Perceived Wearability of Jewelry
Each customer has their own approach to fashion, design and style. Some are more aware of their fashion preferences than others are. That’s where the power of education comes into place during a sales presentation and especially during a sales demonstration. Jewelry customers want to be educated regarding how to use jewelry to accent their fashion statements. In fact, many customers would appreciate any additional information jewelry sales associates might provide while presenting topics related to fashion, design or style. Talented jewelry sales associates have the opportunity to influence a customer’s perceived wearability of jewelry by expanding the customer’s appreciation of what jewelry designs, styles and materials work well together for individual customers. Most buyers are encouraged by a sales associate who can create a rapport based on trust. Sales associates can leverage that trust to help build the buyer’s confidence. Shopper just do not make purchases without being confident. That applies to proposed jewelry pieces too. Expanding the customer’s perception of what sort of jewelry is appropriate for their individual style is critical. So the next time you hear a customer say, “Oh I could never wear anything like that” understand that until their perceptions of what sort of jewelry they should be wearing is changed. . . they never will buy that jewelry. Yes, there are better fashion choices that each of us can make to best match our own individual physical traits and personal preferences. However, with the right education and an compelling sales presentation, powerful product demonstration and enduring trail closes sales associates really can expand the number of jewelry pieces a customer will consider purchasing. By expanding a customer’s perceived wearability of jewelry sales associates are opening a new world of fashion possibilities . . . and that can only lead to more jewelry sales and more satisfied customers.
Tim Malone commented:
Wade- Here are a few ideas regarding yellow gold Customers need to
see jewelry in yellow gold. There is an implied acceptance of the
product when customers see an abundance of inventory. We know
this just from the grocery store. When we shop for produce we are
influenced in a positive manner when we see large quantities of
supply. It implies that the product is in season and that leads to
good quality and lots of selection. The same thing rings true for
other products sold at retail . . . including jewelry. People
need to see lots of selection of yellow gold to really consider
yellow gold. Another way to approach selling yellow gold is to show
customers how yellow gold complements their own skin tone.
Yellow gold tends to complement fashion colors in the reds and
oranges and yellow hues. So consider displaying yellow gold
with fixtures and merchandising props in those colors and not just
white or black jewelry fixtures. I am a big fan of backlit graphics
and feel they offer real “pop” in visual impact. By
displaying models wearing gold jewelry jewelers are demonstrating
how yellow gold complements current fashion. Have some of
your yellow gold vendors promotional materials converted into back
lit graphics. Some stores allow employees to wear inventory items
while they are working in the store. Allowing and encouraging sales
associates to wear yellow gold jewelry is another way to promote
the sale of more yellow gold. As the World Gold Council suggests
fashion, gold jewelry has to reflect today’s fashion trends
and be relevant to what women desire in their lifestyles.
This is a great source you might check out to
www.goldinspirations.com. May is gold month so you can get more
promotional ideas at www.marketing.gold.org Now for TV
marketing. . . make sure your hosts put on gold jewelry and
comment on how the yellow gold provides a unique and dramatic mood
as a fashion statement compared to white gold. You might get
a vendor to sponsor a short educational video talking about the
unique benefits of yellow gold. I understand that TV jewelry
consumers respond very well to informational videos. Consider
how you can create visual rhetoric that portrays the fashion esteem
of yellow gold in your set displays.
Tim Malone commented:
Hi Wade-Thanks for sharing your thoughts on customer perception and
how you think TV customers may be more willing to try new things.
It makes sense since these customers are already demonstrating
their availability to try new things by using the TV a new means to
sourcing their new jewelry.
Tim Malone commented:
Thanks for the response Kris and the outstanding example you shared
regarding how the pearl professional got you involved with pearls
by sharing information you found to be relevant. . . and even more
involved by getting you to try on the pearls. Your perceived
drawbacks about pearls might have lasted a lifetime if that person
had not taken their time to share the value of pearls with you.
Their ability to convey product information and make it "personal"
by educating you on the use of colored pearls to match your own
individual skin tone was another outstanding sales technique.
Wade H. Clar, Jr. commented:
Expanding the perception in the customers mind can be difficult at
times. Over the past year I have been finding ways to do such
without having the customer in a retail location, but via phone and
internet. In dealing with direct response television I would say
that the customer is much more open to trying new things i.e.
colored gemstones, semi-mount characteristic styles, and loose
stone diamond cut. One thing that customers don't change is gold
color. How can we open customers up to trying yellow gold vs. white
gold?
Becca Gagnon commented:
(A Former Student) Right on Dr. Malone! Always a pleasure to read
about your advice.
Kris Tsang commented:
Agree - perception is king. The role played by sales associates is
vital to encourage or discourage sales. I guess no one likes to be
sold, so sales executive'd better really be sincere to suggest
pieces that suit the potential" customers than only to do selling.
Most customers love to learn of "insider" news about fashion, so
the sharing of what's hot in design or style actually impresses.
Customers may not buy now, but for sure, they will come back. /...
Kris Tsang commented:
(con'td)/... Jewelry is an emotional product and buy more pieces
than you (they) would have expected. Honestly, everyone can carry
whatever s/he wants, as long as s/he feels good about it. I did not
like pearls and never worn pearls. But once a sales executive
showed me a necklace and explained to me the stories of the pearls,
and how they match my skin color etc. etc. etc., she put it on my
neck to try on. I started to love pearls and fell I could look
elegant! The shopping experience has huge influence - I hate to be
sold, so don't sell to me but "talk" to me :) All jewelry has its
wearability!
Kris Tsang commented:
Agree - perception is king. The role played by sales associates is
vital to encourage or discourage sales. I guess no one likes to be
sold, so sales executive'd better really be sincere to suggest
pieces that suit the potential"
