JCK Las Vegas: Romance More Sales

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Becka Johnson Kibby, training manager, Robbins Brothers, Glendale, Calif., speaks during JCK Las Vegas.

If you want to know how to woo your customers, just ask Becka Johnson Kibby, training manager, Robbins Brothers, Glendale, Calif., who’s full of wisdom on the subject. She shared much of it Friday morning with jewelers in her Romancing the Sale seminar.

She explained that because buying jewelry is such an emotional and personal purchase, audience members should think hard about what they each could do differently in store to make a bigger impact on customers. One way to do so is to inject romance into each step of a sale: romancing the customer, occasion, product, company, and, oneself. “Every store has similar products so celebrate the occasion that brought them into the store,” she advised.

Next, consider your own level of enthusiasm when showing product; do you eyes light up? Does a smile spread across your face from ear to ear? Customers take cues from sales associates, so if you’re not excited, can customers really envision themselves owning the piece? “Nobody likes to shop somewhere where the employees don’t enjoy working there,” observed Kibby.

And don’t just show the merchandise—share the story behind the piece and designer. In a sea of sameness, it’s the enthusiasm and passion coming from sales associates that close deals. Also, show shoppers and merchandise equal amounts of care; many notice efforts, and, lack thereof. “The romance you show the jewelry will subliminally excite your customers as well,” said Kibby.

Sensitivity also goes a long way. Offer background and even lore on jewels—but not so much that you bore customers. If you’re familiar with a customer, still offer them a drink—don’t expect them to ask you for one. Also try to pick up on how shoppers react to you personally; after all, personalities don’t always click. Plus, sharing details with clients is great to build rapports, comfort, and trust, but always be sure to steer conversations back to the customer; the experience is all about them.