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Ask the Watch Guy: Selling and Closing Repairs
National Jeweler’s “Watch Guy” runs the down the list of common mistakes that jewelers make that cause them to lose repair customers.
Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. He can be reached at talktothewatchguy@gmail.com.
Some of the best salespeople I know, who can sell $10,000 pieces of jewelry or watches, have a hard time closing the deal when it comes to repairs. I know. My trade customers ask me from time to time to speak to their customer and close the deal on a watch repair for them; I watched the masters from my childhood to learn how to do this. To sell a watch (or jewelry) repair requires a different skill set than selling an item.
First of all, even though it’s a watch, smile. If you can’t think of another reason, smile because someone thought enough of your store to ask you to take care of their sentimental possession. If it didn’t mean something to them, they wouldn’t have bothered schlepping it into your store. So, remember that the watch repair customer is there because they want to have it serviced. Knowing this, selling a service should be easy and enjoyable.
One mistake I see too often is the salesperson apologizing for the price and blaming the watchmaker or some other excuse as to why the repair costs what it does. This is a big turn-off to the customer, who is not only listening to the price but is picking up on your attitude and confidence about the repair as well; these are signals that tell them whether or not to have the repair done. You’re offering a needed service at a good value, so be positive when you present the estimate. Assure the customer that their watch will be serviced by caring, confident professional with your attitude.
Imagine if I was selling a yacht and I did not know how big the engine was, how many people it could accommodate or where the wheel house was. I wouldn’t sell many big boats, would I? Maybe you should take some time to educate yourself about how a watch works, if you are not already familiar with it. I’m not saying you need to be able to perform the repair but at least know what is being repaired--the part(s) and their function(s). This way, you have more than just a price to use as a sales tool.
Some things you want to know--have this information at your fingertips if possible--are:
--What watches do you accept for repair;
-- What services do you offer, e.g. batteries, crystals, seal, etc.; and
-- What are the basic prices for these services.
The best way to get an “OK” on an estimate is to not need one, especially if you use the “if-more-call” method. You should have a good idea of what your watch repair person charges for a mechanical or automatic service, mineral glass crystals, etc. If a mechanical watch comes in not working, you can assume that it will at least need a service at a cost of $XX. Give the customer your retail price for that service and say, “If the watchmaker finds it needs anything else, we will give you a call before proceeding.”
When the customer agrees to the basic price, you know they are serious about having it repaired. Then, in the instructions to the watch repair person, mark the job ticket with “service, if more call.” This will save lots of time going back and forth on the phone between the watch repair person, you and your customer to get an OK. The best time and place to get an OK is in your store and now.
When you do get that OK, stop selling. Settle the details, fill out the repair ticket and keep smiling. And, by the way, it’s a good idea to take a down- or pre-payment on a repair. Not only does this lock the sale in the customer’s mind, but it also ensures a much better chance of having the watch picked up in a timely fashion.
Lastly, come to grips with the fact that many of your service customers will not opt for your services. This in itself creates a selling opportunity. In the cases in which the customer needs an expensive watch or jewelry repair and they decline immediately, offer them a new one from your stock. By doing this instead of just being disappointed, you will make many more sales. There are a significant number of your repair customers who are just waiting for a good excuse to buy something new. Make sure to give them the opportunity so you both can be happy.
In our next article, we’ll discuss looking the part.
Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. Jess Gendron is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com.
When the customer agrees to the basic price, you know they are serious about having it repaired. Then, in the instructions to the watch repair person, mark the job ticket with “service, if more call.” This will save lots of time going back and forth on the phone between the watch repair person, you and your customer to get an OK. The best time and place to get an OK is in your store and now.
When you do get that OK, stop selling. Settle the details, fill out the repair ticket and keep smiling. And, by the way, it’s a good idea to take a down- or pre-payment on a repair. Not only does this lock the sale in the customer’s mind, but it also ensures a much better chance of having the watch picked up in a timely fashion.
Lastly, come to grips with the fact that many of your service customers will not opt for your services. This in itself creates a selling opportunity. In the cases in which the customer needs an expensive watch or jewelry repair and they decline immediately, offer them a new one from your stock. By doing this instead of just being disappointed, you will make many more sales. There are a significant number of your repair customers who are just waiting for a good excuse to buy something new. Make sure to give them the opportunity so you both can be happy.
In our next article, we’ll discuss looking the part.
Jess Gendron is a seventh generation watchmaker, having learned by his father Dan Gendron’s side since childhood. Jess Gendron is now the owner of Colorado Timeworks, a watch repair service center in Colorado Springs. He can be reached at talktothewatchguy@gmail.com.
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