Simplify for Success

Some of the most successful songs are very simple, so why do we try to over-complicate our sales pitches?  

Simplify for Success

This past week, I planned and participated in a workshop for Church worship bands.  It’s surprising how many times I though “Wow, being in a band is just like being part of a sales team!”  The facilitator Corey, is an accomplished guitarist and singer, and has led many bands.  He shared with us the ironic fact that the better he gets at playing the guitar, the more he simplifies what he plays and the better he sounds.  Hmmm. 

Corey got me to thinking, “isn’t that the way it progressed when I was working in jewellery stores?”  I began not knowing much, so I didn’t have much to say.  Then I learned about gemology, custom design, watch functions, industry news and jewellery history.  I had tons of things to say.  I could (and did) regurgitate jewellery-talk on command – boring the heck out of my prospects, and missing opportunities to build relationships and close sales.

The better way is to have a million things to say, but keep each in your back-pocket until just the right moment.  A great song usually has a memorable guitar solo, piano riff, or drum solo.  The only way for these to be memorable is for the song to lead-up to it, so that the listener eagerly anticipates it.

If you talk peoples’ ears off, they’ll divide their attention according to the number of words you speak.  The longer you drone-on, the less impact each word has.  If you ration your words, those fantastic value-added statements and closes that you have in your repertoire will be well received when the time comes.

Prepare professionally then apportion your words at just the right time.  It will be music to your client’s ears!

Trend Spotting

Design Trends to be Revealed at Western Canadian Jewellery Expo

The summer jewellery shows are fast approaching.  Among the many important functions of attending trade-shows is seeking-out new trends.  You don’t want to miss-out on the latest and greatest.

What will be the trends for Fall 2014?  What is a trend?  How long does its’ popularity have to endure in order to be considered “trendy.”  Is it nothing more than something popular?  If that’s the case then aren’t boring run-of-the-mill designs that appeal to a broad audience trendy?  Is it important to carry trendy designs, or can you distinguish yourself in your marketplace by promoting counter-trends?  What does it take to start your own trend?

These questions and more will be discussed at the Western Canadian Jewellery Expo’s Connect for Success seminars on Thursday August 14^th – the day before the show starts.  Yours truly will be moderating a panel that includes Lilian Jensen from Customgold, Irina Lychak of Canadian Jeweller Magazine and Montreal based jewellery designer, Claire Vessot.

Other speakers will address “Top 10 Mistakes in Jewellery Display,” “Understanding Jewellery Crime Trends in Canada” and “Social Media Marketing.”  Rumor has it that there may be a round-table discussion after the seminars where you can corner the speakers and discuss hot-button issues.  Visit cjexpos.com for more information about the show.

I hope to see you there!

C’mon PEOPLE!

If you don’t receive Aleah Arundale’s (formerly Seagal) emails from Olympia Diamonds, they’re extremely well-done, have thought-provoking marketing and product-knowledge messages, and appear to be highly effective at promoting her business.  Her recent email focuses on making big promises in your advertising.  In her words;

Your claim could be "If you buy her a big diamond, you will never have another fight and your teeth with be whiter!!"  Silly? Yes, but it made you smile, pause, and there is a little bit in all of us that wants to believe it is true....

I’ve quoted David Ogilvy before, who said, “the heart and soul of advertising is; A BIG PROMISE."  I believe in making big promises too – as long as they’re hyperbole as above or genuinely beneficial to your audience.   A certain department store believes in making big promises that are neither humorous, nor genuine.  Today only, you can buy a pair of 1.5ct tw diamond studs and save over 75%!  That’s a pretty MASSIVE promise. 

Hmmm.  Didn't we just pass through “Black Friday?”  Isn’t that the day where merchants begin to operate in “the black?”  What are you saying, famous vendor of striped blankets?  Are you saying that we’re in the most lucrative season for merchants and you’re so desperate for cash that you’re willing to sell those diamond studs for less than you paid for them?  Are you saying that you typically mark product at 4-times your cost, and these are being sold AT COST?  Are you saying that someone who bought those same earrings yesterday paid 4-times today’s price?  Will they be getting good value if they purchase them tomorrow at 4-times that incredible price?  Has anyone, in fact, ever paid you $8,000 for those diamond studs?  Are you promising me that I’d have to pay $8,000 if I bought the same quality of diamond studs elsewhere? 

When consumers see this massive discount, is there a part of them that smiles, pauses, and wants to believe it’s true?  I’m sure there will be some misguided dupes.

