Happy Christmas

To the tune of John & Yoko’s “Happy Christmas”

“A Very Merry Christmas, without NHL Cheers

We’ll spend their $3 Billion on Diamonds and Beers.”

I hope you all are turning the corner this morning to focus on family, friends and if you’re Christian, the birth of our Saviour.  It’s been a fabulous year.  I’ve learned so much from all of you.  Having done a lot of writing, I’ve learned what issues my readers feel passionately about.  I’ve been corrected and redirected by you when I’m off-base.  I’ve enjoyed some accolades when I’ve correctly reflected things that are important to you. 

This represents my 298^th blog post of 2012.  If I survive Christmas with the in-laws, a couple of boxing day shopping rants, and 300 will be “in the bag.”

If you’re a hockey fan, check-out my latest music video featuring NHL lock-out related parodies of Christmas songs.

From my home to yours,  Merry Christmas!

NEW MUSIC VIDEO!!!

The four week count-down is on.  Black Friday which somehow slipped into Canada is over.  Santa’s in the malls and Christmas carols can be heard, but not like this one…  Here’s my own Christmas carol for jewellers.  I hope you enjoy!  

Merry Christmas, and may God bless us, everyone!

Hockey Lock-out Blues Video Blog

No, I’m not singing again.  I’m doing two things:  I’m encouraging hockey fans to redirect their portion of formerly NHL revenue to more worthy recipients (including jewellers,) and I’m presenting an opportunity to support my trip to Haiti with Foursquare Relief and Compassion.  I’ll soon be submitting a snappy counter card, video and instructions for you to collect scrap gold to support my “Haitian Heroes.”  100% of the proceeds will go to Haitian orphanages and volunteer run schools.

All I ask regarding this video is that you share, post, email and promote it so that it reaches as many people as possible.  I need a little bit of a viral kick in order to get this viewed by as many NHL season ticket holders as possible.  The best way to help this video reach a wide audience is to first view it on YouTube, and then use YouTube’s “Share” function to spread it via email, Facebook or Twitter.  That way, this portion of my message will not be included.

Thanks for your support!

Sway it Out Loud

There may be a change coming in the quality of diamods that are available.  Are you ready for it?

I refer to the September 2012 video blog by my friend Mel Moss, which can be seen HERE.

If you've got nothing but time on your hands, it may be time to view or review my  "Three Clarity Grade" selling system.  It may sound tongue-in-cheek, but I've used it and it works very well.  In fact one day I might write a book on it!

Pride in his Cool Store

Robert Grey Kaylor was interviewed by InStore Magazine in response being awarded America’s top Small Cool Store.  Watch the video and take note of the pride Robert takes in this award.  At first I wondered if he was a bit arrogant, but my conclusion is that he worked so hard at creating an amazing experience and selection for his clients, he has earned the right to a healthy dose of pride.

Post a message below if you disagree.

Musical Video Blog - Some Jeweller Like You

Okay die-hard Toddwaz fans.  I can't show this to any of my non-jewellery friends because it doesn't mean anything to them.  Chain jewellery stores are often a training ground for the jewellery industry, but we know that the independent jewellers are the BEST.  If you've worked for both, you might just get  a kick out of this Adele parody, called Some Jeweller Like You.  Enjoy.

Some Jeweller Like You

I heard that you’re settled down

That you signed a lease, independent jeweller now-ow-ow

I heard that your dreams came true

Guess it gives you cash … I didn’t pay to you oo-oo

Old friend, why are you so sly?

Ain’t like you to abandon ship and head for the light

I hate to turn up out of the blue uninvited

But I couldn’t stay away, I couldn’t fight it.

I had to find some staff, that of you I’d be reminded

But for me it it’s over

Never mind, I’ll find someone like you

Who I’ll pay diddly squat, just like I used to you

Don’t forget Peoples, I beg

I remember you said

Some day I’ll leave, and take away your best sales

Some day if Hell is froze, I’ll come back to work for Zales

You know how the time works

Seems only yesterday we were both working at Birks

We were born and raised

In that blue-box craze

Before they were Bought out by those Mayors guys

I hate to turn my back on their blue-haired clients

But I couldn’t stand the pay, I couldn’t fight it.

I Hoped to see some Rolex in our store I wouldn’t mind it but for me it’s over.

Never mind, I’ll find someone like you

I wish I could recruit the best like you do

Don’t forget me, I beg

I remember you said,

Some day I’ll leave and open a store instead.

Working for Kays

It hardly pays

Designer jewellery

Is what I wanna see.

Who could have known how much better life could be?

Never mind, I’ll work for a jeweller like you

I want diamonds that are better than I2

Please hire me, I beg

I remember you said,

Independent jewellers are better in the show-bed...

Never mind, I’ll work for someone like you

I’ll sell nothing but the best like you do

Don’t forget me, I beg

I remember you said

You’d leave someday and take away all my best sales

Now I wanna to work for you … and to hell with Zales

Jewellery Humor!

Sorry, no video blog today.  I’m working on a new music video; my most ambitious yet and it’s not ready.  I will therefore give you one of my favorite jewellery jokes and then you can watch a few more from David Squires of InStore Magazine to brighten-up your Monday!

