Accelerate Sales Through ‘Clienteling’

Your salespeople can do something while they wait for customers that could be worth an additional 20 percent in annual sales. It’s called “clienteling”—strengthening relationships with key clients in specific ways that generate more frequent purchases. The heart of clienteling is frequent communication with clients in ways that make sure your store comes to mind when they’re thinking of a new expenditure—jewelry or otherwise. Your competition is any luxury item that captures discretionary dollars, not just other jewelers. Remember, your best clients are your competitors’ best prospects. If you’re not contacting them, someone else is. APPRAISING THE SITUATION Here are some ways to evaluate what kind of job you are doing at clienteling: Look around—what percent of salespeople appear to be waiting for a customer to walk in rather than contacting clients
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