38 | The Jewelry Business Magazine • Jumping Too Quickly Into The Sale: First, establish a rapport with your customer. Selling is about relationships and connection. Be impressive from the get-go. First impressions count, so make yours memorable. • Not Introducing Yourself and Getting Their Name: Get on a first name basis as soon as possible. Names are golden. You start first. Their name will follow. And don’t forget it. Use their name in the conversation. • Trying To Read a Customer’s Budget by Their Look: Don’t try to read a book by its cover. And don’t stereotype. Treat every customer fairly. It’s the client who looks least capable of buying big that will fool you most often. • Talking Too Much Instead of Listening: Listen first, talk second. You can’t learn about your customer by talking. Ask good questions and listen. Often you’ll have something sold if you’ll only shut-up and close the sale. • Using Too Much Technical Information: Not everyone wants all the details. Match the information you share with what is needed for each customer. You aren’t a GIA instructor. You’re a salesperson. Act like one. • Asking Yes/No Questions: If you ask a Yes/No question, you’ll get a one word answer. If you ask open ended questions, you’ll get dialogue. Getting the customer to talk is the only way you’ll discover what they want and need. • Giving Too Many Options: Showing too many options will confuse and frustrate customers because they can’t focus and make easy choices. Confused clients walk away from a sale because they can’t make up their mind. • Not Knowing Who the Real Decision Maker Is: Figure out who will make the decision to buy and focus more time and eye contact on that person. • Selling Custom Too Quickly: You have an abundance of merchandise in your cases that you already own. Try to sell what you have in stock, not what you have to make. Custom is an option when all else fails. • Not Treating Each Piece with Respect: Handle each item as if it were part of the Crown Jewels. Show care and concern, even reverence, for every piece of jewelry you show. Be a professional and treat your jewelry with respect. • Not Romancing a Piece: Too often we focus on facts, not MISTAKES IN SELLING By Bill Boyajian Selling is the most important thing that goes on in a jewelry store. Lots of people will tell you how to sell, but few will tell you what to avoid in selling. Here are some very big NO-NOs: