How to Sell More Diamonds
Author: Russell J. Blake

The competition is fierce. Customers know they can buy diamonds from so many places. They are more educated than ever before. If there were one formula for diamond sales success we would all do it as part of our great customer service. The truth is there are several ways to sales success.

Most retail jewelers provide sales associates with practical training to increase diamond sales. We all can get better in our trade and improve our sales. I’ve learned a lot in my three and a half years in the business. Here are some ideas to help increase your diamond sales.

Stick to the basics. Get yourself in front of as many customers as possible. I know this sounds obvious, but if I had a nickel for every time I’ve worked with others who felt powerless because of no customers I’d be rich. So what do you do? Get yourself in front of customers on the phone. Pick up the phone and call your repair pick-ups and layaways. Also follow up on last week’s diamond sales lead. There is always a way to get customers in your store. So what are you waiting for? Get on the phone and call customers, of course during some down time.

Practice Creative Selling. The days of “How can I help you,? except maybe during peak holidays are gone. Instead say, “What occasion are you shopping for today?? This builds on a new model of selling of building trust and finding out client’s needs. With a repeat customer one might spend more time on presentation and than closing sales!

Schmooze a Little. As part of creative selling schmooze the customer a little. Be honest and tell them you are very happy they came to your store. If the customer has on a nice ring tell them and look for an add on sale. Also if they have a diamond they can trade in let them know! Always look for some angle to create a sale!

Romance Diamonds and Find out the Occasion. Keep it personal. Remember to get the customer’s name and his or her spouse’s name. That way you can repeat their name back several times in your presentation. Say, “John, imagine the look in your wife Nancy’s eyes when she receives this ten-year anniversary ring!? Remember to always show high-ticket items first!

Practice Selling. Role-play with other sales associates. Also practice turning over sales. When two or more associates put their heads together sometimes the right key word or phase will be just the hot button that the customer needs to hear to get the sale! Have you ever heard this one? “If we could wave a magic wand to make this happen today, what would we need to do?? They will usually tell you any objections.

Constantly Close. Be on the lookout for buying signals and use creative closes. It all starts with you and your attitude. Always be positive, upbeat, friendly, and cheerful. Ask for the sale expectantly. Be pro-active and create sales opportunity. After all it’s really just a game to be played to the fullest! Have some fun with it! Good luck and lots of sales lots of smiles!








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I am Russell J. Blake. My interests include reading, writing, jogging, and meditation. I've worked in the retail jewelry trade for 3 and a half years. I've also worked in outside sales. Please e-mail me at RJ_Blake@mindspring.com with feedback on this article, or any of my other articles posted at this web site. Thank you and make it a great day! Lots of Sales Lots of Smiles! -Rj

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