THE CENTURION'S MISSION: SALES MAGAZINE--OCT/NOV 2021 FALL ISSUE

CENTURION

SALON F-110

No Question, Holiday 2021 is the Biggest Sales Opportunity The Jewelry Industry has Seen in Decades!

It is an incredible privilege to publish the third edition of MISSION: SALES Magazine leading into a season that will no doubt punctuate the wonderful opportunities the jewelry industry has benefitted from throughout the pandemic.

As the headlines above note, we haven't seen a jewelry sales opportunity like the one before us in decades! And our "LET'S GET READY TO RUMBLE" statement is a great way to set the table.

This entire magazine is filled with advice to help all salespeople-managers and owners included--to leave no stone unturned in making Holiday 2021 THE Season to Remember. So comb through the magazine to stir your energy and creativity. Use our articles as ammunition for your in-season sales meetings.

Sales is In Our Blood

I started my sales career in the mid '80s as a representative for a giftware magazine covering 21 Midwestern states. That soon led to my role as sales manager of National Jeweler Magazine. And the make-or-break importance of revenue has been with me ever since.

So in addition to the countless ideas at your disposal in the pages of MISSION: SALES Magazine October/November, 2021, here are my suggestions on how everyone can make this one a season to behold:

1. Imagine a Beautiful Outcome--Envision an incredibly rewarding post-holiday party for your company. All of your colleagues are sharing war stories from the weeks leading up to Christmas. Everyone has that exhausted and very happy look on their face. Congratulations are shared along with good food and drink and everyone knows this has been a year that will long be remembered.

2. Get the Rest You Need--Everyone is different but everyone needs sleep to function. Be sure you bring out the sales athlete in yourself by getting plenty of sleep so your MIND will be at top performance level every day during the season (and beyond).

3. Be Genuine and Helpful--Customers absolutely love buying assistance from a genuine, knowledgeable and helpful salesperson. Imparting valuable knowledge in an honest and consultative way is a powerful buying motivator. You don't want to show the customer how much more you know than they do, but to teach them in a way that makes them happy and more excited to buy. Remember, it's rare that a customer can get such expertise and learning from a web site sales or service person (if one even exists).

4. Be a Team Player--Make a sincere effort to be a dependable member of the sales team. Religiously turn over sales and bring in additional help from other team members whenever warranted to create a successful sale. There is nothing more awesome than a well-oiled team machine!

5. Have Fun!--Nothing saps a salesperson's positive energy more than the feeling that "this just isn't fun." So look at the customer and believe--because it's totally true--that they are in front of you and your colleagues for a positive buying experience. That they truly DESERVE to enjoy themselves and have just such an experience to reflect back on when they depart. That it's up to you and your colleagues to deliver it.

I'm not going to remind you to contact customers every day in the right way by any digital or other means that they would appreciate and to never forget to follow-up on the opportunities you create.

Here's wishing you a Knock-Out Season in perhaps the most momentous year in our industry's history.

HOLIDAY SEASON READINESS!

Get Ready!

Spending Data Says Jewelers Should Enjoy Another Huge Holiday Season

New York, NY—Following a surprise blockbuster holiday in 2020, jewelers are again poised to enjoy a stellar holiday season in 2021, predicts data from Mastercard SpendingPulse™.

Across the board, consumers and brands alike are gearing up for what’s anticipated to be the most wonderful holiday retail season on record, says SpendingPulse, which measures overall retail sales across all payment types, including cash and check. The organization predicts total U.S. retail sales are anticipated to grow 7.4% for the holiday, excluding automotive and gas. Consumers are expected to spend online at even higher rates (+7.6%) than last year, while in-store sales are also expected to see a rebound, growing 6.6% compared to 2020.

SpendingPulse is especially bullish on luxury retail in general, and jewelry in particular. “‘Tis the season for splurging: Fueled in part by pent-up savings and government stimulus, consumers have the desire and the means to spend. Over the last six months, the Luxury retail and Jewelry sectors have been experiencing some of the strongest YOY and YO2Y growth; that is anticipated to continue through the holidays,” the company said in a statement.

To wit, jewelry sales in August leapt a stunning 73% over August 2020, and an equally impressive 58.9% over August 2019. Excluding jewelry, which is counted as its own category, luxury sales in August nearly doubled over last year (+92.8%) and rose 37.3% over August 2019 figures—healthy growth in any year-onyear comparison.

With potential supply chain and labor supply issues impacting the season, retailers are expected to offer omnichannel promotions early on, particularly in the heavily gifted Electronics, Apparel and Department Store sectors, says SpendingPulse. Likewise, consumers are being advised to shop early this year to ensure they get the items they want. SpendingPulse says that while shoppers are likely to return to stores, the shift to e-commerce is here to stay, and technologies like contactless and BOPIS (buy online, pick up in store) will continue to be embraced by consumers and retailers who desire a quick and seamless experience.

View the full August SpendingPulse figures at this link: https://www.mastercard.com/news/media/22ole1aq/augustsnapshot-091321.pdf.

HOLIDAY SEASON READINESS

How To Promote A Digital Jewelry Event This Holiday Season

The excitement around in store holiday events and jewelry trunk shows certainly looks different this year for jewelers across the country. Many have already pivoted to promoting virtual appointments and private in store appointments. But there are still many ways to bring the special holiday in store events to your clients in the comfort of their homes and generate those sales.

As a jewelry store owner, here’s how you can make the most of the holiday season and still encourage more purchases through virtual channels. Even if it is something you have never done before, now is the time to give virtual events a try!

Stir Up Excitement via Social Media

Social Media channels such as Facebook and Instagram are where most consumers spend their time. So there is no better place to connect with your target audience and drum up excitement for a virtual event. Posting on your Instagram stories and boosting posts on Facebook and Instagram will provide you the opportunity to target current followers. This will also allow you to target demographics in your target zip codes and similar interests to jewelry.

Don’t Forget About Email

Email is another often forgotten channel. But it can be used to leverage in order to get people interested in your event. Your email should be eye-catching and exciting. Make use of great compelling copy to get people interested. Also do not forget to include a link to allow them to register so that they can get notified as it gets closer to time of your virtual event.

Create Your Event on Facebook Live

This is where your planning and efforts can all come together. A Facebook live event is an unrehearsed presentation where your actual event can take place. Encourage your viewers to grab a glass of wine and cozy up on their couch for your event. That is the beauty of a virtual event! Make it luxury and special in presentation with added elements in your backdrop. For

example, holiday decor in your jewelry store and holiday music in the background. Make sure the presenter or presenters are organized with jewelry pieces to show and models to showcase the jewelry if possible. Don’t forget to introduce your store and staff so viewers become familiar with the faces they would see in the store if they do visit in the future.

Whatever style of jewelry you specialize in, your Facebook Live event will showcase it in a way that positions it front-of-mind for your attendees. Think of it as an online fashion show, but for jewelry. You’ll get to see attendees comments and questions and answer them live for them which creates such a fun and personalized experience.

Create a Contest

Another great strategy to make the most out of your digital jewelry event is to create a contest or a giveaway. Depending on what the prize is and what’s necessary to enter to win it, people will definitely sign up to attend and tag their friends. This will in turn, further your event reach. You can be creative with this and come up with great ideas, such as the first attendee to log on wins a pair of pearl studs. This can be a fun way to interact during the event.

Use Video to Showcase Jewelry from Every Angle

Video is a hugely popular option and is a must-have for digital events. Create detailed videos about your products. In these videos try showing them from different angles and being worn is the perfect way to show off the intricate details and superb craftsmanship of each piece. Consider things like 360-degree videos to add an exquisite layer of elegance to your event.

Focus on Gift Guides and Link Back to Your Site

Finally, since it is a digital event, it is a good idea to follow up with things like sharing a gift guide link. This link should sent to attendees so they can click on it and download. These valuable after-event assets can be as simple or as detailed as you like. You will also want to focus on capturing the attendees' info so you can follow up and close sales. Also, providing a raffle element to email capture is a great way to have people more readily give their email to you.

Good Onboarding Leads to Better Success Great New Hire? Start Them Right!

Prospect, KY—You’ve found a great new person to add to your sales team. But that’s only the first step, says The Center For Sales Strategy.

The way to ensure your new hires are successful starts with the onboarding process, which CSS breaks down into three phases: preboarding, orientation, and a 90-day onboarding program. Image: Sue Styles for Pixabay.

In an article on its blog, CSS says preboarding, which happens before the new hire starts work, consists of four steps: announce the new hire to your team, introduce them to key people at the company, send the new hire an overview of the onboarding process, and make sure their workspace and equipment is completely set up and ready to go before they start.

Orientation begins on the new hire’s first day, says the article. Their paperwork should be completed during preboarding, so their first day should be focused on meeting the team and being made welcome. Their first week should focus on learning company culture, mission statement, and core values, as well as anything they need to know to perform better.

A good onboarding program lasts about 90 days, says CSS. During that time, you and the new hire should meet multiple times to get better acquainted, make sure they’re clear about your expectations, and that they truly understand your customers’ point of view.

The blog also shares tips for the new hire's first week on the job:

First Week on the Job:

Plan out how you'll share key information in bite-sized pieces so they can better learn the processes they'll need and better retain that information. This will shorten the overall learning curve.

Click below to read the full blog with more details about each step. https://blog.thecenterforsalesstrategy.com/the-3-phasesof-onboarding

Create a plan to share your company culture, mission statement, and core values, along with the tools and systems they'll need to use and resources available to them. Think about assigning a “work buddy” to help them through onboarding.

INVENTORY & CUSTOMERS

Treat Your Customers Like Royalty

Kate Middleton's Timeless Gold Hoops Are An Easy Sell

London, UK—With access to some of the world’s most precious and pricey jewels, you’d think Kate Middleton, Duchess of Cambridge, wouldn’t wear cheap costume baubles.

But the Duchess, whose classic, elegant style is emulated the world over, often does just that. She’s well known not only for re-wearing her favorite outfits, but also for mixing in high street fashion with designer duds.

The Duchess isn’t one for piling on heaps of jewelry, and certainly not during the day. She seems to adhere to the old adage that says get completely dressed and then take off one piece of jewelry to avoid looking overdone. Her daytime jewelry picks lean toward delicate and discreet, and earrings often are the only thing she adds to her engagement and wedding ring and a watch.

Middleton is a fan of small drop earrings, a universally flattering style. Her other frequent go-to earring is a small gold hoop—and many of the ones she’s been spotted in recently aren’t fine jewelry. In fact, the Orelia small gold chain hoop she recently wore costs just $22 and her twisted gold hoop from Asos cost just $14.50—if you can get your hands on any, because anything seen on the Duchess usually sells out in a matter of hours.

She’s also a fan of a hoop with a dangling pearl or other charm hanging from it. It’s an easy look and very flattering and offers multiple opportunities for add-on sales. She’s also been spotted in square hoops, such as the 18k plated pair she wore from Welsh brand Spells of Love.

While the Duchess of Cambridge might have a collection of costume jewelry, she’s also got a vault full of the real thing. For your customers, evoke the royal feeling with real jewelry every day. Here are some fine jewelry versions of gold hoops that have been seen on the Duchess (image at right).

14k yellow Byzantine earrings, Herco. Gold and pearl drop dangle earrings with diamond accents, Mastoloni.

