SALESPEOPLE ASK ME on a regular basis, “How do you do a ‘wow,’ and why?” The “wow” or created sale is designed to create gross sales momentum in as little as three minutes or as much as an hour. The longer it takes, the extra the shopper is. Wowing shoppers takes ardour, enthusiasm, pleasure, vitality and being motivated.
Salespeople additionally inform me, “I don’t need to be pushy.” Properly, I don’t need you to be pushy both. I do need you to have enjoyable and be skilled. The “wow” creates enthusiasm and pleasure within the shopper, and it creates a reminiscence if nothing else. However most salespeople are usually not doing this.
Christmas is coming, and retail economists say that impulse buys go up at Christmastime by one hundred pc. So, it’s best to “wow” your shoppers all 12 months lengthy, however particularly throughout Christmastime.
The first step is the lead-in line. It’s one thing you say that’s quick and candy to create curiosity, like “Guess what’s within the vault?” Or “There’s one thing within the again that ought to be within the Smithsonian but it surely’s right here.” Or “Guess what simply got here in?” You need to ship a lead-in line when every little thing else is completed (whether or not a sale or restore) and the shopper is sort of prepared to show and stroll out the door. Once you say a lead-in line with pleasure, the shopper will likely be excited as properly.
Step two contains two areas of romancing: value-added (proving the worth is value it) and sweetness. Worth-added romancing is determined by your means to construct worth within the product. Which means delivering true info like, “The one who lower this needed to apprentice 10 years earlier than they have been allowed to the touch a diamond of this dimension.”
When romancing the great thing about jewellery, salespeople are sometimes too generic of their descriptions. Take away the phrases “fairly,” “stunning” and “sparkles” out of your vocabulary. Use vivid descriptions like, “It inhales mild and breathes hearth” or “Mom Nature’s love affair with mild” or “the epitome of nature with the craftsmanship of man” or “unparalleled, unmatched perfection” or “prehistoric artifacts saved within the womb of Mom Earth for hundreds of thousands of years.” There are all the time tales to inform about diamonds, like how the ancients used to imagine they have been splinters that fell from stars. Romancing magnificence takes a number of self-confidence and follow.
Step three is the appraisal or lab report if mandatory. However all the time ask, “Would you prefer to know extra about it?” Don’t volunteer info however discover out what they need to know. Some need to be gemologists after they stroll out, and a few don’t need you to say any of it.
Step 4 is the worth, and solely now do you focus on it. In the event that they ask you earlier in your presentation, say “It’s 6995 and let me let you know why.” All the time make it in regards to the shopper and the merchandise, not the worth. Once you get to the worth, ensure they’re holding the piece of jewellery. Look them squarely within the eye and inform them it’s sixty-nine ninety-five. (Don’t say hundreds or tons of; that makes it sound costlier.)
Step 5 is shut the sale. Individuals purchase on impulse on a regular basis. Too a lot of you say, “They solely wished a battery” or “They simply got here in for a restore” or “They didn’t need the rest.” Give up making choices for the shopper earlier than you give them an opportunity.
Individuals purchase $5,000, $50,000 and $100,000 objects on a regular basis on impulse. However even when they don’t purchase it, you’ve planted a seed. When you decide for a shopper, you’re not planting the seed ahead, you’re killing a sale earlier than it begins, and also you’re making a monetary determination in your retailer earlier than you even give the shopper an opportunity.
The most important diamond buy season within the historical past of the trade is coming. Make certain each shopper is wowed earlier than they depart, since you’re doing one thing completely different that nobody else is doing. Shoppers don’t do not forget that time they received a battery modified and have been standing round doing nothing. However they do keep in mind after they received the battery modified and noticed one thing superb whereas they have been there. Wow with everybody proper earlier than they go. Create. Comfortable promoting!