Articles and News
Top Sales Opportunity: Polish Up Your Bridal Presentations | January 29, 2021 (0 comments)
Green Bay, WI--What do your store’s bridal presentations look like?
When was the last time you did an analysis? When was the last time you measured your bridal closing ratio? A lot of stores believe they are a lot higher than they truly are.
Of the stores that I’ve trained in, this is one of the biggest areas where they have a “just wing it” mentality.
It’s one of the biggest profit centers in the store, so let’s take a good look at how we’re doing.
What Successful Stores Do
The most successful stores I’ve been in have Bridal Presentations that are planned but NOT scripted. There is a plan for the team work flow and it starts with things like helpers and signals for when the presenter needs some outside help. They may need to turn it over or to Group Sell. They may need to get an opinion from a colleague or get help with financing. They may need to have an assistant so that they don’t have to leave their customer. The assistant may offer to clean items.
Next, the tools that are in great working and looking great and easily accessible in one location for the presentation and everyone needs to know exactly how to use them. Diamond plungers, a ring tray, a good, clean polishing cloth, pens, pencils and a note pad for notes during the presentation.
Focus on the Their Relationship!
Next, a discussion with the customer that focuses key questions that are about THEM and THEIR RELATIONSHIP. The most important question of all, “What’s important to you in an engagement ring?” Focusing on this will create a very comfortable and honest discussion that will be free of cliches that feel like sales spiels. Customers should not be feeling that when they come into your store.
Do we have a plan for selling the wedding bands? There is a lot of business left on the table without a plan to sell the wedding bands as part of the overall engagement ring sales presentation. It’s all one sale…sort of like buying a sink without a faucet. Or selling bridal gifts?
If we do it right and if we make our customers feel that they’ve found “their jeweler,” we get a customer for life, the way it should be.
James (Jimmy) DeGroot is a professional jewelry sales and operations trainer from the jeweler’s side of the counter. Having been in management and the jewelry business for over 20 years, Jimmy offers weekly training to jewelers nationwide via the website JewelryStoreTraining.com. Jimmy is an AGS titleholder and specializes in training relevant and timely methods for jewelry teams. He can do a full training on making Bridal Presentations the best they can be, among many other regular training options. Contact Jimmy at jim@jewelrystoretraining.com or call 920-492-1191.