24K twist gold hoop, medium size, Gurhan.

Diamond mini-hoops in 14k white gold with 0.12 ctw of diamonds. Also available in yellow or rose. KC Designs.

Geometric hoop earrings in 14k rose gold, Stuller.

INVENTORY & CUSTOMERS

New Survey Shows New Pearl Customers Men and Younger Customers LOVE Pearls!

New York, NY—Pearls are a fashion staple and a solid seller during the Holidays. However, the pearl fanbase seems to be growing—maybe it’s time to re-evaluate your pearl stock levels to attract new customers.

A new comprehensive consumer study focusing on pearls and pearl jewelry revealed that younger consumers—age 25-35—are particularly interested in pearls and consider them to be a top gem to give, receive, and purchase for themselves. Image: CPAA

Especially noteworthy was the acceptance of men wearing pearls: 37% of male respondents said they have and would wear pearls themselves, particularly men ages 25-45.

Also noteworthy was the number of consumers who would consider a pearl engagement ring: 28% of jewelry consumers say “yes” and 43% “maybe” to considering pearl as a center gem for an engagement ring. The youngest demographic, ages 25-35, is on board: 36% responded “yes” and 40% “maybe,” possibly influenced by recent celebrity engagements—Ariana Grande, Emma Stone, and Michelle Williams—celebrated with pearl rings.

The study was a joint effort between the Cultured Pearl Association of America (CPAA) and MVI Marketing LLC (THE MVEye), a market research and strategic consulting firm serving the jewelry industry. The Benchmark Study of Consumer Preferences for Pearls is the first major U.S. consumer study focusing on cultured pearls, and will serve as a benchmark for future market research.

Here are some key findings from the study: After diamond, consumers ranked sapphire as the second-most likely purchase (either gift or self) and pearls were third, ranking above both emerald and ruby.

Consumers were far more likely to associate pearls with attributes like elegance, classic, feminine, than “grandma” or “out of style.” But enough respondents (almost one-third) still link pearls to “grandma” or “out of style,” signaling that perception does need to be addressed, says the study.

Design and style are the primary drivers of purchase for all respondents, with 58% of total respondents saying it’s the number-one consideration. Price comes in second, a key driver for 37% of consumers. But among affluent consumers (HHI >$200,000), design and style is even more important: it’s a primary motivator for 66%, while price impacts decision-making only for 19% of this demographic. They’re also more likely to consider what metals are used in the piece, and whether it has other gemstones.

Affluent consumers are more likely to consider pearls, period. Among respondents with HHI above $100,000, 31% to 39% of consumers purchased or received pearls, compared to 24%-27% with household incomes below $100,000.

Almost one-third (32%) of respondents with income over $200,000 have spent at least $3,000 on pearls in the past two years. Age-wise, between 43% and 48% of consumers age 25-44 spent at least $3,000 on pearls in the past two years. Two-thirds of all respondents (66%) own at least one pearl jewel. Of those, 69% own a strand, 62% pearl earrings (respondents could check more than one item.)

All consumers surveyed shop for jewelry online as well. Men were slightly more likely than women to shop online, and younger consumers more likely than older consumers. The top three sites for fine jewelry shopping were Amazon (48%), Etsy (20%) and Blue Nile (16%). 52% of consumers who have purchased or received pearl jewelry in the past three years say that is was for a birthday, 46% for an anniversary.

Sustainability is a good sales story: while the survey reveals high awareness of cultured pearls, with 81% of consumers having heard the term, only 34% know what it means and 60% were unaware that pearls are sustainable.

The study concludes that jewelers and the pearl trade do not have to sell consumers on the idea of cultured pearls because they already like, have, and desire them. Product investment, good promotion, and good sales presentations are what will show consumers what makes pearls the perfect gift to give, receive, and buy for oneself.

INVENTORY & CUSTOMERS

Survey Results! Conducted by The Plumb Club, Paola Deluca and Qualtrics

What Do Customers REALLY Look for When Shopping For A Piece of Jewelry?

New York, NY—What do jewelry shoppers look for in a piece of jewelry, first and foremost? Is it the design? The quality? A low price? Image: A classic sapphire and diamond ring from Suna Bros.

Below are some of the key findings about what consumers look for when buying a piece of jewelry:

Quality in a piece of jewelry is ranked #1, while price ranked #4. When asked what is important to them when purchasing new jewelry, 31% of respondents chose quality, 23% said design, and 17% wanted uniqueness of the piece. Price came in fourth, with 16% saying that’s their first consideration, and brand resonated first only with 8% of respondents.

or Mother’s Day, 74% of consumers like to pick jewelry that has specific messaging to match the occasion.

Go beyond the usual: 74% of consumers are interested in non-traditional jewelry materials. Colored gold and titanium are most preferred. 59% would consider, or have already purchased, “smart” jewelry.

For jewelry worn as talismans or jewelry with specific meanings the top choices, in descending order, are love messages, coins and medallions, zodiac signs, and religious symbols. Preferences vary greatly depending upon whether jewelry is a personal purchase or if it is being given as a gift.

For pieces that contain love messages, 30% of consumers prefer to give this style as a gift, as opposed to 20% who would want that style in general. The disparity is closer for coins and medallions with 18% saying they like the category and 14% who would pick that style as a gift. For zodiacs, 17% prefer the style in general and 14% say they would choose to gift a zodiac piece. When it comes to religious symbols, 15% say they would be a personal preference and 11% saying they would choose them as gifts.

36% of respondents said they prefer classic design elements, while vintage and light/minimalist designs tied for second in consumer preference, each at 17%. 15% preferred design elements that were fashionable and avant-garde, while 8% wanted organic, floral and fauna.

When it comes to product categories, 32% of consumer respondents said rings were most important. 23% prefer earrings, 19% necklaces, 7% bracelets, 5% chains and links, and 5% pendants and charms.

For self-purchase preferences, 60% of consumers seek out jewelry that has their birthstone. For special occasions like Valentine’s Day

When choosing an organic design motif, a piece with an organic texture overwhelmingly takes first place with 51% of the vote. Floral motifs come in second with 36% and animal motifs at 13%.

Any retailer wishing more information on the study should email info@plumbclub.com. The Plumb Club Industry & Market Insights 2021 was conducted in the first half of 2021 with a sampling of 1,049 men and women from ages 25-60 with a focus on 10 test markets across the United States. It was done with the help of Paola Deluca, The Futurist, and survey firm Qualtrics.

Classic is “classic” for a reason: it was the number-one style preference of consumers in the survey.

Millennial Spending +Shopping Behaviors Tips for Dealing With Millennials and GenZ!

When it comes to spending, Millennials, or the generation generally regarded as being born between 1981 and 1996, are often blamed for being the force responsible for “killing” different industries. According to a survey from NBC and GenForward, 62% of Millennials owe more in debt than they have in savings.

Owing toward the higher cost of living and shrinking wages, 46% of Millennials have significant credit card debt according to the same study. Student debt is often lumped into there as well, with the average student loan for a college graduate at about $34,000.

Despite this bleak outlook, Millennials aren’t afraid to spend money, and they’re quite particular about their tastes. From the farm-to-table movement to premium, ethically-sourced coffee, Millennials want the world to be a fairer, cleaner, healthier place. In addition, they’re not afraid to invest in quality, as reflected by their tastes in luxury items — including jewelry, handbags and other designer goods.

Pure Spending Power. Millennials’ spending power has officially surpassed that of Baby Boomers. So what matters to them now that they are one of the largest spending groups out there? Their shopping habit show that over 90% of them strongly identify that cost and quality are the factors that are most important to them, followed closely by ethical and environmental considerations.

Not suprising. After all, we’re talking about the inventors of avocado toast and distinctive coffee beverages. Many Millennials have cultivated their tastes in elegant jewelry as a way to treat themselves in addition to an appreciation of fine quality.

Furthermore, according to a study by Deloitte in the UK, the majority of Millennials find out about high-end fashion or luxury item trends through: Social media (20.5%); The brand’s website (15.1%); and Fashion magazines (14.4%).

That means your jewelry business needs to be on social media, as well as have a website presence (and not just one or the other), since Millennials may hear about your brand on social media but they’ll go to your website to browse your products, read reviews and learn more.

How Do I Attract Millennial Buyers as a Jewelry Store Owner?

It can be difficult to generalize about an entire generation, but overall, jewelry store owners looking to attract members of this group need to take into consideration that the way you communicate with them is far different than anything you may have done in the past. Millennials have far lower brand loyalties than their Baby Boomer parents. In addition, they’re not tied to a particular channel for their information.

Also Millennials, unlike the generations before them, are not necessarily richer than their parents when they were their age. However, those with more disposable income also have inscrutable tastes which means they’re more attracted to quality goods that are well-made, unique, ethically-sourced and environmentally-conscious.

What about Generation Z? The up-and-coming Generation Z, who are in their teens today, are incredibly tech savvy, globallycognizant, philanthropic and frugal. As such, jewelry store owners that are looking to attract this group in the near future would do well to broaden their reach digitally.

This generation is reading reviews, comparing prices (and getting alerts when they drop), researching coupon codes, and sharing their experiences with others. They may not be in your sights right now, since they don’t yet have the disposable income, but even when they do, don’t be surprised if they still focus on getting a good deal. This generation, at its core, is going to want something inexpensive yet innovative and trendy.

Finally, they also like a good story. But don’t drag it out. They’re impatient and they want you to get to the point quickly. Being plugged in means having instant access to information at all times. Quick snippets of engaging, to-the-point content will resonate well with this group.

Marketing that Lasts for Generations

Although there’s no “one size fits all” approach for marketing to each generation, there are approaches that you can make as part of your overall jewelry selling strategy. Understanding the shopping habits and tendencies of different groups can help you adapt both a broad view and a narrow perspective.

10 Ways to Always Bring Value Level Up Your Holiday Sales

Omaha, NE--Mark Hunter, of The Sales Hunter, a superstar sales trainer and leader, says today you shouldn't 'Always Be Closing,' instead you should concentrate on 'Always Bring Value.'

From a recent blog post: You’ve heard of ABC: Always Be Closing.

Let me tell you something: The days of ABC are gone. It’s closed. ABC is now ABV: Always Bring Value. I want you to be thinking about this in every conversation you have. It is always about bringing value.

Let’s walk through the 10 things you need to be doing right now to be bringing value, because you will not be accom-plishing this through ABC.

1.

Ask More Questions

You create value by actually understanding what the customer is looking for. You understand what the customer is looking for not by telling them, but by asking them questions.

People who live by ABV are the ones who ask the most questions. Be sure to ask more questions of your customers.

2.

Bring Industry Insights

Customers do not know what they do not know. We all live in some sort of an echo chamber.

You can bring value to your customers by sharing with them insights and information they are not tuned in on. This is a great way to bring value and be seen as a sales leader, too.

3.

Be Seen as the SME

When you are seen as the subject matter expert, or SME, doors open for you.

If you are new in your business and not as well-known, you cannot be the SME right away and that is okay. You may not be the SME,

but you are going to connect your customers to the SME. You are going to help get the SME to them.

Ultimately, you want to become the SME in your industry.

4. Curious About Everything

I love working with companies where I get to tour their manufacturing facility, warehouses, retail stores – wherever. I am curious about everything and asking questions. I am always exploring. What does this do?

