Jeweller - June, Edition II 2020

BEST OF BUSINESS
Selling
"Fine pieces are
perfect for layering.
Here, a second
shorter chain and
a pair of simple
earrings can change
everything. If you’d
like, we could try
layering a third
chain? it could
be too much,
but then again,
it could be
perfect!"
It’s all about the second item (and the third!)
Selling in multiples is how retailers get ahead. RICK SEGEL and MATTHEW HUDSON say the difference between
closing one item and two items is the difference between a good and great salesperson.
I was once asked to do mystery shopping
for a national chain. My job was to take my
time going through the store, reviewing
the visual merchandising signage and
employee attitude and performance.
This is a chain that I absolutely admire
– all the people I’ve had contact with are
very nice and do a very good job.
The retailer is a specialty store, which
tends to mean customers are split into
an 'insider group' who know the product
well, and those who might be coming in
for the first time.
This is similar to customers going to a ski
shop, for example. If you are a skier, you
are familiar with the gear and know when
you see the super-duper latest models.
If you are a beginner, however, you really
don’t know the difference.
Helping out an outsider
In this particular business, I was an
outsider. I went into the store and walked
around. They were having a major sale
and all the salespeople were busy.
I was looking at all these products with
not a clue in the world! I needed help and
direction but the store was so busy that
all the salespeople were tied up.
Finally, a salesperson approached me.
I don’t know if he was a manager,
assistant manager or owner, but he knew
his stuff.
More importantly, he had a contagious
passion for the product that made me
want to buy even more.
I asked about the different products I
would need to complete a specific project
and the person laid out all of the tools
Top-performing
retailers don’t
strive to be
everything to
everybody...
problems that
the business
uniquely solves
for customers
and equipment that I would need. He
essentially created a shopping list to cater
for my wants and needs.
What could be better?
Throughout the sales process, I asked
a stack of different questions and gave
the salesman plenty of buying signals,
saying things like “I really like that” and
“Oh, I need that.”
Missed opportunity
I had demonstrated my willingness to
purchase two items but was intentionally
indecisive about the second item that was
in question.
Everything was going fine until the
salesperson asked, “So do you really
want the second item?”
I said, “Oh, I guess not”, and to my alarm
58 | June 2020