ColumnistsOct 19, 2022
The PR Adviser: The 4 Superheroes of the Customer JourneyColumnistsNov 01, 2022
10 Sales Tips for the Holiday Season
Thinking about your sales approach and implementing subtle changes can make a big difference in effectiveness, Peter Smith writes.
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
With sales beginning to show signs of slowing, it becomes more important than ever that we maximize every opportunity to satisfy customers and close sales.
The sales process is a matter of small degrees in the right direction. With each positive action, you increase the likelihood of improving your own sales results and your customers’ positive experiences.
Whether you are a seasoned and accomplished sales professional or new to retail, thinking about your sales approach and implementing subtle changes today can make a big difference in your effectiveness.
Here are 10 tips to help with your sales efforts this season.
1. Get out from behind the furniture
The only reason to be behind a counter is to remove products to show a customer. Since that should never happen until you know what is most important to them, get out from behind the cases to welcome the customer and establish a rapport.
Removing barriers between you and your customer signals, both literally and metaphorically, your openness to making a connection.
2. Pay attention to open body language
Always approach a customer from the front and ensure that your body is open and welcoming. Your torso should face the customer and your hands should be visible.
Never approach the customer from behind and limit any approach from the sides.
From an evolutionary perspective, we want to know what’s coming, and we want to know that it poses no danger to us.
3. Make Eye Contact
In your greeting, and while you are engaged, ensure that you are maintaining eye contact with your customer.
You don’t have to lock in on his or her eyes to the point of being creepy, but four-second blocks of eye-contact will maintain a positive connection.
At times of non-contact, if you have moments of mutual verbal agreements and/or laughter—something like “That’s right. I totally agree”)—that can serve similarly.
Note, if you can’t recall the color of the customer’s eyes, your eye contact was not frequent enough or sustaining.
Related stories will be right here …
The sales process is a matter of small degrees in the right direction. With each positive action, you increase the likelihood of improving your own sales results and your customers’ positive experiences.
Whether you are a seasoned and accomplished sales professional or new to retail, thinking about your sales approach and implementing subtle changes today can make a big difference in your effectiveness.
Here are 10 tips to help with your sales efforts this season.
1. Get out from behind the furniture
The only reason to be behind a counter is to remove products to show a customer. Since that should never happen until you know what is most important to them, get out from behind the cases to welcome the customer and establish a rapport.
Removing barriers between you and your customer signals, both literally and metaphorically, your openness to making a connection.
2. Pay attention to open body language
Always approach a customer from the front and ensure that your body is open and welcoming. Your torso should face the customer and your hands should be visible.
Never approach the customer from behind and limit any approach from the sides.
From an evolutionary perspective, we want to know what’s coming, and we want to know that it poses no danger to us.
3. Make Eye Contact
In your greeting, and while you are engaged, ensure that you are maintaining eye contact with your customer.
You don’t have to lock in on his or her eyes to the point of being creepy, but four-second blocks of eye-contact will maintain a positive connection.
At times of non-contact, if you have moments of mutual verbal agreements and/or laughter—something like “That’s right. I totally agree”)—that can serve similarly.
Note, if you can’t recall the color of the customer’s eyes, your eye contact was not frequent enough or sustaining.
4. Smile
It has been reported that smiling improves your likeability and warmth by 9.7 percent.
Psychologists have long reported that mutual smiling is a strong indicator of harmony between two people and, let’s face it, that’s a solid base to build trust and connection.
Make sure your smile is authentic—usually not that difficult if you enjoy people—as fake smiling is less convincing than no smile at all.
5. Ask open-ended questions
The more you get your customer talking, the more involved in the process they will feel. There is no better way than to ask open-ended questions.
Salespeople really should have a go-to list of important open-ended questions, such as “Tell me what’s most important to you about this purchase?” and “What have you bought for her previously that was a big hit and why do you think that was the case?”
6. Listen with intent
Once you’ve asked your questions, listen, and then listen some more.
Concentrated listening and observation of your customer’s body language is the gateway to unlocking even the most subconscious of needs.
Distracted listening (looking disinterested or looking away while your customer is speaking) is massively detrimental to a shared experience.
7. Present three options
When you are presenting product, give the customer three options. Having a choice matters a great deal, but the more options you present, the more difficult it is for the customer to decide.
In your three options, have the lowest price be at the customer’s stated budget. The third option should be double the budget. And the second option should be right in the middle of the lowest and highest prices.
That’s called the contrast principle, and history has shown the middle option is selected most frequently.
8. Pay attention to how you say the price
Since we read from left to right, we always put greater emphasis on the first number we read, or hear, when price is being quoted. To that end, resist the urge to quote a rounded-up price; $1,999 should never become $2000.
The second important point is to use the fewest number of syllables when quoting price.
For example, one thousand six hundred and fifty dollars (11 syllables) is a very different price in our brain than sixteen fifty (four syllables).
Practice stating prices using fewer syllables.
Since we read from left to right, we always put greater emphasis on the first number we read, or hear, when price is being quoted. To that end, resist the urge to quote a rounded-up price; $1,999 should never become $2000.
The second important point is to use the fewest number of syllables when quoting price.
