This holiday season will include those jewelry customers who need to find a gift, buy it, and then promptly leave the store. Does this sound like a male shopper? Some men see a positive shopping experience as one in which they can quickly find the jewelry they need to buy and promptly complete the transaction.
There will also be lots of jewelry customers who know what they want . . . but not until they see it. They may not be able to articulate exactly which jewelry piece they want, but their body language and verbal confirmation will signal a sale once they become engaged. Probing these shoppers to fine-tune their wants will help lead them to what they want to buy.
Some jewelry customers will have a specific demand for jewelry. They may demand a particular grade of diamond and price range. These are shoppers who are confident in what they want to buy. Dealing with shoppers with specific demands requires professional sales representatives who can properly position the store’s most similar products and then effectively differentiate their store’s offering using added value services. Needs, wants, and demands are all factors in the buying process. But what about the desires of jewelry customers?
A desire for jewelry is a very strong feeling or wish for a particular piece. These are dedicated buyers who have the desire to acquire a specific piece of jewelry. Here’s the key point: the desire is so compelling and so strong customers perceive the purchase to be a requirement. Desires compel shoppers to make an acquisition due to a strongly anticipated feeling of fulfillment. When shoppers are fulfilling desires for jewelry they buy more emotionally and respond very well to jewelers who know how to romance the offering. Many jewelry advertisements use professional models very effectively to help shoppers transform needs and wants into consumer desires based on anticipated feelings to be gained through owning and wearing the jewelry. There are desired emotional end states that these jewelry customers look for along with the jewelry.
Shoppers who are highly involved in the decision making process tend to formulate desires. Jewelry is perceived as a high-priced infrequent purchase and shoppers will respond well to sales associates who know how to help them build their confidence in making the decision to buy. Remember, selling on desires is about romancing the jewelry. Using reason to justify a purchase doesn’t cut it here. Romance the jewelry and heighten the desire. This is a highly emotional sale and price is not as important as fulfilling the shopper’s desires.
Jewelry purchases are based on different buying motives. Jewelry sales representatives should be able to identify if shoppers are buying based on needs, wants, demands, or desires. Probe each shopper to find out what is motivating them to shop your store and better serve each customer by addressing their desired end states. Buyer motives change the perceived value of jewelry offerings.Follow JCK on Instagram: @jckmagazine
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