It helps me uncover new information and new insights. What does this do? It allows me to be an SME. Being curious about everything gives me more industry insights I can share and allows me to ask more questions. It is amazing how much more I will be able to learn and in turn, I can bring more value.

5. Seek Different Solutions

You can accomplish this by seeking different solutions.

The different solution might be a different outcome that they are looking for, and that is what I am going to help drive them towards.

It is amazing how much long-term value we create when we seek a different solution. We help the customer and as a result, they gain a greater appreciation for us.

Click on the link below to read the full article on Mark's blog. https://thesaleshunter.com/abc-always-be-closing-is-now-abvalways-bring-value/

Many times, we bring the best value by not helping the customer buy what they think they want to buy, but rather by helping them buy what they need to buy.

ENERGIZING YOUR SALES FORCE

10 Must Know Tips for Selling Luxury Retail Holiday Jewelry Selling!

New York, NY--From CEOWorld's Magazine blog, Ayushi Kushwah offers '10 Must-Know Tips For Selling Luxury Retail.' The tips are targeted to help anyone selling luxury, which of course includes jewelry.

From the article: There is selling common goods and services, and then there is selling luxury. You cannot make the same principles work in both categories because of the huge difference in clientele. There is a reason (apart from the quality of product) as to why only so few luxury brands have managed to last over a period of centuries. It is so because they know the trick to sell.

If you are looking to set up your own shop or franchise or join a retail outlet then you have found the right place to be at. We are going to talk about the ten things that you need to keep in mind if you want to sell luxury to a prospective (luxury) customer.

Make it about the customer

The first thing that you need to keep in mind is that a customer who walks into a luxury outlet is not looking for mere association with the brand but also needs something for themselves. You have to point out what the customer stands to gain by brand association.

A good pitch here would include details about the legacy, existing clientele and the image of the brand you are selling. You need to promote your brand not just as a brand but also as a lifestyle.

Do not ignore the value

Just because the client is ready to place the money, you cannot overlook the element of value that is associated with the product. Tell them about the things that command such a price. The unique constitution, the features, the benefits and the effort that went into making it.

Luxury items are generally handmade; they boast about not only the unique constitution but also effects like graceful aging of the product too. These are a part of the charm of the brand, the things that add value to the item on display.

Add-on features and suggestions should be relevant

Now, do not go overboard with the showmanship. You have to make sure that the features that you are talking about are relevant to the customer. Someone interested in a watch for a corporate occasion will not be interested to buy an Ocean Master.

Features, advantages, and benefits are there to every brand, and they help you move the merchandise too but only if they are of relevance to the customer. Not only what you sell, but you should also know who you are selling to.

Looks matter

How you look, how you present yourself, it makes an impression on the customer. You should not judge a book by its cover but that is exactly what happens when you start representing a brand. Being able to get the attention of the cus-tomer is important and looking like the job would help you get there.

The brand you are selling can help you with this; they generally give privileges to one of their own to buy or use mer-chandise at a lesser price or as part of their compensation package. See if you are able to land something good; if that doesn’t help, take a few grooming classes.

Set the expectations right

Do not have any situation in your mind as the default setting. You never know what the day is going to bring. Having a preset mindset, about it being miserable or magnificent, can backfire on your pitch. Walk-in with an open mind and welcome the day as it comes.

The point is, do not tap into a negative world of thoughts. You need to remain open and forthcoming in this line. Any-thing that does not go your way should not turn you on to a negative path. Every morning before you start the day, ask yourself, what are you focusing on today?

Click on the link below to read the full article: https://ceoworld.biz/2020/03/11/10-must-know-tips-forselling-luxury-retail/

Makeover Your Sales Floor!

‘Buddy’ System & More Sales Floor Tips

You’d be surprised at how many stores I’ve walked into and I was the only one on the sales floor. Me! A customer!

And many times, if I’m not the only one there, there’s a group of employees chatting in a group. Once I walked into a music store and everyone was in the guitar room and when I walked by the sliding glass doors, they all looked at me like I was bothering their story time.

Now of course this isn’t the norm with us fine folks in the jewelry industry, but you’d be surprised what’s going on out there. Not everybody has a great system of helping customers in an expeditious manner.

I call it Sales Floor Awareness.

It’s a SYSTEM that we’ve planned and talked about AND reinforce every single day of how we approach and greet customers. You all HAVE a system whether it’s purposeful and planned or not.

The question is, how is your system working? Let’s look at a few guidelines for a great system.

Number one, the sales floor is NEVER empty. Not only is this a security risk but it’s a huge signal to customers walking in that they are NOT number one. Some stores have the rule of never less than two people on the floor at all times.

Next, there’s a buddy system. The buddy system is an agreement between two people that person A will help out the customer and person B will be the assistant, the eyes and ears of that sale for grabbing anything person A may need, assisting in selling either for a second opinion, group selling or a turnover.

The buddy system is fantastic for store security and it’s extremely helpful in increasing your closing ratios.

Next there’s the security code word or phrase. If there’s only one person on the floor, well then this would be pretty useless wouldn’t it. But this is a crucial element in security and it’s only

effective if we have a team of people all in good communication and aware of what’s happening on the sales floor.

Next, a system or plan for selling tools is imperative. In order for us to be completely focused on our customer, we need to be able to retrieve our selling tools immediately and without awkwardness. You don’t want to be trying to show a loose diamond and can’t find a tweezer or plunger. Have a plan for where all these things are at all times.

And finally, great communication about the day. I like to do this during the morning huddle. This is our ten minute, positive meeting held every day right before we open the doors. We go over several quick issues and one of them is our daily schedules.

Who’s taking lunch when, customer appointments and any other issues that will affect the number of people on the sales floor. This is huge as you don’t want to have a gap in sales floor coverage, leaving Tina alone on the floor for up to an hour.

