Wanna Rock in Sales? Read This and Learn How

This is one of a series of articles by Mónica Arias, Excellence Expert specialized in Sales & Customer Service for luxury brands based in Buenos Aires, Argentina. These articles will focus on ways that jewelry and luxury sales and marketing professionals can improve their techniques.

Dear Jewelry lovers, I am back! You may or may not have missed me, but this does not change the fact I really missed getting in touch with all of you. I will not hide myself under naive excuses for not being able to write you more often. I am, as everyone else these days, caught up in hectic agendas and endeavors … but I am also investing time and effort to improve the quality and value of my articles (OK, I accept this was a good, original try to say I am sorry!) 

Anyway, I am happy to reconnect, and having said the above, hope you will forgive my absence and find the following tools really useful in your daily routine : )

OK, time to get to work: You are already aware of the fact that I am a “question-like-kind-of- fan.” So, the first and most important step you need to address to rock in sales is to have your own, unique, personal and strategic list of questions to make. Most of them will certainly be open questions, like the ones starting with the words: “What, when, where, which, etc,” which in time will help you craft your personalized list of likes, dislikes, pros and cons about each of your customers and prospects.

But you also need to have a good deal of close-phrase questions ready because, these help many times to define a deal (they get the client´s answer easier) Do not roll your eyes please … remember I am speaking out of my own experience!

Now, you will definitely use these questions at the very end, when there has been strong reluctance from your client to say “Yes” to your proposal for more than five minutes. For example, a close question to define a sales presentation could be: “Certainly, let´s agree this piece is by far the most adequate pair of earrings to match your lovely, colorful necklace, but, most importantly, it simply highlights your beauty and show the best of your refined taste …don´t you think so?”

Or, you may say something like: “I am pretty sure your wife (lady, love, etc) will certainly adore the idea of wearing this matching piece, but what is more important, from my point of view, is the fact that you are here, taking time to choose something lovely for her as her next gift from you, and that makes all the great detail and the difference…don’t´ you agree?”

Secondly, I am going to introduce you (again!) to taking your job as joyfully as possible. You see, to work surrounded by beautiful pieces, most of them one-of-a-kind, has to make you think of the privilege of serving customers in this segment of the industry, in a moment when all seems to be falling apart. Your clients are your treasure, as they are for the company you work for, of course. But you have a double responsibility towards them, because the first contact they make with the company is through you.

What do I mean by this? Am I saying you need to suffer if you are not happy with your results … or maybe I am stating that you should be a servant and say “Yes” to all your customers to avoid confrontation? Not at all. Customers love to have a sound, intelligent word crossing with a salesperson who calmly states their point of view. I am not suggesting you need to quarrel or enter into an argument with them. I am just warning: Do not think that always saying OK to your customers (eg: when they ask for a discount, say something that looks down on any part of your presentation, speak badly about your product, etc– yes, customers can be very rude sometimes) makes you a great salesperson or will definitely drive them to the cash-register.

When you have done a good job, and have kept control of the sales process, showing empathy, being kind, understanding your clients’ needs, allowing room for their objections, discussing frankly on the price options, offering adds-on to your possible sale, it is just a matter of believing firmly in yourself to close the deal. No need to run to your manager and ask for discounts (unless this is extremely necessary or the sales is huge). Or tremble and show your fears to the customer, or even worse: to say “okay” when you know it is not okay. Sometimes, a frank dialogue to discuss your client´s point of view will open up a window through which you will see a different landscape to the possibility of closing. And the client (provided he or she is not a lunatic, of course) will greatly appreciate your point of view, even if it is completely different from theirs.

If you love selling jewelry, start enjoying going to the edge sometimes. It makes sales so much fun and rewarding. It makes your working life so much wonderful and joyful. Your bank account will be happy you do this on a consistent basis.

