Selling Diamonds

(via Diamond Promotion Service) Promoting Store Traffic: Store traffic is the product of communication with your potential market. The basic elements of that communication are what you are—that is, your store image—and what you say—that is, how you present your diamonds.

Your store image is a prime factor in the promotion of your business. You cannot be too careful in building it. Furthermore, you must see it as your customers actually see it, not just as you expect them to see it.

Not all jewelers can present the same image, and they shouldn’t even try. The main thing is to hit a happy medium. Whether your store is four stories high or only ten feet wide, whether your sales numbers a hundred or just you, you can establish a store image that will appeal to the groups you want for your main market without alienating the others.

Décor is important for attracting today’s modern minded consumer. It doesn’t have to be elaborate or expensive, nor does it have to be completely new. Just a touch here and there can show that you are aware of—and keeping up with—current thinking in decorating.

More and more jewelers are giving special attention to lighting. Very bright lights throughout the store help to keep traffic moving for fast turnover. A lower level of lighting gives a more relaxed atmosphere. So a combination is most effective—subdued store lighting for relaxation—dramatic lighting for the display of merchandise.

A diamond room is important for the customers who prefer privacy. It need not be large; only a screened alcove will do, if it fits in with the rest of the store. But if you have a diamond room, save it for diamonds and customers; don’t use it as a catchall for things you want to put out of the way.

Finally, the sales attitude of your staff contributes to your image. People will shop where they like the owner and the sales people. They will like you if you are neither haughty nor overly familiar, if you are helpful and knowledgeable, not only about diamonds, but also about fashion and what’s going on in your community.

The best image that your store can present is one where you are more interested in helping the customer to buy what he wants than you are in selling what you want. When you accomplish both at the same time, that’s salesmanship.

Remember that sales are often the result of personnel who can help control the atmosphere of the store by being positive, polite, informative, patient and neat in appearance. And, most importantly, everyone should project the feeling that he wants the customer to be totally satisfied and that he cares about future business.

Your Diamonds
Diamonds mean different things to different people. Consider these five definitions:
- A diamond is a symbol of love.
- A diamond is an art object, a thing of beauty.
- A diamond is a status symbol, lending stature to its owner.
- A diamond is an ageless tangible, with a definite financial value that does not diminish with time.
- A diamond is a thing of fashion, an accessory, when it is set in an imaginative design.

All these definitions are true, and each can be a motivating factor for different people in your market. For example, an engagement diamond is a symbol of love for a young couple just starting their life together. For a successful couple celebrating their 25th anniversary with a large engagement ring, the diamond can still be a symbol of love; but it can also be a status symbol and an investment.

For a man buying a diamond pin for his wife’s birthday, the diamond can be a symbol of love. For a single woman buying a diamond pin for her own birthday, it can be a fashion accessory and an art object.

Love is the greatest single motivation for the purchase of diamonds. But the wise jeweler will also appeal to the other motivations under appropriate circumstances.

Selling Diamonds (continued)