Are you Ignoring These Important Customers?

Reaching the female self-purchase market effectively is one way independents can compete with national chain retailers. Though jewelers deny it, their sales associates prefer couples or male customers over female shoppers. In fact, they practically ignore solo women who walk in the store. That’s the shocking conclusion management consultant Kate Peterson has reached after mystery- shopping in hundreds of stores around the country. And her findings are supported by the experiences of others. Women aren’t taken seriously in nearly 60% of all sales situations, asserts Peterson, who is the co-owner of a jewelry consulting and sales training firm, Performance Concepts, and a contributing editor to this magazine. She mystery-shops nearly 200 jewelry stores across the nation each year. “The attitude jewelers convey is that they don’t want to waste their time serving a woman

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