Mónica M. Arias
Excellence Expert: Helping you discover how to reach your next level through excellence.
contacto@monicaarias.com.ar
Copyright 2012

Emotional Marketing: Three Ways to Surprise Your Clients

This is one of a series of articles by Mónica Arias of Excellence Consulting, a luxury sales and marketing consulting firm based in Buenos Aires, Argentina. These articles will focus on ways that sales and marketing professional in the jewelry and luxury industries can improve their techniques.

We are slowly leaving the age of knowledge and information. Businesses are now being flooded by the age of transformation represented by emotions and well being. This process applies to all of us. You can transform yourself and benefit greatly by assisting your clients with high value service.

For you to be tuned into this new paradigm, you need to focus on crafting ways to surprise them emotionally. Here are three steps you can easily put into practice at practically no cost.

Write a “Thank You” email
“Thank You” emails have the effect to make a great emotional impact on clients (although some of them would hardly recognize it) specially if the text not only includes a “Thank You phrase.” Try being kind but involve yourself a little bit through your message: An example would be:

Dear Ms XX,
Thank you so much for your purchase of XXX…in our store at ZZZ. It has been a real pleasure to meet you and assist you in acquiring the magnificent… (description of pieces, name of collection, materials, etc). Let me also say that having the chance to learn through you about XXX (here you may recall parts of the conversation, or a special topic you both talked about) was really interesting and I appreciate very much the time you spent talking about it with me.
I would also like to express my gratitude for having chosen our company on this occasion and look forward to staying in touch so I can assist you shop further in the near future.
Thank you very much!
Sincerely,
ZZ

Leave a short voice message 
Once you sent the “thank you” email, wait for two or three weeks and leave a short message either in the client´s answering machine or cell phone, saying something like this:

Hello Ms XX…this is XXX from … Hope you are doing great. Just a brief message to learn how are you enjoying your new… (repeat description of the jewel  here). Please feel free to call me at XXX or email me at XXX and tell me how you feel wearing it (them) as I will be delighted to hear from you. Look forward to hearing from you soon. Thank you very much … bye bye.

The bad news is many clients will never reply to your emails or voice messages. The good news is some of them definitely will, and they are the ones you will have to surprise with step number three:

Invite your client to come back 
If your client has answered you via email or phone, you need to be ready to invite them back to the arena in writing (even if you have talked only half a minute on the phone). Try something like this:

Dear Ms XX:
What a nice surprise it was to learn about you and have the chance to chat! Thank you so much for sharing a moment with me about how you are deeply enjoying your new (repeat description of pieces).
Since I promised to keep in touch, I am excited to tell you I have received some new pieces that can match perfectly well with your (repeat description of pieces and collection if applicable). Here are some pictures for you to enjoy (do not get stuck in trying to find the “perfect kind of photo” to be sent, any picture taken with your cell would do for the sake of emotional impact).
Aren´t they just lovely? Wish you could stop by and try them on since I truly think you will definitely adore them. How about having a drink (coffe, sip of champagne, whatever) in our store next week and give them a try? Is Wednesday afternoon for instance, a good time for you to set apart and share a new magical moment with me?
I can´t wait for your answer!
Warmly,
ZZ

Although there are plenty of situations in which these three steps will not apply, you can play with the patterns here and use other words from your own emotional vocabulary to adjust your pre and post sales processes and show expertise and concern. You can easily learn to connect not just speak to your clients, both verbally and in writing.

More strategies you commit to, the more you will connect, listen to and learn about your clients. Be patient and keep on learning as time is essential in the construction of trust.

In order to expand their highs and show their magnificence and beauty for us to appreciate, some trees take a long time to let their first shoots be seen. In the meantime, you could say “nothing” was “really going on” because you were not able to “see” the physical plant growing.

Excellenct service cannot be “seen” or “measured” either, at least, initially. However, it will be a gradual process that will give you and your clients enormous satisfactions, because even when you think nothing is going on, your clients will feel it, experience it and remember it, right from the very beginning.

