Jeweller - June, Edition II 2020

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BEST OF BUSINESS Sales Feature In periods of slow trading, it’s more important than ever for jewellery store owners and managers to ‘save’ sales. or the retail sector, How the to impact ask for help in closing a sale – and how to give it – is something that all sales staff and managers of the COVID-19 pandemic was should be a key priority in retail training, says LEONARD ZELL. felt instantly. As fear and panic pped the nation, consumers rushed to As a store owner or manager, do you know kpile essentials, while discretionary change has been how compressed many sales leak from your store each nding dived to levels unseen in extraordinary amount day because of time staff – couldn’t close a sale? change, ades. Many from a retailers It’s behaviour one thing – point particularly for sales leakage in to occur ional which areas has been – in watched influenced extremely helplessly busy of times like as December, by COVID-19 and but the it’s fact inexcusable that in slow periods when ir hopes for a swift recovery from last ave been locked every down sale in counts. their remote mer’s horror working, bushfire having to season pick were inguished. Ask yourself how much of a difference it can igital technologies, forced to ,” he explained. make if just one important diamond sale out explicitly banning can be ‘saved’ non-essential each month? retail, In fact, how ined rnment the lockdowns changes easy to is effectively retail it to help in prevented close a sale that is about ks-and-mortar tegories – ‘hands’, to businesses be ‘head’, lost? from trading art’: onfining “The Australians ‘hands’ point to of their homes. At the e ow time, physical swathes retail Let’s of will see the be if we can put this into a financial population were oughed, t, particularly made around redundant, situation. touch; For or simplicity, had contracts let’s assume that celled. eads perspective, a store how trades the six days a week – that would marts’ around equate retail are to say around 300 days a year, give changing; se new dynamics and from or take. created a hearts – or accelerated number tive, how of the trends emotions that will around continue to ct ption the and Australian I would shopping retail suggest are landscape that in a the proficient manager .” ths and years could to come, help altering close two consumer or three sales a day, aviour as well as but the if you practicalities want to be more and conservative you stics course of retail of the sales. can lockdown assume just one or two quality sales these changes per have day. not been aking by retailers; on the podcast rather, many of retail futurist and eller s owners contributor have If been we Steve assume forced Van Belleghem, that the quality Jon sale is at an aluate , CEO of their marketing approach average and and of communications $250, then that can add $75,000 fforts ncy VMLY&R to adapt (Australia to in a saved new sales and reality, New a year Zealand), at the rate of one by the forces pandemic beyond ‘saved had their “an sale’ control. extraordinary per day. effect etail”. ic impacts Fixing the leaks in your sales pipeline Many owners probably don’t know this because they’re not on the sales floor as much as they should be. They are involved in the operations of the store and have delegated the responsibility to their store manager. Even when owners are on the sales floor, they see sales people give up on customers, letting them leave the store without attempting to assist to close the sale. When you ask your salespeople why they didn’t ask you for assistance, the answer is usually, “I tried everything and they thanked me and said they will be back.” How many times have you heard that? But it is the responsibility of a store owner to create a culture where no-one is embarrassed about saving or assisting with a sale. Teach your sales people the following: • How to recognise when a sale is being lost; • To ask for assistance before it’s too late; If we assume that the quality sale is at an average of $250, then that can add $75,000 in saved sales a year at the rate of one ‘saved sale’ per day • What to say when asking you, or the store manager, for assistance. Identifying a failing sale If the customer starts showing a lack of interest, indecision, lack of enthusiasm or is pushing away from the counter, it’s time for the sales person to ask for assistance. However, there should be procedures in place to identify the right time to seek assistance and it should be before the salesperson has shown the customer everything in the store. Store owners have the responsibility to save sales, while staff should not be embarrassed about seeking assistance to close a sale. Owners and managers should be on the sales floor as much as possible and not always in the back office area. Preferably, and especially in busy periods, owners and managers should be ‘within earshot’ of sales staff. An owner or manager who spends most of their time in the back cannot easily assist sales staff, or save sales if they cannot see or hear interaction with customers. 54 | <strong>June</strong> <strong>2020</strong>
We Are Here For You We know that our customers depend on KL Diamonds for essential business-to-business services that enable them to better serve their own customers. We have always believed that we are an extension of your own workshop. We are committed to safely maintaining our services to help you through these uncertain and troubling times. We’ve always been a proudly local business and fundamentally believe our customers need to thrive; that’s why we’re keeping our prices as low as possible and our services as efficient as ever. We are now offering free Rhodium plating on all repairs, custom makes, setting, and re-sizes. We understand that in these times, every little bit can help and we would like to do our part to help. We want to wish you, your loved ones, and fellow staff safe passage through this difficult period. We look forward to the end of this pandemic and to business returning to normal as soon as possible. Let’s continue to look after one another, together we will get through this. With our best regards, Kalleh & The KL Team. 02 9221-1556 workshop@kldiamonds.com.au
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Jeweller - June, Edition II 2020

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