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Why Do Jewelry Stores Lose Salespeople??
Just finished reading an article by Harry Friedman in one of this months industry magazines.
He talks about the well known fact regarding the unusually high turnover rate of salespeople in many jewelry stores.
The reality is that salespeople in a typical jewelry store come and go almost as frequently (and as painfully) as your Mother-In-Law.
Why is it that jewelry stores have a problem with retaining salespeople??
In his article, the author's main focus is the "feelings" of the salesperson; do they feel like they are closing sales, are they happy in their environment, etc.
The gist of the article is that the salesperson is often the victim of unreasonable or unreachable expectations, either on the part of the owners or of themselves.
Thus, he talks about how to increase the confidence and satisfaction of the salesperson as a means for increasing retention.
While he certainly makes some interesting points and observations, I need to disagree with the entire premise of the article.
Based upon my own experiences, I'd have to say that the salespeople themselves are often the culprits and their own worst enemies.
For some reason, in the diamond and jewelry business which is synonymous with emotion, passion and strong tastes/opinions, salespeople are often afflicted with what I call the "Maverick" syndrome.
They often decide to take the law into their own hands with respect to their own ideas of proper customer service etc. and with complete disregard for company protocol, proper training and being part of the team.
Many of them think they are the "best thing since sliced bread" and that they can actually win over a savvy consumer with good looks, charm and wit!!
Companies will spend a fortune of money sending their staff and employees to training seminars etc., often to no avail.
A salesperson with an attitude, is a salesperson who is unwilling to learn about what makes a diamond actually tick. He/she thinks that todays customer is going to simply fall for smooth talk, good looks and pleasant conversation.
They are simply gonna pluck down thousands of dollars for a diamond engagement ring, just because the pretty face behind the counter actually comes from the same town and likes the same sports team!!
Just absurd!!
Let me tell you something; today's consumers are smart....VERY smart!
If they do some initial research on the Internet (and they usually will), they will come into your store armed to the teeth with knowledge on all aspects of a loose diamonds proper cut parameters and light performance.
They will expect you to show them, with accurate and factual information and data, why they ought to buy the diamond ring from you and not your competition.
Sure, there is a ton of romance in this purchase and therefore an aspect of "shmooze" and "romancing" on the part of the salesperson is necessary.
However, if the customer asks you whether your diamonds are "Conflict Free" and you look at them with a blank stare, it will not matter if you look and talk like an actor/actress, you just lost the sale!
So many of these salespeople have such egos and attitudes that they simply cannot accept the idea that they might be able to learn a thing or two from the boss.
They cannot coexist with other salespeople in the company and will attribute their lack of sales to anyone and anything, before they are willing to accept responsibility on their own.
IME, most jewelry salespeople come and go because of some aspect of the photograph above!
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