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Key Takeaways:
• Curiosity helps sales teams build trust by redirecting technical questions toward the emotional reasons behind a purchase, such as a proposal plan.
• Deep inventory knowledge, including the stories behind specific lines, allows sales staff to match products to guest needs more effectively and confidently.
• Embracing curiosity regarding new technologies and business practices helps teams distinguish between valuable innovations and temporary fads without judgment.
While the old saying is that “curiosity killed the cat,” we know that’s not always true! After all, curiosity has carried sailors across seas, explorers across new worlds, and astronauts into space. Curiosity, some would argue, is the most human trait there is. And because curiosity is so human, it helps us connect with others. It can even be a superpower for sales teams if they know how to use it effectively.
In jewelry sales, it’s often guests who ask most of the questions, seeking information on a piece’s technical specifications, cost, and more. So when working with a guest, curiosity isn’t always about asking more questions; it’s about asking better questions that help us connect with guests.
In many cases, questions come from a lack of trust or confidence. A guest might feel that, if they can ask the ‘right’ questions, they’ll have enough information to make the ‘right’ choice. But this reduces jewelry to a commodity, and we know that buying a meaningful piece isn’t the same as buying a toaster oven!
I find that the solution is to reassure the guests that they’ll get all the information they’re looking for, then redirect the conversation to the reason they’re buying the piece. I’ve had incredible results saying something like, “Mr./Mrs. Consumer, you’re asking some really great questions. I’m going to make sure I answer all of them, and everything will be in writing. Our name and reputation are right on the door, and we love this business so much because we get to be a part of the greatest moment in people’s lives, getting engaged! So, whether you buy the diamond from me or not, I’m just curious: how are you going to propose?”
This response meets the guest where they are, and questions like this one cut through the noise and make a real connection. Talking about their proposal plan, relationship, and partner helps refocus the conversation on why they’re buying the piece, rather than what they’re going to buy. This personal connection helps break down the trust barrier and gives you more insight into what the guest is really looking for.
A great way to build this skill is through weekly meetings. Encourage team members to share the breakthrough questions that have helped them connect with guests. Consider why these questions worked well, and how you can use similar questions with future guests. Over time, your team will develop their skills in using curiosity to make genuine connections with guests, leading to better sales and more returning business!
Mastering Your Inventory Through Curiosity
I’ve spoken in the past about the power of knowing your inventory. This knowledge is the first step toward selling more out of the case, and in the current market, that’s a valuable skill.
I often challenge sales teams to find a piece or line that their store carries, but they don’t know much about. Then, I encourage them to ask questions and learn more about those pieces.
Repeating this exercise every week helps sales teams build confidence and product knowledge that will translate to sales. The more you know about your inventory, the easier it is to match pieces to guests. If you know your store’s inventory inside out and backward, it’s easy to listen to a guest’s questions, needs, and story and make a shortlist of great pieces. Then, you can dazzle them by showing just a few options, all of which would be a great match. The easiest sale in the world is selling someone something they already want!
It’s about more than knowing the carat weight and clarity – the teams that succeed know the stories of their pieces. If you’re chatting with a potential buyer who mentions they’re shopping for their daughter’s graduation present, and you carry a line with a theme of women’s empowerment, that story can help your guest make an emotional connection to a piece you carry. Don’t underestimate the power of a piece or line’s story to help you sell!
Asking the Right Questions About Your Business
In this age of AI-everything, lab-grown diamonds, and variable gold prices, it can seem like the ground is moving under our feet. I’ve said it before, and I’ll say it again: “This is how we do it” is one of the most dangerous phrases in business. We can’t ignore new tools, technologies, and techniques that our competitors might be using!
This is another time when curiosity helps sales teams succeed. To be curious about a new tool or strategy, you need to be open to using it, which can be a real challenge! Changing the way we do our day-to-day work can be tough, and leading with curiosity – not judgment – helps us keep an open mind.
However, curiosity also leads us to ask questions like “How would our clients respond to this?” or “How much time would this really save?” This lets teams make smart, savvy decisions about which new tools will really help them. When you take the time to understand new technologies or systems, it’s easier to spot game-changing solutions and dismiss flash-in-the-pan fads.
How Sales Teams Can Use Curiosity Every Day
In a jewelry store, there are new opportunities to put curiosity to work every day! Whether you’re working with a guest, learning about new inventory, or expanding your knowledge of the business, asking the right questions and caring about the answers will take you far. It can also lead to surprising discoveries that make our jobs easier and more fulfilling.
For teams looking to embrace more curiosity, make it a topic at your next weekly team meeting! Sales teams can swap questions that help them break the ice with guests, investigate the lines they carry, and learn more about new business practices. I’m willing to bet that, if you integrate more curiosity into your sales strategy, you’ll find that you’re able to dazzle customers and infuse a little more positivity into your workdays!
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