Columnists

On Data: Customer Outreach You Can Do Now

ColumnistsDec 08, 2020

On Data: Customer Outreach You Can Do Now

It’s not too late to call your best customers and find out who they still need to shop for this holiday season, Sherry Smith writes.

sherry-smith.jpg
Sherry Smith is director of business development for data and consulting company The Edge Retail Academy. She can be reached at sherry@edgeretailacademy.com.
Is it too late to implement initiatives that can help you this month? Absolutely not.

The primary focus of our conversations with our retailers in December is driving sales.

Those conversations are even more critical this year with COVID-19 numbers surging and some customers reluctant to venture into retail stores.

We encourage our retailers to implement specific client outreach strategies. That means getting actionable information into the hands of salespeople and setting clear daily targets.

According to consulting firm BRP, three-fourths of shoppers say personalized service is a significant factor in helping them decide where to shop.

I also recently read that 47 percent of women would like jewelry for Christmas
 
Leveraging your relationships by offering private appointments, either virtually or in person, as well as finding cross-selling and upselling opportunities should be a top priority now.

I spoke to one of my retail clients last week to check on her progress from a recent conversation we’d had about her client outreach. 

She shared with me that she and her team had started reaching out and one such call resulted in a $70,000 purchase. 

Yet another retailer shared with me that their clienteling efforts resulted in $20,000 and $30,000 sales.

If you have a robust outreach strategy, you won’t be surprised at successes like these. If you do not, know that these kinds of results are not unusual. 

Research shows that you have a 70 to 90 percent likelihood of selling an existing customer and they spend, on average, 33 percent more than a new customer. 

What we cannot afford to do is to deploy hope as a strategy. We need to get out of our comfort zones and make the calls.

“When people are in shopping mode, they’re more inclined to continue purchasing. Let them know you want to make their holiday shopping as easy and safe as possible.”
 There are many reasons why your team might not want to call customers. 

They might, for example, see unsolicited outreach as an invasion of the customer’s privacy, they might not know what to say, or they might fear the rejection that invariably comes with prospecting, even among qualified customers. 

What should your salespeople say when they call? That depends on the extent of their relationship with each customer, but if we assume there is a relationship, here are four ideas. 

(Note: Your salespeople should always prepare by researching the customer’s profile 
in advance, their purchasing history, potential wish lists, etc.)

1) I know you’re probably crazy busy and I won’t keep you, but I wanted to let you know that we’re currently helping our customers remove some of the stress of shopping in these uncertain times by providing a few options to take care of your shopping needs. We’re offering curbside pickup, in-home delivery, or in-store appointments.

2) I’ll be as brief as possible, but I wanted to remind you that we are continuing to offer virtual appointments, curbside delivery, or can ship directly to your home to help keep you safe this holiday season.

3) I’m not going to take up too much of your time. I know your wife likes Brand A. We just received their newest pieces and it made me think of you. I’ve selected a few items that would go nicely with her collection. I’m happy to show them to you via a Zoom call, or we can schedule a private appointment.

4) I want to help make your holiday shopping as easy and safe as possible, so I selected several items that would complement the beautiful (ring, pendant, bracelet) you gave her last year. I know she would just love it.

These are suggestions and should be modified to align with your personality and style.

Remind the customers that the whole process can be done over the phone and that you’re happy to store their purchase in the vault until they’re ready for curbside delivery or that you’re happy to ship it directly to them.

And don’t stop there.

If they opt to make a purchase, be sure to ask them who else is on their holiday shopping list. Most people have more than one person to shop for and this is a great opportunity for add-on sales.

When people are in shopping mode, they’re more inclined to continue purchasing. Let them know you want to make their holiday shopping as easy and safe as possible.

If this is your first time implementing clienteling calls, I suggest the following.

1)
Give each salesperson a list of their top customers.

2) Have a short morning huddle to set their daily target of phone calls.

3) Have a short evening huddle to discuss the outcome.

4) Confirm that they made their number of calls. If not, what got in the way?

5) Review their successes.

6) Discuss their challenges.

7) Repeat.

Although this might seem oversimplified, it is highly effective.

Be safe and happy selling!
Sherry Smithis director of business development at Edge Retail Academy, the leading jewelry business consulting and data aggregation firm.

The Latest

Stock image of a polished diamonds being held by tweezers
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Lindsey Scoggins Studio convertible flower earrings
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award Winners

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Matthew Tratner, new president of Continental Buying Group
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Stock image of rough diamonds from the Kimberley mine
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

Weekly QuizJul 31, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Pomellato Mini London blue topaz and diamond bracelet
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Zadok Rolex Austin
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in Austin

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Crowd of people in a shopping mall
SurveysJul 30, 2025
Consumer Confidence Ticks Up in July

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”

Making a Killing in Diamonds by Rob Bates
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series

“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.

Tacori bezel-set diamond bands
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LA

Senior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.

Mighty Fierce Audacious Necklace, Sandy Rubin Aziza Necklace, Koulianos Designs Illuminations Shield Pendant
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New Designers

The first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.

Auctim emerald auction
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough Emeralds

The online auction house’s September sale will feature rough Brazilian emeralds of various qualities.

AGS Board President for 2025-2026 Alexis Padis
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President

She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.

Stock image of shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

Kevin O’ Leary and George Mayer of The 1916 Company
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance Platform

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

Sissy’s new Little Rock store
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas

The jeweler’s largest store yet is set to open in Little Rock next fall.

Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy