These are must-have skills for anyone involved in selling jewelry.
There truly is an art to selling jewelry, more so when it comes to selling engagement rings. It’s more than just an act of selling a piece of jewelry with a shiny stone as its centerpiece—because there’s a lot of meaning attached to the item, selling it involves an appeal to the buyer’s emotions and that requires a special skill.
Jewelry selling begins during its presentation. It starts at the point when an exquisite jewelry display captures an inquisitive onlooker who happened to chance upon it while showcased on a jewelry shop’s window display. Once they make their inquiry about the item that captured their fancy then the selling begins. At this point, the jeweler must use their acquired knowledge about the product to make the sale.
Engagement ring shoppers are different altogether. They’ve done their research and often have an idea of what they want in mind. Your duty then is to match or even exceed their expectations and that requires an understanding of the significance of said purchase and item.
Here are some important things you need to remember during an engagement ring sales presentation:
1. Handle the ring with care.
Part of your presentation should highlight the preciousness of the engagement ring you are showcasing to the shopper. While you can talk about the characteristics of its parts and the stones and metals on display, the way you handle the merchandise can speak volumes of its value beyond its looks or source.
Treat whatever you present with care and that means using tools such as display pads and wearing gloves while handling the merchandise so you don’t leave imprints or sweat on the ring’s surface.
2. Probe but don’t be too nosy.
Most engagement ring shoppers already have a clear ring design in mind, so it’s important to ask for details to help them narrow down the selection. But it won’t help your cause if you get too nosy with your customers. Let them get into the nitty-gritty of what they have in mind just by actively listening. They would often venture into some storytelling as their choices may have some significance in their lives (“I would like a pink diamond as its centerpiece because it’s her favorite color.”), so just listen closely and take note of the details. Make sure you two are on the same page by politely clarifying details that seem unclear to you.
While your goal is to make a sale, don’t treat it as such (or at least not overtly). Instead, be their sounding board who will listen and try to fulfill their desires for a special piece of jewelry.
3. Highlight features that will appeal to the ring’s recipient.
Once you’ve taken the time to take note of the customer’s preferences and remember details in the stories they share, you can now proceed to make your recommendations.
Beyond their color preferences, some details that are of importance are their daily habits and professions. Do they involve themselves in physical activities that require the use of their hands a lot such as gardening or housework? It may be best to recommend a ring with a modestly-sized gemstone and a simple band.
Aside from that, another way to win over a customer is to share interesting anecdotes about the ring you are presenting. Share stories of how it was crafted or if it has a unique history that enhances its perceived value and allure. Gemstones, in particular, are known to have cultural symbolism and “powers” attached to them so you better be ready to whip out a trivia or two during your presentation.
4. Treat them like guests of honor at your store.
At this point, you may already be building a rapport with your customer. You can build upon that rapport by graciously offering them services that will make them feel at home at your store.
Ideally, engagement ring and wedding ring presentations should be conducted away from the main floor of the store; best if they are conducted in a private room but a discreet corner can do if there are no rooms. Make it an area conducive for a chat and observation so a comfy couch paired with a nice presentation table is a must. Adequate lighting and temperature (cool but not too cold) are also important to put them at ease. Extend an offer for light treats and refreshments so they can truly feel pampered during the presentation and selection parts of the jewelry selling process.
5. Proceed with caution when it comes to money talk.
It’s never a good idea to ask the customer directly about their budget while you’re making your pitch. Instead, it’s best to use your expert’s judgment on this one. Based on the information you’ve gathered from the customer, you can simply make three recommendations of varying price points so they can select themselves the ring that fits according to their budget.
6. Remember to mention additional services that your jewelry store offers.
Some engagement ring customers make the choice to design their own rings, and so if your business offers such services then it’s important to let the customer right away. Other services that you can pitch to customers are engraving services, ring/finger measurements, rhodium plating, and polishing. If you offer items such as ring display tools then remember to mention those to help boost your chances of a closed sale.
7. Be friendly and helpful.
When selling jewelry, especially the kind like that of an engagement ring where a lot is at stake, having someone who is there to give advice and support is truly essential. To have someone that’s not only knowledgeable but also empathetic to the needs of customers is truly an asset for any jewelry shop and so it’s something that everyone involved in jewelry sales should imbibe and practice.
Engagement and wedding ring shopping are monumental events for shoppers. Developing the techniques outlined here not only will be an opportunity for jewelry employees to upskill, but it’s also another way of showing excellent customer service to the business’ customers.
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