Selling Diamonds

(via Diamond Promotion Service) I liked the concept. It's simple and effective. I also think it should work for colored stones + jewelry as well. The important thing here is being able to see through and connect the dots.

Selling is a fascinating occupation. When you sell diamonds, you can be proud of it. You can be proud of the product and proud of your sales know-how.

Almost anyone can be an order taker—that is, someone who is competent enough to accept money in exchange for any item selected by the customer. But to be a diamond salesman requires not only specific knowledge of diamonds but also specific knowledge of the professional art of building sales and creating customer satisfaction.

Selling diamonds requires that you take three steps:
1. Study your market potential
2. Promote store traffic
3. Follow through and sell at the counter.

All three steps are equally important. Studying your market potential tells you who your best customers are. Promoting store traffic brings them into your store. Once they are in the store, selling them diamonds at the counter puts money into the cash register.

Generally, store management assumes the responsibility for the first two steps. Then the sales staff is responsible for selling the individuals who enter the store, whether they are prepared to buy or are just looking.

So that you will function well in all these selling steps, it is useful to review and analyze each procedure from time to time. Your salesmen can’t do their best if your management doesn’t bring people into the store. Your management is wasting time bringing people into the store if your salesmen don’t follow through. It’s all part of one integrated effort.

Selling Diamonds (continued)