MajorsJul 26, 2024
Diamonds Direct Opens Store in AtlantaIt’s the Signet-owned banner’s first location in Georgia.
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
TrendsJul 26, 2024
Piece of the Week: Bea Bongiasca’s ‘Double Loop’ EarringsCommemorate “brat summer” with these green hoops.
EditorsJul 26, 2024
Out & About: A Dispatch from the Nation’s Smallest StateEditor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price StabilityAs the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Supplier BulletinJul 25, 2024
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionSponsored by Gemological Institute of America
Weekly QuizJul 25, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJul 25, 2024
Amazon, BBB Sue Website Allegedly Peddling Fake Reviews They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
SourcingJul 25, 2024
De Beers’ H1 Revenue Falls 21% in ‘Weak’ MarketLab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionGIA®’s most advanced microscope has new features to optimize greater precision and comfort.
IndependentsJul 25, 2024
Store Designer Ruth Mellergaard DiesA longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
FinancialsJul 25, 2024
Boucheron, Pomellato Post Double-Digit Growth in Q2 The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
MajorsJul 25, 2024
Shane Co. Partners With Kids In Need Foundation to Donate 7,200 BackpacksThe fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
FinancialsJul 24, 2024
LVMH’s First-Half Jewelry, Watch Sales Dip 5%Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
MajorsJul 24, 2024
See Chaumet’s Paris Olympic Medals Inspired by its High JewelryThe Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
MajorsJul 24, 2024
Jewelers Mutual Acquires Pawnbroker Insurance ProviderUnion Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
MajorsJul 24, 2024
Ben Bridge Announces 2024 Lonia Tate Scholarship WinnerLos Angeles-based Bradlei Smith was selected for this year’s award.
SourcingJul 23, 2024
De Beers’ Production Drops 15% in Q2The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
IndependentsJul 23, 2024
Long’s Jewelers Is Giving Away a Luxury Cape Cod VacationThe giveaway is part of the New England jeweler’s summer bridal event.
CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ CampaignThe ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
Policies & IssuesJul 23, 2024
Diamonds Do Good Announces Its 2024 Entrepreneurship Grant WinnersThe grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
CrimeJul 22, 2024
Florida Jeweler Shot, Killed Following Argument With CustomerGhazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
Policies & IssuesJul 22, 2024
JVC’s Elyssa Jenkins-Pérez Joins RJCThe organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
SourcingJul 22, 2024
AWDC Names Karen Rentmeesters as CEORentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
IndependentsJul 19, 2024
Longtime D.C. Jeweler Brian Mann Dies at 70Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
IndependentsJul 19, 2024
The 1916 Company Opens New Tudor BoutiqueThe 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ NecklaceDance all night long with the “So Move Max” set’s necklace.
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs Luxury giant LVMH is reshuffling the leadership in its watches division.
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid BacklashSellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.
