The jewelry business may be easy to penetrate, but success is a difficult feat. With the intensity of the competition and the changing market demands, it is challenging to craft your own success story. To make things easier, keep in mind these tips.
Be in the Know
It is important that you are knowledgeable about the ins and outs of the business. If you are a novice, it will help to first work on obtaining a certification. The latter is offered by various reputable organizations, such as the International Gem Society. They have courses that are designed for both beginners and experienced jewelers. From the identification of the gemstone to the appraisal of its market value, you are sure to learn a lot of things.
Mind your Voice
Your voice is important when conveying a sales message. If you are selling jewelry face-to-face, you need to pay attention to the tone of your voice to close a sale. It must convey a positive emotion and enthusiasm. Speak in such a way that you will be seen as someone who knows what he or she is talking about. If you seem robotic–meaning, it seems like you have memorized your pitch word by word–you might just instantly kill the sale.
Establish a Unique Brand
Competition can kill your business, but only if you do not know how to be ahead of everyone else. With this, pay attention to the creation of a unique brand. If you have a physical shop, create a welcoming environment that puts customers at ease instead of being intimidated. If you have an online presence, use your website to establish a unique personality.
Educate your Buyers
It is also important that you educate your clients about the things that they need to know. For instance, in your website, it is not enough that you publish a gemstones list. Provide a brief background of each gemstone. Publish buying guides and informative articles that will help clients to reach a well-informed decision. If you have salespeople, make sure that they can provide valuable insights to the customers.
This is a good tip in case you have an actual store where people can see and try the jewelries that you are selling. At times, the best technique to close a sale is to say nothing. Give the customers the opportunity to decide on their own. Let them try the jewelries and do not be too obtrusive. They will appreciate it when you do not try too hard to sell.
Use Direct Mail Marketing
Even in the age of digital marketing, it is undeniable that direct mail is still effective, especially when it comes to selling jewelry. Even Forbes supports the assertion that direct mail marketing is far from dead. It is a cost-effective strategy that can yield significant returns. There is a high response rate and the perceived value is also strong.
Take your business above the competition with the tips that have been mentioned above. Dominate the market and watch your sales skyrocket!