JCK - Jewelry Sales Secrets

Dancing (and Selling) as Fast as You Can

Brad Husiken — 2012-01-19 11:40

Did you ever notice how at a social function, wedding, company party, or hospitality get-together the people who seem to be having the most fun are the people that are dancing? They are laughing and carrying on, just having the best of times. They may, in fact, be the only people who are dancing, but nonetheless, no one is going to stop them from having a terrific time.Then, did you ever notice at the same wedding how the people who look the most miserable are the people who aren't dancing? Ask...

Ask the Right Questions to Determine Your Customer's Budget

Brad Husiken — 2012-01-12 13:00

As a salesperson you have to realize and understand that customers have different budgets for different things. Just because a customer wants to spend a given amount on one item doesn’t mean that they don’t have the money or want to spend even more money on a different product or service. Assuming that a customer is looking for one item and one item only is a major selling error. Many times even the customer doesn’t realize that they are in need of additional items. Should a customer want...

Jewelers Should Make the Most of Every Opportunity

Brad Husiken — 2012-01-05 12:37

Sometimes it seems as though life just isn’t fair. You don’t get the breaks that others get. You are not feeling as successful as you think you should. You are not accomplishing all the things that you set out in your business life to accomplish. Other people have such an easier time learning and applying new concepts. The lucky branch seems to strike everybody except you. People you grew up with seem to have more possessions, take more vacations, work less hours, and have had things given to...

How Jewelers Can Make a Good First Impression

Brad Husiken — 2011-12-29 13:00

When customers enter your store or first approach your company, they will develop a first impression. That impression could be the difference between success and failure. This is especially true with new customers who haven’t had an experience with you or your company. As we all know (or should know) customers are suspicious of salespeople. Through the years, customers have developed a negative stereotypical perception of salespeople. Ask yourself: How many of you have had a bad experience with...

How Jewelers Can Get Involved in the Community

Brad Husiken — 2011-12-28 11:36

My dad always told me that if I was going to be successful, you have to get out there and shake hands and kiss babies. In other words, get to know as many people as possible. That means getting involved in something outside of the work environment. Jewelers should get involved in your community as well.Whether you are a business owner, manager, or salesperson it is essential that you get involved in the community. The opportunity to network through organizations is a tremendous advantage to you...

How Jewelers Can Avoid Hitting the Wall

Brad Husiken — 2011-12-22 11:51

In running there is a term known as “hitting the wall.” What the term means is that mentally, emotionally, and physically the runner is totally and completely drained and can’t take another stride. They are simply out of gas. Each and every runner has a different point at which they hit the wall and cannot continue.I believe the same thing is true in business as well as with individual salespeople. Every business and every salesperson will eventually “hit the wall.” The business or salesperson...

How Not To Drive Your Customers Nuts

Brad Husiken — 2011-12-20 11:47

So, you come in the back door, say hi, and have your coffee. You put your smile on, check the new merchandise, check the new pricing, and you’re ready and out on the floor. No, you’re probably not; there are still some things to do.You know from your own experience that your customers are pressed for time. They need to pick up or deliver the kids somewhere, stop at the bank, answer some emails, pick up dinner, return a couple calls, get on the computer to pay some bills, do everything but shop...

Jewelers: Stop Giving Customers the Finger

Brad Husiken — 2011-12-15 12:34

There is a very contagious bug running through the jewelry industry. More and more salespeople I run into have caught it and have yet to even discover they have the affliction. Very few are seeking a cure. The disease I am referring to is pointing. Point a customer here or point them there. Everywhere you go, salespeople are pointing customers in all sorts of directions.The watches are right over there. The gift items are back in that corner of the store. The fashion jewelry is in that case....

Do You Really Know Your Customer?

Brad Husiken — 2011-12-08 12:00

Do you really know your customers? Do you know what is going on inside their heads? Are you empathetic to their wants, needs, desires, and concerns? Have you put yourself in their shoes? If you haven’t, then you probably aren’t as successful as you could be in sales.Each and every customer is different. They all have different reasons for buying or not buying jewelry. The only way to maximize every potential sale is by getting to know your customers. Some customers might be buying to show their...

Selling Jewelry Comes Without a Dress Rehearsal

Brad Husiken — 2011-12-02 12:44

In sales, we don’t have the luxuries enjoyed by many other professions. There are no “Mulligans” when it comes to sales. We don’t get the opportunity to do the presentation over again. We cannot wipe the slate clean and start all over again. There is no dress rehearsal. Each and every customer that we deal with is an opening night live performance in front of a New York Times critic.In our chosen profession every opportunity could constitute the difference between success and failure, between...