So there you have it. Take a look at your current system and see if it might need some tweaking. Our sales floor presence is very often our customer’s first impression of our business.

Let’s make it a darn good one.

Watch the video here: https://youtu.be/32EfJYsbSkM

Apollo Mfg. Inc. & ASHI Couture

APOLLO MFG. INC. APOLLO MFG. INC.

Crafted with all natural diamonds, this Baguette Necklace is made in 14 karat gold with diamonds of 16.67 carats and 8.40 carats of baguettes. MSRP: $16,995

APMG.us

This Baguette Bracelet is 14K Gold with diamonds of 4.84 carats and baguettes of 5.01 carats. Crafted with all natural diamonds. MSRP: $6,995 APMG.us

ASHI COUTURE ASHI COUTURE

From the Empress Collection: A timeless classic, our baguette and emerald cut bracelet is as timeless as love itself. 8.50ct of colorless to near colorless diamonds are set in 18-karat white gold. SKU:AC74003UERTBWG MSRP: $39,500

AshiDiamonds.com

From the Heirloom Collection, this elegant negligee necklace was featured on the Summer Issue of JCK Magazine. The elegant design is set with 8 carats of colorless diamonds and set in 18-karat yellow gold. SKU:AC92005RERNKYW MSRP: $34,500

AshiDiamonds.com

Benchmark & Gembridge

BENCHMARK BENCHMARK

Luxurious Dragon Scale: Our most-popular luxury ring is the Diamond Dragon Scale band. This ring features 1 carat of edge-set diamonds surrounding a raised and textured continuous pattern. It is available in white, rose, or yellow gold to suit all styles. Style CFBP889857Y MSRP: $4,250 BenchmarkRings.com

Textured Wall Fracture: Our best-selling metal combination of Gold and Tantalum is featured on this beautiful Wall Fracture ring. With your choice of white, yellow, or rose gold in the center, surrounded by sleek Tantalum edges, this ring is sure to get noticed! Style CF978633GTAY MSRP: $850 BenchmarkRings.com

GEMBRIDGE GEMBRIDGE

Gembridge facilitates the discovery and trading of gem-quality stones, enabling its verified community to Trade with Trust™. Members buy, sell and consign colored gemstones via a secure and insured door-to-door service. Visit Gembridge, a member of CIBJO, International Colored Gemstone Association (ICA) and the Responsible Jewellery Council (RJC). Gembridge.com

An online global marketplace, Gembridge provides affordable access to gem-quality stones. Gembridge is also the exclusive online distributor for AGTA-member Chinastone, a leader in high-precision, perfectly matched, gem-quality calibrated gemstones. Register free at www.gembridge.com/calibrated-chinastone for a sample pack of melee stones, until 11/30/2021. T&Cs apply. Gembridge.com

BEST SELLERS

Goshwara & Gumuchian

GOSHWARA GOSHWARA

Queen Collection: Rock Crystal Emerald Cut Ring. Our Queen Collection was inspired by royalty, with a modern twist. The feeling of luxury is what we’re aiming for, but at a price point that you can’tresist.

Style JR0281 MSRP: $2,200 Goshwara.com

Queen Collection: The combination of enamel and precious stones represents power, richness and passion of a true Queen. Sapphire Stud Earrings, JE0458-SA-ENWH-Y MSRP: $2,200

Emerald Stud Earrings, JE0458-EM-ENTQ-Y MSRP: $2,200

Diamond Stud Earrings, JE0458-DIA-ENBLK-Y MSRP: $3,200 Goshwara.com

GUMUCHIAN GUMUCHIAN

LOL Charm

18kt Yellow Gold Diamond and Sapphires Lucky Life

Starting MSRP: $4,000 Gumuchian.com

Gold Lucky Life Bracelet: Life is charming…with our latest Lucky Life Charms. Create your own life story with one of 20 designs currently available. 18kt Yellow Gold Bracelet with 5 charms featuring My Life Story, Mountain Ski Slope, Painter’s Palette, Evil Eye and Martini Glass. Starting MSRP: $2,800 Gumuchian.com

JACK ABRAHAM

Poetry in Motion: Elegant Classic Three Stone Ring. One-OfA-Kind Gem, Magnificent Vivid Red Oval Thai 7.58ct Ruby (H) framed by Pear Shaped and Round Diamonds weighing 3.86cts all E VVS Expertly Mounted in Platinum and 18K Yellow Gold Style R1602 MSRP: $1,000,000 JackAbraham.com

JACK ABRAHAM

Rhapsody in Blue: Majestic Royal Blue Oval Madagascar 10.30ct Sapphire (H) in A Classic Platinum Three Stone Ring Beautifully Surrounded with Two Diamond Shields Weighing 1.20cts Style S1017 MSRP: $180,000 JackAbraham.com

JB STAR JB STAR

The stunning forever twogether two stone ring featuring two GIA certified fancy yellow pear shaped diamonds (2.03, 2.01) embraced by east to west oval diamonds (2.61 ctw). Handcrafted in pure platinum and 18KY gold. Style 7384-007 Prices may vary, please contact us. MSRP: $99,990

JBStar.com

Dazzling three row diamond ring featuring two certified pear shaped diamonds (2.41 ctw.) and oval diamonds (2.37 ctw.) in a stunning design. Handcrafted in pure platinum. Style 5669-013 Prices may vary, please contact us. MSRP: $49,990

JBStar.com

BEST SELLERS

Jewels by Jacob & Martin Flyer

JEWELS BY JACOB

This Spectacular One-Of-A-Kind ring features a stunning Elongated Emerald-Cut Sapphire at 5.13 CTS and is accompanied by 6 breathtaking tapered baguettes at 1.57 CTS along each of its sides. Attain excellence with this true Royal Blue delight. Style# R7553-S1 Certified. MSRP: $75,000 JBJacob.com