For example, one thousand six hundred and fifty dollars (11 syllables) is a very different price in our brain than sixteen fifty (four syllables).
Practice stating prices using fewer syllables.
9. Ask for the sale
Always ask for the sale. Do it with confidence and a smile on your face.
State the price without apology or qualification.
And make sure your voice does not have an upswing at the end (as though you are asking a question) as it comes across as less than convincing.
10. Be prepared to turnover customers
There is no salesperson on the planet who will be liked by every customer.
People make unconscious decisions about whether they like or dislike someone within one-tenth of one second of meeting them.
To that end, having a turnover strategy is critical on a sales floor.
If you feel like you are personally not connecting with a customer, appropriately and subtly hand them over to a colleague and move on to the next opportunity.
Here’s to your success in the upcoming season. Feel free to connect with me on LinkedIn or email me with any questions or comments.
Always ask for the sale. Do it with confidence and a smile on your face.
State the price without apology or qualification.
And make sure your voice does not have an upswing at the end (as though you are asking a question) as it comes across as less than convincing.
10. Be prepared to turnover customers
There is no salesperson on the planet who will be liked by every customer.
People make unconscious decisions about whether they like or dislike someone within one-tenth of one second of meeting them.
To that end, having a turnover strategy is critical on a sales floor.
If you feel like you are personally not connecting with a customer, appropriately and subtly hand them over to a colleague and move on to the next opportunity.
Here’s to your success in the upcoming season. Feel free to connect with me on LinkedIn or email me with any questions or comments.
More on Columnists
The Latest
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond GradingGemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2Supplier Spotlight Sponsored by IGI
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.
Brought to you by
The Next Step for GIA Diamond ReportsThe most trusted diamond report, available in print or the GIA App.
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough CompsThe company has plans to revamp the Movado brand and offer less expensive watches this year.
Weekly QuizMay 25, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond NecklaceSet with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023Sponsored by Noam Carver
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin DeterminationNavigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity NowAs cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.
IndependentsMay 25, 2023
Louis Anthony Jewelers Is Remodeling and ExpandingThe Pittsburgh jeweler is redoing the lighting and showcases, and adding a full hospitality bar as well as new shop-in-shops.
SourcingMay 25, 2023
David Yurman Unveils Quartz Exhibition at AMNH The Yurman Family Crystalline Pass is inside the museum’s brand-new Richard Gilder Center.
MajorsMay 25, 2023
Stanley Zale Joins Hill & Co. as Principal Consultant Zale has more than 40 years’ experience in the diamond industry, including 17 years as Stuller’s VP of diamonds and gemstones procurement.
Events & AwardsMay 24, 2023
New To-Dos in Las Vegas During Jewelry Market Week 2023The Strip is full of new restaurant and entertainment offerings.
TrendsMay 24, 2023
State of Design: The Jewelry Design Trends to Know NowNational Jeweler’s senior editor covering fashion, trends, and design highlights the latest looks in the market.
EditorsMay 24, 2023
How Jewelers Can Make the Most of ChatGPTFrom what ChatGPT is to how to use it, this is the explainer tailored to jewelers.
AuctionsMay 23, 2023
Christie’s to Auction 127-Carat ‘Light of Peace’ DiamondThe D-color, internally flawless, Type IIa stone will be offered without reserve.
IndependentsMay 23, 2023
Pat Henneberry Joins VeerThe industry veteran will serve as the diamond jewelry supplier’s head of business development.
MajorsMay 23, 2023
Bruce Rubin Joins Frederick GoldmanHe is the company’s new senior vice president of sales and business development.
MajorsMay 23, 2023
New Approach School for Jewelers Announces Gemvision PartnershipThe Tennessee school’s CAD Academy is now offering training in Gemvision’s MatrixGold software.
GradingMay 22, 2023
Blackstone Officially Inks Deal to Acquire IGIBlackstone is buying the 80 percent stake in the lab owned by a Chinese company as well as the 20 percent held by the Lorie family.
SourcingMay 22, 2023
State of the Colored Stone Market: Dropping Some Valuable GemsIn a collection of Q&As, key players give insight on supply, demand, the importance of origin, and whether the “Color of the Year” matters.
SourcingMay 22, 2023
De Beers Consolidates Auctions as Diamond Sales Lose Steam The company confirmed it will be combining the auctions for the fifth and sixth sales cycles into one.
MajorsMay 22, 2023
Stuller Promotes Four Employees Amid Organizational UpdateAmong other changes, Stanley Zale, the former vice president of diamonds and gemstones, is leaving the company after 17 years.
MajorsMay 22, 2023
AGS Confirms Members of 2023-2024 Board of DirectorsOne new addition was announced at the Conclave membership breakfast.
AuctionsMay 19, 2023
It’s a White-Glove Sale for JAR Jewels at Christie’sThe 28-piece collection is the largest to be offered at auction.
GradingMay 19, 2023
Report: Blackstone to Buy IGI for Up to $550MThe deal could be signed as early as this weekend, according to a report by The Economic Times.
CollectionsMay 19, 2023
Piece of the Week: Marie Lichtenberg’s ‘Check’ LocketIt’s an ultra-luxurious version of the designer’s signature style.
