Jeweller - June, Edition II 2020

he proceeded to put it aside and wrap up
just the first item.
In other words, he gave up!
In that one action, he demoted himself
from expert salesman to clerk.
What would it have taken to close that
second sale? He already had a list of all
the things I needed and could’ve even
pushed for three or more items, but
instead he ended up closing with a
one-item sale.
Just by saying, “Do you really want that?”
he made me feel as if I shouldn’t be
buying it.
Certainly, I didn’t actually need it.
In the salesperson’s eyes, he believed
he did an excellent job. We bonded, he
got my information for the mailing list to
make sure I was aware of any specials
or classes that were taking place in the
store, he gave me a buying guide, he
converted my wants into needs.
He made me feel like an insider as
opposed to the true outsider I really was,
and he closed the sale.
The problem is that he had the ability to
make a multiple sale and lost out on that
– perhaps because he didn’t want to be
'too pushy' or because he wanted to be
liked by me.
Consequently, that sales opportunity
walked right out the door.
Worse than that, he didn’t service his
customer properly because I had to
make an additional trip to another store
to purchase the missing components of
what I needed for my project.
To sell is to serve
When you are servicing a customer well,
you are selling them; you’re selling them
on yourself, on the ideas you provide, and
on the products.
Remember that when you’re selling,
you’re serving – you’re taking care of
Selling is
serving
customer's
needs with
multiple items
Read the
signals
Don't assume
limitations and
ignore positive
buying signals
Convert
wants into
needs
Use your
expertise to
suggest and
inspire
needs and delivering customer service.
As good a seller as he was, the salesman
in my example ultimately didn’t take care
of my needs.
I wanted to buy the item, but I left the
store without it!
Retailers make their money not by selling
an initial item; they make their money by
selling multiple items to the customer.
We’ve paid to bring customers into the
store through marketing, advertising, and
merchandising, and to have someone wait
on them and to gain their trust, in order to
have them buy something.
Don’t throw all those advantages away by
not maximising the opportunities when
they present themselves. Believe me, the
customer will thank you later!
RICK SEGEL and MATTHEW HUDSON
are founders of retail training and
Associates.
We are
here to
help fulfil
your ideas
We are here to help you fulfil your ideas. As a
customer-focused Australian business, we aim
to service the needs of the retail and wholesale
jewellery industry by helping to centralise the
development of innovative products and concepts.
For our existing branded products, we offer
packaging, instore displays, care cards and coop
advertising alongside an active social media
campaign to supplement the story of the brand.
We are
here to
make your
job easier
It’s been challenging, but lockdown has been a
helpful time to review the way we present products
on our selling platforms.
To help ensure your online showcase look beautiful
online, we have compiled our product images,
marketing material and logos for your use. Contact
us today for immediate access.
Also offering credit facilities, resizing and repairs,
warranties, customised manufacturing and nextday
delivery.
OUR BRANDS
03 9555 9344
SALES@ PFJ.COM.AU
WWW.PFJ.COM.AU