How Jewelers Can Increase Sales By Listening More – JCK

Jewelers and jewelry salespeople have great jobs, according to author Christine Miles: They sell an item that typically involves joy, creates positive experiences, and challenges you to be a great listener so you can sell more.

Wait a minute, what’s the last one? Why would being a great listener be a key aspect in jewelry? That’s where Miles made me want to talk to him more. As author of What does it cost you not to listenMiles has trained herself and hundreds of others to ask questions, listen carefully, and develop specialized skills that help any profession, especially a highly sensitive field like jewelry.

“People crave to be understood,” Miles says. “Jewellery is a fun purchase. There is nothing negative in the experience. The selling part is all upside down. You’re competing for who’s gonna make me feel better [as a customer].… But to create an experience, you have to have the story and then sell. Listening is a simple way to create the most amazing experience anyone can have. And it costs nothing. »

Miles is the founder and CEO of EQuipt, a training and consulting company that works with leadership teams to increase sales, develop employees and create strong cultures. She is also an executive coach and professional speaker. Plus, as we were talking for this interview, she turned out to be an excellent listener – after all, she’s developed something she calls the listening journey, which she teaches in workshops at companies, universities and other organizations.

Christine Miles
Christina Miles, author of the book What Does It Cost You Not to Listen

Personally, I listen for a living as a journalist, so I was intrigued when I read about the book. Miles was kind enough to personalize his advice to the jewelry industry during our conversation. For her, she says the jewelry has a heart connection to her father, who bought her pieces throughout her childhood.

Recently, Miles says she changed jewelers because she didn’t feel like she was being looked after when she visited the store. they didn’t talk to her in a way that got to know her. She thinks this type of experience is quite common for consumers, but good jewelers know that taking the time to learn about each customer is key to creating the experience people want in-store.

“When someone comes in and feels understood — not just listened to but understood on a deep level — they’re going to come back because of how they felt, not just because of the jewelry,” Miles says.

For example, she recommends jewelers avoid asking people looking for engagement rings things like, “What are you looking for?” Instead, she says jewelers should start by asking questions, such as “How did you meet?”

“People like to talk about themselves,” Miles says. “Don’t try to sell someone until you understand them. Tell them, “I want to help you make this purchase for life. The more someone spends, the more you want to understand them. Ask them: ‘What is missing from your collection? Why is this important to you?'”

For people who want to be good listeners, Miles recommends open-ended questions or statements such as: “Take me back to the beginning”, “Then what happened”, “What did you makes you feel”, “Tell me more”, and “Sounds like you felt…”

Miles had a great jewelry experience when she wanted to buy herself a ring after she finished writing her book. The saleswoman first asked her about her motives, Miles says, inquiring about the occasion, what the book was about and why she wanted a ring. Miles was so happy with the experience that she came back later and gave the saleswoman a thank you note and a signed copy of the book.

“People are rushing to solve problems. A salesperson’s job is to solve problems. You have a need and I can meet that need,” says Miles. “But it’s the result—it’s not the process… Think about what you hear to make sure you understand. Summarize the story before the sale. The most powerful story you can tell someone is their own.

Top: Christina Miles meets with executives, salespeople, and professionals of all kinds to help them “slow down to speed up,” or listen more to sell more and sell in a way that helps everyone. (Photos courtesy of Christina Miles)

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