From Heartache to Loyal Client

Our border Marie had a very difficult day at work.  She works in a call center for a telecom provider.  She had been in tears at work because one of her call-ins didn’t speak very good English and she struggled for nearly two hours to understand his problem and solve it.  In the end, she not only satisfied his issue, she also sold him a cable/internet package.

Here’s the dealio: not all of your clients will be born out of smooth transactions where everything goes right.  There’s a song I used to sing in youth-group called “Friends.”  The verses started-out “Friends are nothing til they …” laugh, sing, dance, cry.  Some of my best friends are ones with whom I’ve done more than just have fun.  We’ve been through each other’s heartaches, we’ve seen each other’s gloomy-sides and we still stand by each other.

Don’t go out to upset a client just so that you can deepen your relationship with them.  Know this: how you choose to deal with difficulties can earn you valuable clients just as sure as doing everything right will.  Embrace difficulties.  They give you a better opportunity to show-off the depth of your professionalism to someone seeking a trusted jewellery advisor!

Sell a Diamond, Feed a Starving Child

Remember 2006 when Warner Brothers sent shockwaves through the jewellery industry by releasing Blood Diamond?

The issue is still alive.  The Kimberly Process (K.P.) for those of you who don’t know is a committee of representatives from 80 countries and non-governmental organizations who seek to define and uphold sanctions against conflict diamonds.  Conflict diamonds had been roughly described as those whose profits had been earned by the African equivalent of Mexican drug lords.

Now, as we approach 2013, the Kimberly Process struggles with redefining the term “conflict diamond.”  The Responsible Jewellers Council has arisen from within the industry to address environmental and human rights issues in all raw material sourcing.  There are still unscrupulous dealers who will disregard any of these efforts for the sake of a quick buck.

In June, 2006 I wrote in my Road Reflections Newsletter:

Should the public ask you questions about “blood diamonds”, I would suggest four things.  First, I would refer to them (as Mr. Rapaport did) as “poverty diamonds,” as it puts the emphasis on the victims rather than the villains…

With the KP trying to include “fair trade” issues rather than just political ones in its’ definition of “conflict diamond” and with the work of RJC, the tide is finally starting to turn in favor of real people in third world countries who earn their only living from diamond mining.  As the industry works to protect and improve the prospects of these innocent players, you can take more and more pride in our product.

Jewellery is a luxury good, and you may have moments where you believe that your clients are better-off using their money for more beneficent purposes, but don’t forget that our world is global village.  Some of the poorest nations would be absolutely sunk without employment from the diamond industry.

Go For Gold Program Extended / December Commissions

I’ve spoken to some of you who said that collecting gold-scraps at this time of year was more than your staff could handle.  Since Steve has offered to cash-out the gold at full market value, and then round-it-up before sending it off for refining, you can courier gold donations to Customgold as late as January 28^th.  This is how we’re claiming that this is the most cost effective fund-raiser ever with 101% of gold value going directly to an account that will pay 100% of the funds for building, maintaining and supplying orphanages and free schools in Haiti.  For more info visit Haitian Heroes Go for Gold.

I remember when I worked briefly for Mappins in Lougheed Mall the fuss that was made about my December Commissions.  Mappins was an hourly wage plus commission gig.  My manager Tom would give me my cheque and proudly say, “look here Todd, you made an average of $15 per hour including your commissions: keep that up and you’ll make some good money in this business!”  I’m sorry to say I knew darn well that Christmas commissions didn’t exactly reflect year-round potential.

Someone who owns a jewellery store builds inventory programs, trains staff, advertises and conditions their marketplace all year long building up to a December crescendo.  Sales staff must do the same.  You must build clientele, hone your sales skills, collect wish-lists, and expand your social network in order to earn those fat commissions or bonuses in December.  Effective selling all year ‘round is the best way to build a network of happy referring clientele.