Maximizing Every Sales Opportunity: Part 3

Brad Husiken — 2011-11-28 11:19

This week, I'd like to discuss the third way in which a salesperson can maximize sales. In other words, how to acquire more people that you can sell to. The following is a checklist of things that a salesperson should do in order to achieve this goal.Ask every existing customer for a referral. Ask if you can mention their name.Send a thank you note to every customer – no matter if they buy from you or not. Put a couple business cards in the envelope.Make a follow-up call, after purchase, to...

Maximizing Every Opportunity: Part 2

Brad Husiken — 2011-11-17 11:31

Last week was dedicated to selling more of the people that you already have coming into your store. This time we will focus on how to sell more to the customers you are already selling to. The following is a checklist of things that salespeople should do in order to sell more to the people they are already selling to.Attempt to bump up every customer by showing and explaining better-quality goods.Always start high and work your way down. It is easier to come down than it is to push up.Ask every...

Maximizing Every Opportunity: Part 1

Brad Husiken — 2011-11-10 12:00

There are three primary ways for a salesperson to maximize sales. The first is to sell more of the people that you already have coming in the store. The following is a checklist of things that a salesperson should do in order to sell the maximum number of people.Capture the name and address of every potential customer.Eliminate the natural fear a customer has through meaningful, non-business conversation.Establish trust by selling yourself and your company.Focus on the person – not the product...

A Parachute Is Like A Brain

2011-11-03 10:46

A parachute is like a brain in that it only works when it is completely open. A closed parachute does you absolutely no good when you are free falling through the sky. It is an open parachute that will mean the difference between a successful jump and...well you get the picture. Can’t the same thing be said about the brain? An open mind will be the difference between a successful endeavor and a failed attempt.When your mind is open you are willing and able to learn new things, to experiment...

Phone Frustrations

Brad Husiken — 2011-10-28 12:00

First impressions are without a doubt the most important impression that your customer has of you—the ones that will cause them to choose to deal with you and hopefully make a purchase. Last impressions are just as important—and those will cause a customer or potential customer to come back and deal with you and/or your company again and again. In many instances the very first impression and/or the last impression that a potential customer has of you and your company could be the telephone....

Play With Purpose

Brad Husiken — 2011-10-21 12:00

Work is—or should be—play with a purpose. We all spend the majority of our lives working. This being true, then shouldn’t work be fun? I think so. I consider myself very fortunate. I love the work I do; I truly enjoy the people that I meet and the places I get to go. The rewards of the job are tremendous. As an added benefit, I have a lot of fun doing what I do.The question is: Are you truly having fun working where you are working, selling jewelry, and helping people celebrate those special...

Satisfaction Breeds Defeat

Brad Husiken — 2011-10-13 11:59

It never ceases to amaze me the number of people that have reached a point of satisfaction. Their job is “ok”, their personal life is “ok”, and financially they can meet their bills every month but are not able to save any for the future. Basically they are doing “ok”. They have lots of things they would like to do for instance, travel, drive a fancy car, own a larger home, wear name brand clothing, own fine jewelry, buy new furniture, or send their children to college. However, things...

What Are They Listening to?

2011-10-12 12:00

The other night when I was shopping at a new mall here in Colorado, I went into numerous major clothing stores. With each of these stores I visited, I became more and more disgruntled with the service—or lack of service—provided. Not one of the salespeople (a term I use very loosely) approached me, asked me a question, welcomed me, offered any assistance, or tried to sell me anything. And in each of these stores, all of the employees or salespeople were wearing a headset. Who are they listening...

Up the Down Escalator

Brad Husiken — 2011-10-06 11:39

Do you ever feel like you are spending your life, including your career, trying to go up the down escalator? Does it seem as though all the forces are driving against you? Do you feel as though the rest of the world is easily going up while you are struggling just to maintain your position, much less get ahead? Life and career, including the profession of sales, have a unique comparison with the struggle of fighting opposing forces in order to get ahead.If you are stuck on the down escalator...

What Do People Want From Their Job?

2011-09-30 12:00

The one thing salespeople want from their profession is the one thing business owners, supervisors, and sales managers seem to have the most trouble giving. I have read hundreds of surveys and talked with salespeople all over the country and have found that the most important thing people want from their job is self satisfaction, recognition, and to be and/or feel successful. Yet this is the one thing that supervisors do not give enough of.Often sales managers/owners hire people without knowing...