JEWELS BY JACOB

A Showstopping Pair of Oval Emeralds weighing in at 9.70 CTS set within a surround of 20 exquisite Oval Diamonds (5.21 CTS). Handcrafted in Platinum to magnify its clarity, fulfill perfection, and for you to steal the spotlight. Style# E8807-E30. Certified. MSRP: $150,000 JBJacob.com

MARTIN FLYER MARTIN FLYER

Complete GIA CERTIFIED Oval Engagement Ring FlyerFit® by Martin Flyer cutdown micropavé 14K white gold halo engagement ring set with 0.70ct oval center stone. This bestseller is on trend and Martin Flyer only selects the best made GIA center stones. Style DERMH7OVR. MSRP: $4,999 MartinFlyer.com

Complete GIA CERTIFIED Pear Shape Engagement Ring FlyerFit® by Martin Flyer cutdown micropavé 14K white gold halo engagement ring set with 0.50ct pear shape center stone. This bestseller is on trend and Martin Flyer only selects the best made GIA center stones. Style DERMH7XSPSR. MSRP: $2,999 MartinFlyer.com

MERCURY RING

Badgley Mischka Ophelia Ring: This stunning 3.27ctw Lab-Grown Diamond Engagement Ring, boasts of a 3 carat Oval as its center stone. Mounted in an 18KT White Gold mounting with GH/VS quality lab-grown diamonds, is elegance and class at its best. MSRP: $8,999 MercuryRing.com

Mercury Ring & Midas

MIDAS MIDAS

Pave Diamond Push Lock: An elegant example of form and function, our 14-karat gold Push Lock with 1/4 ct pave diamonds allows you to create your own look. This best-seller is a must-have for effortless style this holiday season. MSRP: $1,396 MidasChain.com

Paper Clip Split Chain: No modern look is complete without a Paper Clip Split Chain! At 20" and 0.90 gauge, this chain is wear anywhere and everywhere. Pair with a Push Lock and charms for stellar style. MSRP: $901 MidasChain.com

NATIONAL RARITIES

NATIONAL RARITIES

oakgem oakgem

Typical OakGem Product Offering: Designer Estate Jewelry. Pair of large 18k yellow gold flower earrings by Tiffany & Co, set with inlay mother of pearl and onyx. Come with T & Co box. Product May Not be In Stock. MSRP: $5,000 OakGem.com

Typical OakGem Product Offering: Designer Estate Jewelry. Impressive and iconic twin lion head design bracelet, crafted by David Webb, set in 18k gold and platinum adorned with carved coral, approx. 2.00ctw in H/VS diamonds, sapphires and emeralds. Product May Not Be In Stock. Retail New: $165,000. MSRP: $125,000 OakGem.com

PRECISION SET

Our Modern Classic engagement ring provides a simplified profile that fits the modern bride’s tastes. We have created variations of diamond gallery profiles to keep up with customer requests. Style 2247 with a 18ky shank and platinum head, G/VS diamonds, pictured with a 2.02ct oval. Suggested MSRP: $2110

Our Modern Classic engagement ring provides a simplified profile that fits the modern bride’s tastes. We have created variations of diamond gallery profiles to keep up with customer requests. With a 18ky shank and platinum head, G/VS diamonds, is pictured with a 2.02ct oval. Style 2247. Suggested MSRP: $2,110 PrecisionSet.com

PRECISION SET

Precision Set Fine Jewelry Works provides the craftsmanship to refine innovative designs of today. With 35 years of quality experience, we partner with retailers to accomplish the customer’s requests while providing design security. This ring is pictured with a 3.5 carat cushion in 18k yellow gold. Style 2950. MSRP: $1,310 PrecisionSet.com

SAMUEL B.

Our Sterling Silver 18k solid Gold cushion amethyst ring with mother of pearl design, handcrafted in Bali by our skilled artisans. The beautiful colors and designs of this collection capture customers attention, and the amazing price points secure the sale. MSRP: $199 SamuelB.com

SAMUEL B.

Stunning & Stackable Ijen Bracelet

Our Sterling Silver 18k solid Gold oval floral design bangle, handcrafted in Bali by skilled artisans. From our Bali Privé™ collection which embodies the 2021 PANTONE™ Colors of the Year. An iconic bangle to stack and make a statement. MSRP: $479 SamuelB.com

BEST SELLERS

Steven Royce & Uneek

STEVEN ROYCE STEVEN ROYCE

18k white gold pendant with a 2.00ct Paraiba tourmaline (with a GIA report) and 0.92ct of round, white diamonds (GH, VS).

MSRP: $9,999

StevenRoyce.com

18k white gold pendant with a 2.32ct Paraiba tourmaline (with a GIA report) and 1.02ct of round, white diamonds (GH, VS).

MSRP: $11,999

StevenRoyce.com

UNEEK UNEEK

This luxurious number showcases 53 round diamonds dancing with 53 marquise shaped diamonds that approximately weighs 8.65ct staged by an 18K white gold and it finishes strong with a 5.04ct pear-shaped diamond at the center, worthy of a standing ovation. MSRP: $170,085

UneekJewelry.com

A wedding band that never goes out of season with its timeless design. Dazzling any spectator with its exciting 70 round diamonds like petals, framing around 5 emerald cut diamond centerpieces. Taking every breath away with its approximate diamond weight of 2.80ct set in 18K white gold. MRSP: $14,025

UneekJewelry.com

BEST SELLERS

United PMP & Willow Diamonds

UNITED PMR UNITED PMR

100% Recycled Gold & Silver: Many of the jewelry industry giants have turned to metals suppliers that only process and refine jewelry scrap, such as United Precious Metal Refining, Inc. (UPMR). Founded in 1988, UPMR has always created 100% recycled gold and silver.

