Sales Strategy
Jimmy DeGroot: What to Do When Customers Ask for Brands You Don’t Stock April 30, 2025 (1 comment)
Appleton, WI--What happens when Sally walks through your door and asks for a brand you don’t carry? Perhaps you’re a self-branded store and you don’t carry the big-name brands that are heavily advertised? The first thing your team should do is trash the brand they’re asking for as much as possible … if you never ever want to earn that customer’s trust and business.
There are two ways this can go: One, they may leave the store because they absolutely must have that brand or piece; Two, they could stay and buy from you.
In either case you have an opportunity to make an amazing impression on them, provided you refrain from my first ridiculous suggestion. First, recognize the brand and mention that it is a great product, building up your customer’s belief in their choices. They walked into YOUR store hoping you would have it. That says a lot about you and your store. So be grateful for this opportunity. Next apologize for not having it and then throw out this little nugget, “Do you mind if I ask a question though, what’s important to you about …?”
Listen to their response. No matter what it is (besides, “I just gotta have that brand!”) Give a short little testimony about your store. “Well, here at J Gerard Jewelers, we do custom creations every day and we’d be happy to give you a quote on a piece similar to that made right here.” That wasn’t too long, but whatever you say has to match the qualities of what THEY said was important about the brand they asked for. Now you have something to work with and a customer who is open to hearing more about your store and what you have to offer.
If they absolutely must have that piece from that specific brand. Give them what you would want in that scenario, the information they want. Tell them which store has it. If this means going to the internet to see who does, just do it. It's all about making a great impression. And if you’re gung ho about giving them what they want, perhaps they’ll think twice about why you’re being so nice to offer the information and begin doubting the brand they want. In the end, they will appreciate what you’ve done for them and your store will have been a hero in their eyes. You can never go wrong with that.
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 Train Retail website. 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 jimmy@trainretail.com or call 920-492-1191.