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Jewelry Store Buyers Circle: The First Impression | April 22, 2025 (0 comments)
Merrick, NY--Every customer who walks through the door represents a new opportunity. How you tailor the customer experience can determine whether they buy or walk out to visit another jeweler. Are your sales associates equipped to create a seamless and strategic sales process?
Customer Walkthrough
The layout of your store should be intentional, guiding customers in a way that aligns with your sales strategy. When an engagement ring shopper enters, they should first see larger complete rings set with a live diamond or your signature brand collection.
Why? Because starting with complete rings allows you to assess their budget without directly asking. Presenting your signature collection establishes value and exclusivity and something they can’t price-shop elsewhere.
Overwhelming customers with dozens of semi-mounts and a full education on diamonds will send them running to your competitor.
What to Show and When
Do you carry lab-created diamonds? If so, they should not be displayed alongside natural diamonds. Instead, they should only be shown when a customer specifically requests them. Always begin by presenting your highest price point first. You can always work down, but increasing the price after the fact is much harder.
Ask for Referrals
Referrals can turn a single sale into a steady stream of new business.
This mindset underscores why every customer should be valued at $100,000, not just for their purchase today but for the referrals and future purchases they can generate… if you ask!
About 81% of consumers research online before ever setting foot in a jewelry store, checking reviews, comparing prices, and learning about product features. Use this to your advantage when closing a sale. If pricing becomes the final hurdle, ask: If I meet your price, will you send me five friends?
Perfecting the Process
1. Building Trust
Active listening and confidence help create a welcoming environment where customers feel valued and well taken care of.
2. Product Knowledge
Knowing the details of your collections inside and out allows you to present information persuasively and answer questions with authority.
3. Strategic Storytelling
Use storytelling to connect with customers emotionally, present high-value items first, and tailor recommendations based on their reactions and preferences.
4. Creating an In-Store Experience
The ambiance, lighting, and display organization all play a role in making customers feel comfortable and inspired to buy.
5. Repetition Builds Mastery
Sales associates may feel awkward when practicing their pitch or handling objections, but repetition leads to confidence. Role-playing scenarios with colleagues can help ease discomfort and build natural delivery. Continuous training sharpens sales skills and improves customer interactions.
6. Know Your Data
Use your reporting system to track conversion rates and identify trends. Knowing which products drive the most revenue allows you to refine your strategy and make data-backed decisions for continuous sales growth.
Back to Basics
85% of consumers say they made the purchase based on emotion. That means every interaction should tap into their excitement for the perfect finding piece.
Every customer interaction is a chance to create a memorable experience. Next time a customer walks in, ask yourself: Are we offering something they can’t find elsewhere?
Our Mission
The Jewelry Store Buyers Circle column is designed to empower jewelry store buyers with actionable insights and strategies that drive success in today’s dynamic market. By combining the precision of data analysis—such as key reports, inventory optimization, and sales forecasting—with practical advice on merchandising, vendor negotiations, and pricing strategies, this column will serve as a comprehensive guide. Beyond the numbers, I aim to explore the art of building strong vendor relationships and mastering the nuances of customer-centric buying decisions, ensuring readers are equipped to navigate both the analytical and human aspects of the jewelry business.
Bio
Megan Crabtree is the Founder & CEO of Crabtree Consulting, a boutique consulting firm with a proven track record of successfully growing jewelry retailers and manufacturers for over two decades. Known for their unique data-driven approach, they flawlessly identify barriers and create tailored growth opportunities, fueling unprecedented success and helping clients reach their goals in the industry.