UnitedPMR.com

Refining Services: United Precious Metal Refining, Inc. is the largest US-owned primary refiner for the jewelry industry, processing GOLD, SILVER, PLATINUM and PALLADIUM. All metals are processed and refined to a purity of .9999 fine. The scrap is recycled to make new jewelry products. UnitedPMR.com

WILLOW DIAMONDS

Willow Diamonds Cascade earrings are a shower of fire and light! Recognized for her signature laser-pierced diamonds, the lively jewelry of designer Jacquie Earle is mesmerizing and sensual. Her CASCADE earrings are irresistible set on handmade tapered spearhooks of 18K gold and platinum. MSRP: $5,800

WillowDiamonds.com

WILLOW DIAMONDS

Jazz Hoops Sing! Strike up the band for the hot JAZZ HOOPS by Jacquie Earle that have excited jewelry lovers everywhere. These hoop earrings dance and swing with natural diamonds that have been laser-pierced and set to move freely on handmade oval hoops of solid 18K gold and platinum. MSRP: $6,900 WillowDiamonds.com

YAEL DESIGNS YAEL DESIGNS

These one-of-a-kind earrings feature 6.87cttw of free-form Mexican fire opals accented with 0.57cttw of colorless diamonds in 18k rose gold. These are one of our best sellers because customers love how we work with the natural shapes of each opal to create these uninque pieces. MSRP: $7,770

YaelDesigns.com

From Yael Designs' Cluster Collection, this joyful ring features 4.51cttw of pink, yellow, and green sapphires accented with 1.20cttw of colorless diamonds set in 18k gold. Our cluster pieces are best-sellers for their fun and unique gemstone and color combinations. MSRP: $14,433

YaelDesigns.com

How -And Why- To Coach A Top Performer Coaching Increases Sales!

San Francisco, CA—How much time do you spend coaching your top performers? Image: Werner Hieber, Pixabay

When we think about coaching employees, it’s usually the underperformers, writes Claire

Know

While it’s natural to channel your coaching toward employees who need the help, don’t ignore the top performers, she says.

In a blog post on Know Your Team’s website, Lew says not coaching your top performers is a big mistake. They’re the ones you most want to keep. The catch is that how you coach them is different from coaching underperformers. She offers three key steps:

1. First, understand their core motivation. Good performers are already highly motivated, says Lew, but you as a leader need to know exactly what drives them. Is it autonomy, benefits and perks, career opportunity, money, or what? Meet with them and be sure you understand their core motivation.

2. Next, give them choices that align with their core motivation, she says. For instance, if they’re motivated by work-life balance, give them choice around their schedule.

Click below to read the full article with detailed tips and examples for each step.

https://knowyourteam.com/blog/2021/09/03/how-to-coachan-employee-who-is-performing-well/

3. Connect their work to progress toward their core motivation. For example, she says, if they’re motivated by ca-reer opportunity, show how the work they’re doing is going to get them to the next level.

These three steps –understanding motivation, giving choice around that motivation, and connecting it to progress – are the foundations of how to coach an employee who is performing well. If we do want our best employees to stay, it starts with this coaching.

Things That Salespeople Should NOT Do! Never, NEVER, Ever!

Minneapolis, MN—Is there anything a good salesperson should never do? When Forbes magazine interviewed reknowned sales author and strategist Jill Konrath, the reporter asked her that question.

In a blog on her website, Konrath says five "no-nos" immediately popped into mind that she shared with Forbes, but she then carried the discussion further and asked readers to contribute their own “never-ever” rules.

From her blog, here are Konrath’s five “never” rules for salespeople:

NEVER allow failure to enter your vocabulary. Redefine everything as a "learning experience" and then focus on figur-ing out how to get different results.

NEVER talk politics with a prospect or customer -- unless you are 100% sure you're totally aligned. And, even then it might not be smart because other members of the decision team may have different feelings.

NEVER look at your email first thing in the morning. It'll suck you in and you'll lose a couple hours.

NEVER ask questions about things that can easily be found on a company's website. You'll lose credibility and look like a fool.

NEVER look at your cell phone during a meeting. In fact, you should turn it off so you won't be tempted to check a text or see who's calling.

Here are excerpts of some suggestions by Konrath’s readers: Never use industry jargon if the customer doesn’t understand it.

Never give a blind quote. Instead, this reader suggests saying something like, “I wish I could just make up a price for you. It would save me a lot of work but I need more information before I can give you a proposal.”

Never overpromise. It’s better to under-promise and over-deliver than vice versa.

Never assume anything.

Never get in the middle of an argument. Regardless of which side “wins,” you lose.

Read more at the link below. For more of Konrath’s insights and tips, see her latest book, Agile Selling.x

https://www.jillkonrath.com/sales-blog/bid/117598/ Salespeople-Should-Never-Ever-Do-This

Conversely, do be able to offer a “ballpark figure.” Another reader made the point that a customer doesn’t want to waste time (or be embarrassed) if the quote you deliver is significantly above their budget.

Advertisers Index

Apolllo, 37

ASHI Couture, 16-17

Benchmark, Back Cover

Gembridge, 35

Goshwara, 58-59

Gumuchian, 21

Jack Abraham, Inside Front Cover

JB Star, 22-23

Jewels by Jacob, 6-9

Martin Flyer, 3

Mercury Ring, 31

Midas Chain, 24-25

National Rarities, 33

OakGem, 28-29

Precision Set, 10-11

Samuel B., 39

Steven Royce, 14-15

Uneek, 4-5

United PMR, 27

Willow Diamonds, 12-13

Yael, 19