Is it possible, oh historic Canadian merchant named after a large body of water which borders Northern Ontario, Manitoba, Nunavut, and Quebec that you bought really crummy diamonds for less than $1,999, put them in 18kt gold settings to make them seem valuable, and then pulled an outrageous retail price out of your @$$ that was 300% more than what you wanted to sell them for so that you could WOW people with a 75% discount and still make a profit? 

My money’s on this latter scenario.  It might have to be if they sue me because some of you repost this to your clients and the unnamed department store’s legal department takes offense.

TW

Orm Shultz will be missed!

Entrepreneur, gentleman and well-respected member of the jewellery industry Orm (Ormand) Shultz passed away on Monday night.  Warrington’s Jewellers closed its’ doors almost one year ago after 48 years in business and 39 years in Prairie Mall.  The family still owns and operates Jonathan’s Jewellers in Prairie Mall, and along with the long-serving staff will miss “Mr.’s” leadership and encyclopedic knowledge.  As a sales rep, I was often astounded at his ability to identify his fast-selling designs without the aid of a computer.  With two stores and dozens of suppliers I always received a fair dose of undivided attention from him; which is why he had won numerous “Gold Nugget” awards from the rep’s associations when there was such a thing.  My thoughts and prayers are with his family and staff during what will continue to be a very busy month no matter how heart-sick they feel.

Reflecting back on one of the darkest times in my life and career, I recall being able to put-on a “good front.”  It’s not easy to focus on celebrating happy moments with your clients when you feel little joy inside.  This is the difference between a professional and an amateur in jewellery sales.  I don’t know anyone whose lives have been sunshine and rainbows the whole way along; yet some have the ability to rise to the occasion whenever a client walks through the door.

I think the key is this: as soon as a client walks through the threshold, your focus is on their needs, their emotions and finding a winning solution to their current circumstance.  Whether you’re in the middle of a personal crisis, or just absorbed in busy-work as part of your responsibilities in the store, you need to be “other-centered, servant-hearted people” to your visitors the instant you spot them even thinking about coming in.  If you’re grieving or having some personal difficulties, share it with your owner or manager, and tell them you’re going to try to focus on clients in order to do your job the best you can while you’re on the clock.  Ask them to give you feedback if you’re not accomplishing that.

Look, it’s not about fake-enthusiasm in this business.  It’s about a solid conviction that your store and your product are the best possible solution to your client’s needs and desires.  When you put the person across the showcase from you first, and you know the amazing benefits of dealing with you and buying what you have to sell, you can push through any personal crisis and be effective.

New Manufacturer “Imanokov”

Okay, so it happens in our industry.  One manufacturer’s designs looks suspiciously like another’s.  There are certain designs, including the 17-stone cluster ring, the “stairway to heaven,”  the “Tiffany-style solitaire,” the current halo-settings, etc.  Who put-out the first 17-stone cluster?  Can anyone remember?  I recall being shocked in 1988 when Boas & Farro put out their little red catalog featuring all manor of diamond clusters, when I thought of them for original designs.  Who were the first to string various donut-shaped silver beads on a snake bracelet? Plagiarism is grounds for expulsion in Universities, but in the jewellery business seems to lead to significant financial rewards.  What’s wrong with our industry?!?

I guess like drug companies, the one who comes out with the product first, gets to enjoy the rewards of innovation before the copy-cats swoop-in and begin making generic versions.  In the pharmaceutical business, they get 10 years of patent protection before others can copy.  In the movie business, copyrights are good for 25 years, which is why Disney “remasters” their movies on each 25^th anniversary.  This makes the old edition less desirable and restarts the 25 year clock of protection on the new one.

When I visit the “designer section” of JCK Las Vegas, I expect to see new innovative concepts.  Which ones might become trends, and which will fizzle into oblivion is the question of the day.  Maybe one hot new designer will inspire other designers to take a motif and shape it in a new direction.  That’s how we continue to come-up with new design variations after you think thousands of designers over hundreds of years have exhausted all possible variations.  “Duplicators” can see a design at JCK, walk down the aisle making a sketch, digitally send it to their goldsmiths, and before returning to their home office, could have a “new design” to offer their clients.

As a representative of a design firm that seeks to innovate, I can tell you that not all innovations are profitable.  It takes trying a number of new things to prove one highly favorable.  The overall business model requires loyal supporters to try some new and continue to buy the tried and true in order for innovators to survive.  I would humbly ask that you show respect to the innovators and give them every opportunity to supply you.  If the innovators get pushed out of business by the duplicators, then the duplicators will all have only each other to copy; and our design world will become a very bland place indeed.

Fake it ‘til You Make it?

