Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
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 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.
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
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!
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!
More on Columnists
The Latest
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