When Nester came into Bloomstein’s Jewellers, he had in mind a special graduation gift for his eldest son Nick.  Nester inquired of Mr. Bloomstein about a Gucci chain.  Mr. Bloomstein responded, “I have one.  It’s 24” long in 18kt gold.  At only $2,200 it will be a marvelous commemoration for your University Graduate.”  Nester had a look at the chain and remarked that it looked too shiny to be an original vintage Gucci chain.  Bloomstein explained that they’re very rare and very expensive.

Nester asked where he might find an original vintage Gucci chain.  Mr. Bloomstein thought about it for a few seconds and then said, “you know what, I think I have one in the back.  It will take me a few minutes to find it for you.”  The shop-keeper took the chain into the back, closed the door and then rummaged around for an old well-worn “Gucci”-labeled clasp.  He changed the clasp on the replica chain, dropped the chain on the floor, walked on it and then used a file to expertly give it that well-worn vintage look.

Mr. Bloomstein proudly returned to the sales floor and presented Nester with a very hard-to-get vintage Gucci chain.  Overjoyed, Nester asked “how much?”  The crafty proprietor thought for a moment and said, “well, because it’s not in pristine condition, I could let it go for a mere $3,200.”  After talking Mr. Bloomstein down to $2,900, Nester said, “and because you’ve given me such a good deal on this chain, I’ll also buy the other one for myself.”

When Price Comes First - The Video

This is a followup to the June 6th article "When Price Comes Firtst." I have opposition to this concept and I present my thoughts more fully so that you can further discusss this issue in your stores and refine selling techniques that work for your circumstance. Enjoy.

June 6^th, I wrote an article called When Price Comes First.  It centered around us asking the question, “so, how much are you looking to spend.”  In my mind the question should be avoided at all costs, and in the article my interlocutors were in favor of asking the question early in a sales presentation. 

Marie Wade from Stettler, Alberta responded to the article by pointing out that you could easily be considered evasive ad shifty if you try to dodge the issue when the customer brings it up.  I totally agree.

As long as the customer doesn’t bring it up, here’s why I want to begin with everything but price.  We know from DPS research that engagement ring shoppers usually expect to pay about 1.5X the amount they report wanting to spend.  If they secretly expect to spend $6,000 but they tell you they want to spend around $4,000, what will they think of your attempts to show them $6,000 rings?  You’ll either sell them short, or you’ll lose them to someone who shows them a $6,000 ring that knocks their socks off, but you were afraid to show it to them because it wasn’t in their “price range.”

Listen, I had a client tell me he wanted to spend $25,000 for his 25^th anniversary.  We showed him several items in the $25-30,000 range and guess what?  He spent $70,000.  When I told my dentist that I wanted to get my teeth fixed, I assumed that I’d need to spend a few thousand dollars, but I ended up spending $10,000.  If you believe that everyone buying a diamond has saved-up a finite amount of money, just take a look at your daily credit card sales versus cash or cheque. 

Some of your clients have no clue what they need to spend to get what they want.  Their reported $3,000 budget may have been prompted by a discounters photo-shopped ad for a 1ct diamond solitaire ring that in reality looks like frozen spit. 

If you ask the question, they might make up a number that cuts your selection down to the point of eliminating several great choices.  Most of the people I’m writing to don’t have hundreds of diamond ring styles in stock, so why eliminate half of your options by asking them what their budget is?

Why not show them a variety of your best designs, share with them the prices of each and let them tell you which direction they want to go?  After falling in love with a  $10,000 ring, but confessing that it’s beyond their budget, you can either show them similar rings in lower price points, or discuss the ways in which their favorite design could be altered in order to achieve a lower budget.

As Shane Decker talked about in Vegas, it’s our job to romance the purchase of a diamond.  If we take the time to romance the product before price enters into the conversation, we can keep our clients thinking with their right-brain; which is about emotion, aesthetics and imagination. 

Once we start talking price a fellow shifts to the left hemisphere of his brain.  We need that left hemisphere later to make a decision, but not until we’ve talked about style, about her preferences, about the occasion, and about the selection with the biggest wow-factor.  If you sell the right-brain, the left-brain will be a slam-dunk.

If you’re working for a chain store with unimaginative designs built around price-points, and if you’re personally selling more than 4 diamond rings per day, then forget everything I’ve just said.  Qualify, present, test-close, respond to objections and then close the sale.  You need to clear the deck and free yourself up for the next customer!

If you personally sell less than 20 diamond rings per month, that’s not even one per shift.  That means that you have more than enough time to engage the client, show them some amazing designs, inspire them, get to know a bit about who they’re buying for and why they feel the way they do.

This is not a mamby-pamby soft-sell approach.  This is a hard-core approach to making long-term clients.  This is how you sell them a lifetime worth of jewellery purchases before you even finish making the initial sale.  This is how you should spend your time on the sales floor; looking to make emotional connections.

For someone who is to become a client for a lifetime, don’t they deserve to see the best you have to offer?  If their budget doesn’t allow that now, sell them the best option they can afford.  Maybe they’ll come back and buy your best in 5 or 10 years?