How persistent should a professional sales representative be when selling fine jewelry? Studies report that more than 60 percent of consumers say “no” four times before they decide to make a purchase. Too often I see salespeople become uncertain as to how to close a prospect. It is that moment of uncertainty that causes salespeople to lose sales. Here are a 10 ways to get past no and close more sales.
1. Expect to be successful. Jewelry salespeople who assume that they are going to have a successful exchange with shoppers experience much greater success. Having the right attitude projects a positive and enthusiastic approach with shoppers and that puts prospective customers at ease and more relaxed and available to share their jewelry wants and desires.
2. Demonstrate an interest in the shopper. Ask questions that engage the shopper and reflect a sincere interest in helping the shopper find the right jewelry for the right reasons. Too often jewelry salespeople want to talk too much about each piece of jewelry rather than probing the shopper to find out what is important to them.
3. Ask questions that qualify the shopper. Too often jewelry salespeople only ask shoppers what bought them in and how much they want to spend. That is not probing to find why shoppers will buy. That sort of qualifying can make a shopper feel uneasy and result in shoppers becoming more reserved and less willing to share their intentions.
4. Create rapport. Spend the time to make a personal presentation that directly relates the features of the jewelry that link with the shopper’s motives to make a purchase. Get to know the person who is shopping and why they personally buy jewelry.
5. Get the jewelry out of the case and on the jewelry shopper. Weak salespeople only minimally qualify shoppers and rely totally on the customer trying on jewelry and then making the purchasing decision on their own. More successful salespeople select the right jewelry for the right reasons because they have created rapport with the shopper and understand the motives that will stimulate the shopper to make the purchase. They know how to position the jewelry with the right complements as they further engage the shopper as the customer examines the proposed jewelry they are wearing.
6. Always trial close. Trial closing signals jewelry salespeople when to ask for a purchase decision. A trial close is an option-asking question. What appeals most to you about this setting? Successful salespeople use lots of trial closes because they know they run little risk because they are only asking for an opinion. They are not yet asking for the purchase decision.
7. Appreciate objections. Shoppers who are interested in a product often offer objections. Interested shoppers often have objections. Successful salespeople do not directly offer a rebuttal to an objection. This can create conflict and frustrate shoppers. A better approach is to ask a question that clarifies the objection. So I understand what you are saying, the color of this stone is not as intense as you would like; is that correct? This shows respect for the shopper and allows the salesperson to get more specific feedback from the shopper.
8. Look for buying signals. Shoppers change their attitudes and seem to warm up or lean forward, change expressions, change their tone of voice up or down. When selling couples, look for the woman to nudge her partner. That can be a signal she is sold and is communicating that to him.
9. Be in control. Know how to take the lead from the shopper. The shopper who does not interact with a jewelry salesperson and tends to only point and ask for prices reflects a salesperson that is not in control. The salesperson needs to create rapport and make a more impressive presentation to earn the right to be in control.
10. Assume the sale is made. Know why the shopper is going to say yes before asking for the purchase decision. When hearing no from shoppers successful salespeople know to further engage the shopper and continue making product demonstrations to earn the business. No doesn’t mean never; it just means not yet. Keep probing to find the right jewelry for the right buying reasons. Some jewelry sales managers believe every sales encounter should end with a no from the customer. The cross sale or the up sale attempt comes after the customers first decision to buy. Some customers will make an additional purchase if the offering is made in a compelling manner. Hearing no is part of selling, but it is not the barrier that unsuccessful salespeople think it is.