“Oh Boy; Oh Boy”
Nobody likes rejection, and nobody gets more of it than a person selling in a jewelry store. Buying jewelry is an emotional decision, and a willing customer can cool off in a heartbeat. You are showing a fine piece and your customer’s head is bobbing up and down like a doll in the back window of the car. She puts it on, looks in the mirror and obviously loves it. You know she is going to buy it. You and she are both smiling approvingly. You are thinking, “Oh boy, oh boy.” Then suddenly she takes it off, her smile goes away and she says, “I need to think about it; I will be back.” Your “Oh boy” feeling fades away as she is ready to walk away. What do you do now? Most people will either bear down and push for the sale, or bail out and hope that she will come back.
The “bear down” salesperson says something like, “You know you love it, that’s a great price, you should get it now.” Some even suddenly drop the price thinking that will close the sale.
The “bail out” salesperson says something like, “Okay, here’s my card, please ask for me when you come back.” She smiles, agrees and heads for the door. You frown and feel depressed. One of these two scenarios plays out every day in jewelry stores across the country. There must be a better way, and there is.
The wise salesperson stops selling at this point and becomes a concerned “detective” looking for the real reason she is not buying it. This salesperson says something like, “Okay, maybe it’s just not the right piece, and if that’s the case, you shouldn’t get it. Let’s take another minute before you leave, and tell me, what is it about this piece that just MIGHT NOT be right?” He or she now simply shuts up and continues looking at the piece. It’s the customer’s turn to talk and you will be surprised how many “confessions” you will get. You will hear things like, “Well to tell you the truth, it’s more than I was planning to spend.” Or, “It just doesn’t look right on me.” or “It’s actually too big.” Or “Too small.”
There’s usually a reason and when you uncover the truth, chances are you can do something to resolve it and make the sale, if not that piece then another one. The truth will set you free; lies paralyze. If the truth is that she really does need to think about it, help her do it while she is in the store. Say, “Do you think it MIGHT BE the right piece?” If the answer is, “Yes” or “Maybe,” say, “Let’s be sure.” and then go back over the features and benefits of the piece looking for what MIGHT BE holding her back. If you cannot find a good reason to NOT buy it, then “SELL IT!” Say, “It looks like we have found the right piece, is there anything we didn’t think about?” If there isn’t, then say, “Let’s do it now.” This is where salespeople are separated from clerks and order takers. The key is doing it for the customer, not for you. When that’s where your heart is, you and the customer both win.
Success Dynamics, Inc.