Hi everyone,
Being more of an artist than a salesman, I’m still trying to figure
out what makes some people buy several things when they seemingly
had no intention of shopping at all, and others walk away after
acting very interested. Any ideas about what the 'tipping point’
might be in jewelry sales?
Thanks for your suggestions,
Douglas
Your knowledge and enthusiasm are two factors, when buying an
individual piece your customer has the chance to learn a little
about the processes that go into the design and manufacture of the
piece that has caught their eye. The same applies in any field,
customers for computers often spend hours talking to sales assistants
in stores and then go and buy online. They need to be convinced in a
nice way that their choice is the right one. If you show you love
your work, this rubs off as well, this often means that a customer
will buy a go-with, such as a pair of earrings as well as that
bracelet that they first enquired about. This is not the same as hard
sell but an enthusiasm to talk to the person and importantly listen
to them. The personal bit again.
Nick
If we could only remember one thing concerning sales…we are
’helping the customer to leave with what she/he came there to find in
the first place’…simple things to watch for are of course
watch what they touch or catches their eye, comment, etc…then
give them a little space…I’m new at this forum but an old hat at
sales…one other word…an author worth the read that will
make a difference for you
Tom Hopkins.
Being more of an artist than a salesman, I'm still trying to figure out what makes some people buy several things when they seemingly had no intention of shopping at all
-In the above case I feel that some people are more impulsive
shoppers than others. I think impulsive shoppers may be more easily
influenced by suggestive selling, etc.
and others walk away after acting very interested.
-From a consumer’s standpoint I feel people do this because they
feel obligated to be nice. I could be wrong but, I used to work in a
marketing research company and whenever we asked people to rate a
product to our face, the responses seemed to be higher than when we
asked people to rate a product by putting in a number into a
computer.
It’s like people didn’t want to say bad things about the product. I
feel it’s something like this when people go shopping-they may like a
product enough to show some type of interest in it to you (making you
think they may buy it), when in reality, they aren’t actually
interested “enough” to purchase it.
Hi
I think sometimes (for me anyway) it has a lot to do with the
perception of getting a good deal. Regardless of whether it actually
is a good deal (in terms of price) or not, it’s the feeling that
“hey, this was a good buy”. One example might be when a customer
walks into a place of business that is really very finely decorated.
The first thing the customer might think is “Wow, this place is
really nice. Everything is probably very expensive. Maybe I can’t
afford to buy anything”. The customer looks around, however, and is
pleasantly surprised to find items that are in his/her budget. I
think, at this point, he/she is very likely to buy because there is
a perceived bargain.
When I was in 8th grade, we were taught (I don’t remember why) a few
standard advertising models. One (I can’t remember what it is
called) was to have a public figure (like a movie star) do
commercials for the product. The theory is that the average consumer
will see the star and think “wow, if it’s good enough for so and so,
I have to have it”. With jewelry, I have noticed a lot of the ladies
following current trends. If an item is featured in InStyle magazine
on a Pop Star or movie star, then the ladies in town have to have it.
If a jeweler can catch the current wave of style, then the customer
will be more likely to buy. This is possibly a hazardous road to go
down, however, because by the time jewelers and consumers see
anything in a magazine (I’m not talking about trade magazines), it’s
already too late. By the time you make it, it’s already out of style.
So, I think we come back to perceived value. I think little things
(like nice stationary and business cards, a nice booth set-up at a
trade show, nice decor in a store etc) increase the customers’
perception that they are buying something that has good value.
Good Luck with everything. This is a topic that many spend hours and
hours trying to tackle.
Kim Starbard
http://www.kimstarbarddesigns.com
This is a whole field unto itself and the subject of many books.
But in my humble experience it boils down to…talk about
features(“Its 18 karat and finely made”), stress benefits("you’ll be
the envy of everyone at the club), and ask for the sale("Shall I box
that for you or would you like to wear it right now?)
If you’re asking why a sale sometimes does not happen at the end of
a good pitch, its very often because the salesperson doesn’t ask for
the sale. But to ask before the customer has grasped the benefits
will sometimes fail. You can get some idea if your pitch is going
well by asking questions. Listen to the answers carefully. A good
salesperson is also a good listener. Adjust your presentation based
upon the feedback you get.
For me the most frustrating customer is the silent customer.
Buy the sales CD by Bruce Baker and anything by David Geller.
Elaine
http://www.CreativeTextureTools.com ™
Hard to Find Tools for Metal Clay
Besides the obvious sales considerations of target marketing,
pricing appropriate to the venue(I’m not bringing any 10,000 dollar
items to most outdoor venues), above average materials, hand selected
stones and accoutrement, Your personally having fabricated the
pieces, and excellent display and packaging and after sale/in bag
promotion, I think it boils down largely to date, age, and on-site
credit card acceptance…
if its a youngish working person that pays all their bills around the
first of the month…that weekend is not best for add on sales…unless
they see that plastic swiper…then you’re in…
If its a retired person that appreciates your work and is after the
3rd of the month when soc.security cheques arrive-or nearest weekend
after that date then add-on sales are more likely…
the end of the month is another problematic weekend…I have looked at
receipts for years to see if there is ANY correlation between
multiple sales and paying bills, when you know someone walked in
asking for ,say -a ring for a friend, then the liklihood of add- on
sales is decreased…regardless of credit availability,account
creation,and other factors…this is the median variable or so it
seems…
any dates between the 8th and 20th seem like the magic window for
add-ons…more cash on hand seems to equate to more spending power
whether they use plastic or not…the other two extremes,first and
last of the month seem to be perceived as “lean” times… this seems
unilaterally applicable coast to coast regardless of working people
being paid weekly or bi-weekly and not employed people following the
theory too…I haven’t looked at moon phases yet (wink!)…
R.E.Rourke