Mónica M. Arias
Excellence Expert & Consultant: Helping you discover how to reach your next level through excellence.
contacto@monicaarias.com.ar
Copyright 2012

Three Language Secrets to Improve Your Sales

This is one of a series of articles by Mónica Arias of Excellence Consulting, a luxury sales and marketing consulting firm based in Buenos Aires, Argentina. These articles will focus on ways that sales and marketing professional in the jewelry and luxury industries can improve their techniques.

Language is one of the most important means of communication. Words are vital components of language, and so are gestures, looks, movements, sounds, art, music, and of course, silence. (Many people feel uncomfortable with silence, yet, it is such a remarkable excellent tool both in life and in sales.)

As effective communicators, we sales people need to be aware of our messages: sometimes “unwanted” words and gestures come up, and fluid communication becomes somewhat difficult. That is why it is so important to think how we are going to use words with clients before actually being with them. Rehearsing some language secrets in advance will turn your communication into a more fluent, transient and empowering experience for your clients.

Secret Number One: Avoid Labeling
Broadly speaking, when we openly or mentally label a situation, a person, a feature of ourselves, it is always with a negative connotation which tends to limit possible different ways to keep on growing, especially in the sales arena. This is because labeling is a means to narrow our minds and has the effect to “filter in” only the information that will serve as consistent evidence that back-up the labels we created. You need to remember that our mind is sometimes tricky: you cannot trust it very much; it may lead you to make big mistakes.

So, in order to avoid labeling, every time you have a tendency to judge, simply act as a judge and instead, use language to reason, ask yourself: “What is the real evidence I count on to make such an assumption about this person, situation, myself, whatever?” “What questions could I make in order to learn more about this and check if I am making a sound conclusion or a stupid one?” “Why do I post this “identity label” to myself and keep it in my mind when it does not help me in my work—and life—at all? What is it I need to say or do differently in order to produce the outcomes I desire?

To help you with self-criticism, just refer to (the situation, the other person – whatever ) in a positive, inquiring manner: “I am such a great salesperson! Isn't it great I am able to improve my performance by learning new language strategies?” “She is a very reserved and quiet client, what could I say to her (or what words would I choose) to open up the dialogue without sounding pushy or invasive given her reluctance to speak?

Note that whenever I get you through this column, I reinforce the idea of making lots of open questions everyday, all day long. They are really helpful and have the advantage of erasing all psychological tricks to labeling.

Secret Number Two: Use Tag Questions
This is such a simple, wonderful and effective technique. You will find it very useful, especially when you have established good rapport with clients. Question Tags are known as “positive change facilitators” in Neurolinguistics because they reinforce “buy-in” behaviors. You can even apply them to reinforce the client´s “mood” of the moment: “You know Ms. XX, I truly believe you are going to enjoy this beautiful ring for many years to come and in plenty of occasions, don´t you agree?”

I am pretty sure once you start noticing how helpful this tool is in getting results, and once you feel comfort in expressing question tags,  you will feel encouraged to use it more in your daily working routine.
 
Secret Number Three: Neutralize objections with “And…”
Your clients will come up with thousands of diverse objections rather than price or payment. They will tell you even interesting things about family matters if they have in mind to get you up in their roller coaster of “not being sure” or “not being ready” to purchase. We know and expect that. After all, it is in the very core of human nature to struggle a bit before closing a deal, just because…

Therefore, when a client posts an objection and he/she says something like: “I am really scared to make this step,” take a few seconds and magnetize your suggestion: “I understand Mr XX…and that means you are someone conscious about your important choices. Plus, fear is part of human nature, isn´t it? Although I am sure you will agree that our best decisions come associated with a little bit of fear just because it is an ingredient of getting something is worth having. Don´t you think so?”

As professional salespeople in the luxury market however, we have today what I believe is an unprecedented historical opportunity to take advantage of the person-to-person interaction. You can harness language tools and use them purposefully in the direction of positive change, whether it is closing a sale or coming to an agreement.

Make the effort. Study these secrets further and apply them right away, they will help you go beyond your imagination and sales goals.

Mónica M. Arias
Excellence Expert & Consultant: Helping you discover how to reach your next level through excellence.
contacto@monicaarias.com.ar
Copyright 2011