Don’t think of December sales as an indication of your potential, they are a result of your actions from January to November.  Enjoy the strong sales this December, but start to envision December 2013, with twice as many people asking for you and with you having the confidence and skills to easily close those sales.  Preparation for that begins in less than four weeks.

RIP Zig

Today is a sad day.  Zig Ziglar is being laid to rest after a career that inspired hundreds of thousands of people to new heights and pride in the profession of sales.  Listening to the celebration of Zig’s life via the “Live 365” iPhone app, I heard a clip of Zig asking people to imagine a place where you look back and say, “I wish I had” or “I’m glad I did.”  Those of us who have read his books, listened to his tapes or watched his videos can clearly tell that Zig lived in the latter camp.

Here are a few famous Zig quotes.  I hope it inspires you to seek-out more of the wisdom that will survive his time on earth.

10) “Remember that failure is an event, not a person.”

9) “You will get all you want in life, if you help enough other people get what they want.”

8 ) “People often say motivation doesn’t last. Neither does bathing—that’s why we recommend it daily.”

7) “There has never been a statue erected to honor a critic.”

6) “People don’t buy for logical reasons. They buy for emotional reasons.”

5) “Expect the best. Prepare for the worst. Capitalize on what comes.”

4) “If you go looking for a friend, you’re going to find they’re scarce. If you go out to be a friend, you’ll find them everywhere.”

3) “A goal properly set is halfway reached.”

2) “Your attitude, not your aptitude, will determine your altitude.”

1) “If you can dream it, you can achieve it.”

Time to Get Serious!

Okay, it’s the last day of November.  Fellas, it’s time to shave off those ridiculous moustaches.  Time to prepare for the most lucrative season of the year.  For those of you who don’t know why last Friday was “black Friday,” it’s because retail businesses in the US are said to be working at a loss all year (or “in the red”), until this date.  It’s the most wonderful time of the year!

Stand-up straight.  Check your breath.  Smile.  Remember your training.  This is not only the most profitable time of the year, it’s your biggest chance to make a great impression on new clients and earn a lifetime’s worth of business from them, their family and their friends.

·      Listen actively to people

·      Don’t prejudge based on looks

·      Be able to quickly prequalify your store

·      Be security conscious and effective with the rule of three

·      Sell it like you made it

·      Sell from the top-down to increase your average sale

·      Don’t be a smarty-pants

·      Don’t forget to ask for the sale

·      Work as a team to make sales

·      Do this all well, and you’ll definitely have fun this Christmas season

These are a few posts to review in order to prepare yourself for the season.  For more, visit the blogsite and scroll-down on the left to select “selling jewellery” from the “Labels” menu, and it will show over 150 selling tips.  It’s my most popular subject.

WCJExpo in Toronto?

Canadian Jeweller Magazine has announced that it will be the media sponsor for the Western Canadian Jewellery Expo in Edmonton, along with their new show in Toronto.  Having worked closely with the Edmonton show in years past, I can tell you that show manager, Lilie Ford has been responsible for key improvements to the Edmonton show in terms of decorating, organization, events and retailer experience.  I love what they’ve done in Edmonton!

What makes the WCJE think they can succeed where Reed/JCK has failed in Toronto?  Here are three ways they can provide a strong sustainable show in Toronto:

1.     Like the WCJE, continue to base the show around a stable core of Canadian suppliers, rather than stuffing the show with whomever you can strong-arm into exhibiting.  Quality, not quantity.

2.     Form a strategic alliance with the CJG, and work together to give their members times of exclusive access and group-specific benefits; while giving suppliers the simplicity of setting-up only once.

3.     Leverage economies of scale to market more effectively to retailers.  The message of a stronger national identity to the show along with stronger marketing to retailers should result in better results for Toronto.

I have no inside-information that pertains to the potential cooperation of WCJE and CJG.  I just think the regime-change in Toronto is an opportunity to explore closer ties between the buying group show and the broader trade event.

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!