcoming Objections, Closing the Sale, Adding On and Following Up. Here is an excerpt from Jewelry 101: Selling on Customer Profiling:

GATHERING INFORMATION
Effective customer profiling enables you to gather information by asking focused questions and interpreting the customer’s responses. A logical place to start is finding out whether the customer is making a self-purchase or buying a gift. Then come additional details:

• Is the purchase for a special occasion?
• What messages should the jewelry send – to the person who wears it and the rest of the world?

• Are there preferences in gems, colors, styles, designs, etc.?
• What are the person’s tastes and lifestyle like?
• What kind of jewelry does she or he already own?
• How often and where will the item be worn?

The more you learn, the better prepared you’ll be to make suggestions. When you’re gathering all this information, be careful not to make the customer feel like she’s being interrogated.

Just as when you’re building rapport, questions should be open-ended or phrased as conversational statements. For example, if the customer says she’s looking for a birthday gift for her fiancé, an appropriate reply might be, “Great! Tell me a little about him.” “I’d like to hear some of the ideas you’ve been kicking around.”

Also be careful to avoid questions the customer might have to answer with, “I don’t know.” Rather than, “What’s his favorite color?” you might try, “Name a few colors you think he looks good in.”

ACTIVE LISTENING
Listen actively to the customer’s statements and responses. Also note nuances of vocal tone and body language. Let the customer know you’re paying attention by maintaining eye contact and nodding and smiling in agreement at appropriate points.

Keep the revelations coming by injecting an occasional “Oh?” “How so?” “I see,” “That’s interesting,” or “Tell me more.” Jot down key facts on a notepad, so you don’t forget them.

When it’s your turn to speak, restate what the customer has said in your own words, and empathize with any feelings or concerns that have been expressed. Draw on the information you’ve gathered to help you steer the process.

MORE JEWELRY SALES INSIGHT
Jewelers of America’s Jewelry 101 training program provides jewelry sales associates with comprehensive product knowledge and sales tips on the most popular jewelry product categories. Whether you are a new or experienced jewelry sales professional, use the complete Jewelry 101 training program to gain the ingredients for successful jewelry sales.