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Effective Jewelry Selling. The Great Debate.
I just read a very compelling article in one of the diamond industry's monthly magazines.
The article revolves around the question of whether a jewelry store ought to focus on selling what they love (merchandise), or selling what actually sells (even if they personally find it to be distasteful).
The writer interviews two particular jewelers who have different opinions. Indeed, there is much merit to both.
Here are the two schools of thought in a "nutshell":
1. Love what sells.
When you fall in love with your diamond and jewelry inventory at the expense of paying proper attention to inventory turnover, you will fall into debt or debilitating cash-flow. "Dead inventory" = Dead money, plain and simple. Always look to satisfy the tastes of your customers and not your own.
2. Sell what you love.
When you become passionate about what you sell, you become good at selling. If you love and believe in what you are doing/selling, you will learn the art of closing a sale. Trust your judgements and try to think like a consumer when you purchase items for stock to fill up your jewelry cases.
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Comments
I say sell what you love. This is your own special way of "Branding".
When you sell that which you love, those that have bought from you ahve shown they like your taste. That is a customer forever! Handled correctly that customer will even buy sight unseen.
Selling what you love will create enthusiasm within you as a salesperson. Enthusiasm is infectuous.
If the internet competition concerns you, sellwhat you love. Be the trend setter.
Sell what is selling as the latest trend, and you are competing directly with the internet.
Sell what you love and you can share a customer with another jewelry store. Sell only what sells and it's win or lose. Either you get the customer or the other store gets the customer.
Larry Horowitz
www.sellbigdiamonds.com
Posted by: Larry Horowitz on September 21, 2007 2:22 PM