Jeweller - July, Edition II 2020
• At your service: why customer experience is critical to improving sales • What women want: how jewellers can profit by targeting female consumers • Marker's mark: show-stopping pieces from local jewellers
• At your service: why customer experience is critical to improving sales
• What women want: how jewellers can profit by targeting female consumers
• Marker's mark: show-stopping pieces from local jewellers
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TO PUBLISH<br />
PRICE OR<br />
NOT TO<br />
PUBLISH<br />
PRICE?<br />
THAT IS THE<br />
QUESTION.<br />
my<br />
dreams<br />
KEY PRICE<br />
POINTS<br />
Avoid ‘sticker<br />
shock’ by<br />
demonstrating<br />
product value<br />
anymore. We first got conditioned to discover<br />
the price by the car companies. You can<br />
configure any car and their websites will give<br />
you the exact price.<br />
This practice has extended well beyond the<br />
automotive industry now.<br />
bravery<br />
vitality<br />
Neutralise copycat<br />
competitors<br />
by leading<br />
the category<br />
Customers<br />
expect to see<br />
prices online –<br />
don’t disappoint<br />
them<br />
Visible prices<br />
eliminate<br />
customers who<br />
are not a fit<br />
Even if the price isn’t published on a<br />
company’s website you can usually get it from<br />
an existing customer on social media.<br />
Ask the question on Twitter or Facebook, and<br />
if the company is large enough, or prominent<br />
enough, you’ll get an answer.<br />
Save your time<br />
Published prices save time: Let your<br />
customers determine if your services are the<br />
right fit. My company’s goal is to achieve the<br />
two-call close — and if I could make it a onecall<br />
close, even better.<br />
direction<br />
good<br />
luck<br />
A primary way I achieve this is through making<br />
my website sell as well as my best sales<br />
person. My thinking is any information I would<br />
give in a sales call should be on the website.<br />
This helps me in two ways. First, it eliminates<br />
people that aren’t a fit. This saves them time,<br />
and it saves me time.<br />
my<br />
family<br />
Second, it positions the services by helping<br />
customers understand where the services fit<br />
in the spectrum of options available to them.<br />
Price is a positioning tool.<br />
The customer wants pricing: This is the<br />
number-one reason for me to publish price.<br />
If the customer wants that information then<br />
give it to them.<br />
It’s a key aspect of their decision-making<br />
process. If it helps them make better buying<br />
decisions faster, it just makes sense to publish<br />
your rates proudly on your website!<br />
Publishing your prices on your website doesn’t<br />
fulfil your value proposition or make your<br />
brand stickier, but it can whet your customers’<br />
appetite to buy faster.<br />
JEREMY MILLER a brand builder, keynote<br />
speaker and bestselling author of Sticky<br />
Branding. Visit: stickybranding.com<br />
Offer:<br />
FREE SHIPPING<br />
on orders over AUD$300 until 31 st <strong>July</strong><br />
As we continue to face uncertain times, we want to reach out<br />
with wishes of love, hope and strength and remind you that Stow<br />
Lockets remains committed to supporting our valued retailers.<br />
Stow Lockets can be carefully stylised, creating a sentimental<br />
heirloom jewellery piece for your customers.<br />
One which will be cherished forever.<br />
sales@stowlockets.co.nz | +64 7 281 1509<br />
stowlockets | #preciousstories | stowlockets.com
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