Selling Diamonds

(via Diamond Promotion Service) Other Promotions: Some jewelers have been very successful with special parties. A party could honor a visiting jewelry designer, or it could exhibit a special collection of unusual jewelry. The personal touch in the invitations is highly successful here; so is the relaxed and festive atmosphere of the party itself.

Direct mail, telephone and personal contacts are all useful and successful ways of inviting people into your store. One very effective form of personal contact is speaking engagements, if you have a flair for talking in public; as a diamond expert, you would be welcome on a great many club programs in your community.

Don’t forget publicity. Cultivate the editors of your community papers and the commentators on your TV and radio stations. Show them new and exiting diamond pieces and they will talk about them.

No one ever won a war by taking potshots at the enemy, and no one ever won a market with sporadic and disassociated promotions. Consistent and continuous planned programs for promoting your store and diamonds do get results, do bring traffic into your store. For example, stage an annual Diamond Week, in which your advertising, windows and interior displays focus attention on the gem.

From this point on, it will be up to those who actually sell the diamonds to take advantage of the opportunities for sales created by your promotion efforts.

Selling At The Counter
You have studied your market and have stocked merchandise for those to whom you wish to cater. You have established your image, done your promotions, and attracted traffic into your store.

Now comes the payoff—selling at the counter.

Every diamond purchase is highly important to the purchaser, whether it be a quarter-carat or a five carat engagement ring, a gold pin with a single 10-point diamond, or a necklace with dozens of carats.

Therefore, every diamond customer must be treated individually. No matter what your store image—even pressure cooker—your diamond sales will be easier, surer, if you give the customer more individual treatment than you give customers for other merchandise.

There are three principal appeals on which the best diamond salesmen draw, sometimes only one to a sale, sometimes a combination of all three:

- Romance—a diamond is a gift of love and a diamond is forever.
- Information—a diamond is for real.
- Fashion—a diamond is for now.

These are more than appeals. Actually, each contributes to the background and the framework for the selling situation, whether the purchase is a diamond engagement ring or a diamond gift.

Selling With Romance
No two diamonds in the world are exactly alike. They are as individual as fingerprints. They are as unique as the love each man feels for his beloved, and she for him.

Diamonds are a miracle of nature, just as love is. The hardest of all minerals, they will endure forever. Unique in their structure, like little prisms, they will reflect all that is put into them, just as love will.

It is no wonder, then, that this jewel of such beauty and such meaning is the symbol of the single most important emotion known to man.

When a young couple in love enter your store in quest of the symbol of love, they are enjoying a very special emotional experience. Try to remember what it is like. Help them to find the very diamond that will capture and hold these moments for them forever.

You are a part of their adventure. So there’s no place in this scene for an insensitive salesman. You have to understand love, and in-love-ness. No one expects you to be gooey about it. Just have the empathy to take pleasure with the couple in search of their diamond. Be a happy jeweler.

A diamond room is part of selling with romance. There’s a certain togetherness when you and the couple are alone with the diamonds under consideration, away from the rest of the store. If your security arrangements permit your leaving them completely alone for the moment of final decision, so much the better.

Granted, price tags are not very romantic. But times have changed. It used to be a sign of consideration for his fiancée if the young man came to the store first to discuss the price range he could afford for an engagement ring. A general selection of stones was made in the acceptable price range and the boy would then bring in his fiancée for the final selection. But there is a growing trend in the other direction. An intense feeling of togetherness among young people today tends to make it unnecessary for the young man to shield his fiancée from the reality of price. Some young couples are vitally interested in price while others lean more toward style. Style is usually a better starting point, of course. Once you resolve the style you can easily determine the proper price range without upsetting the aura of romance.

Selling Diamonds (continued)