<Wondering where I’ve been?  Much of my writing-time has been directed toward editorial contributions to Canadian Jeweller Magazine.  I’ll continue to send articles as they don’t conflict with that effort.  Enjoy a new game like “Where’s Waldo?” – see if you can find my articles buried in the back of Canadian Jeweller Magazine (not in every issue.) >

My good friend Quentin was talking about his experience in retail.  He began working at The House of Knives a few years back and when he started, he felt the all-too-familiar temptation to “fake it ‘til you make it.”  After getting caught giving misinformation by knowledgeable shoppers, he was embarrassed and he recognized the need to get ahead of the game.  He committed himself to learning about the different metals used in knife-blades.  He built his own collection of kitchen and pocket-knives, so that he could personally attest to the advantages of one product or another.  He now feels a sense of confidence that he can approach clients and almost never get “stumped” by a product knowledge question.  He approaches new and repeat clients with genuine conviction that they are going to get the best possible advice when selecting product, and his sales are impressive. 

Has a client ever asked you a question you didn’t know the answer to?  When that happens there are a few ways to handle it:

Bad Choices:

·      Invent:  Fabricate an answer that you think will help make the sale

·      Interpolate:  You can make something up that sounds like it might be correct, based loosely on your knowledge of jewellery

·      Impart:  You can give them an answer that you’ve heard someone else give, even though you’ve never actually verified the accuracy of that answer

 Better Choices:

·      Ignorance: you can admit your ignorance, and ask if the answer affects their desire to purchase the item in question.  If not, sell-away!

·      Interrupt:  You can ask the client to wait while you look-up the answer or attempt to get it from the manager or another staff member

Here’s the thing.  There’s no replacement for a wealth of product knowledge.  I’ve written before about how important it is not to overwhelm customers with unwanted facts, but when they ask and you don’t have the answers, you stand a chance of losing the sale.

Call to action – “Stump-Log:” When a customer stumps any one in your store with a question, deal with it the best way you can.  Once finished with the client, log the question at the top of the page of a notebook.  Make sure you go-back when you have time, research and write-down the best answer you can find and then share it with your teammates at the next staff meeting.  Add comments to the answer as the team collaborates on the best possible responses, and as the manager gives direction.  This notebook will become great reading and a valuable resource for new hires.  Managers, when there are few or no new entries in the stump-log, write-down an every-day question and task a staff member with writing their best answer.  Something like, “I saw an ‘SI’ clarity diamond at another store, but it didn’t look clear to me.  Why’s that?”, or “are dark Sapphires the best quality?”

Knowledge leads to confidence.  Confidence leads to effective selling.

The Road Behind

Last week I visited some stores in the Vancouver area.  One of the malls I visited was Lougheed Mall in Burnaby, BC.  I expected a degree of nostalgia.  You see, for a few very important months of my life in 1988-89 I worked there for Mappins Jewellers.  It was during that time that a friend of mine told me about a cousin who worked at the same mall.  I ventured downstairs to the Cotton Ginny to introduce myself to her one day.  A few days later in front of Mappin’s Sandicast display on December 2^nd, 1988, I asked Jana out on our first date.  I couldn’t wait for my shift to end.  After Christmas, the hours from Mappins weren’t quite so abundant and a friend recruited me to come work for him.  I returned to Lougheed Mall frequently over the following months to visit Jana, and buy her treats from the Cookies by George kiosk.

Fast-forward 25 years.  Mappins is gone from the mall, and I couldn’t really tell which clothing shop is in it’s place.  O.B. Allen and Ben Moss are gone.  Cookies by George moved and Cotton Ginny is gone.  The parking lot has been reconfigured and built-up so I couldn’t even envision where I used to park.  Businesses come and go but the people and experiences live-on.  I met my life-partner in that mall.  I remember Dwight, Tom, Irena, Demetre & Kelly with whom I worked, and I’ve seen and heard-tell that some are still in the jewellery business.

No trace of that store remains, but the impact of the people I worked with is an inescapable part of me.  I witnessed some very effective sales-people, and caught invaluable sales techniques.  I learned that individual commissions can lead to conflict and resentment.  I came to understand that chain-stores would never suit me quite right.  Even though I was low-man on a pretty high totem pole, I resented the cutting of my hours and it drove me to prove to them that they overlooked a “diamond in the rough.”

It makes me pause to take stock of where I’m at today.  If my future-life unfolds in unexpected directions, what will I take away from working with Steve, Lilian, the amazing retailers (some of whom will remain friends forever,) and from my valued industry colleagues?  Take a moment to thank God, or fate or the universe for the people around you who contribute to your success, to your character and who you’ll take with you as the years march on.  Better yet, find a way to thank them for being part of your life today!