Just find the perfect pitch and you’ll maximize sales, or so the thinking goes. Thousands of books have been written on sales pitches – the ideal strategy for maximum results. What’s wrong with this? Why don’t pitches work?
Successful sales are not about a pitch. If you’re focusing on a perfect script to clinch sales, you’re missing the mark. Here’s why:
- Ditch the pitch. A rehearsed pitch is like a pick-up line. It has a canned quality that your customers immediately recognize, turning them off. They’ve heard it before. When you open with the standard “Hello. How are you today. How may I help you? Are you looking for something in particular?” (rehearsed thousands of times), they shut down, responding with, “I’m fine, thank you. Just looking.” They recognize a pitch and shift into avoidance mode.
Instead, do something unexpected to surprise them and jolt their attention. Compliment them. “I love your handbag!” “Your necklace reminds me of one I just saw Jennifer Lopez wearing on Pinterest!” Be specific, genuine and spontaneous. Or take them aside and confide, excitedly, “I just got in something special I want to share with you.” Show them a new estate piece or 5 carat diamond. Ask their opinion. “Do you think this Art Deco jewelry is in style today?” By sharing your enthusiasm for beautiful jewelry with them, you’re opening a channel of meaningful communication.
- Listen, don’t talk. The more you get your customer to speak, the greater the likelihood of closing the sale. Why? To begin with, the more they say, the more you can understand what they’re really looking for and the motivation behind it. Really listen. Ask probing questions. “Is this anniversary gift for a special anniversary?” “What other gifts has she most liked?” “Is the purpose of the gift to impress, or to touch a sentimental chord?”
“When people talk, listen completely. Most people never listen.” – Ernest Hemingway.
Secondly, the more the customer speaks, the greater their investment in the sale. The experience becomes about them and their story, not just about the piece of jewelry.
Finally, the gap of silence is crucial, especially at closing. It gives the customer time to gather their thoughts and make their decision. Look for cues they’re ready to buy. Read their facial expression. There’s a reason it’s called a conversion. Watch for it. If a customer is holding or wearing a piece and doesn’t want to return it, that’s a good sign. Don’t be afraid to stop talking and pause.
- Focus on nonverbal cues. As much as 93% of communication is nonverbal. Selling is not primarily about content and reason. While you’re focusing on the content of a pitch, such as rational selling points for the jewelry (long term value, quality and craftsmanship), most of the communication between you and the client is taking place on a nonverbal, even subliminal level.
The more you’re focused on a scripted pitch, the more you’re missing out on the more powerful level of communication that’s taking place on the level of body language, such as gestures, attitude and tone.
Project a poised appearance, confident, but not aggressive. Be friendly, open and receptive. Use humor. Laugh and relax. It’s contagious! Your customer’s indulging in a luxury and creating a memorable experience. The more they’re enjoying themselves and having fun, the more likely they are to celebrate by completing the sale. This is why selling in a party atmosphere, such as a ladies’ (or men’s) night out with wine is so effective.
- Connect emotionally. The most powerful communication with your client is taking place on an emotional level. Focus on connecting on this deeper level. “Reach out and touch someone.” Find a common bond to develop rapport. Do you have friends in common? Share interests or hobbies? Belong to mutual clubs, social or church organizations? Compliment them, their taste and appearance. Show you’re trying to help them solve their problem. Be genuine, not scripted.
- Develop long term trust. Customers buy from jewelers they trust.
“When the trust account is high, communication is easy, instant and effective.” – Stephen R. Covey.
Over time, you’re sharing in your client’s most meaningful moments – engagements, birthdays, graduations, births of children. Clients develop a trusted connection with you as their jeweler that can stretch over generations. Their trust is the bond that connects you and generates successful sales relationships.
So stop pitching and start connecting. You’ll get more satisfaction – and more success!
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