Our customer John (John) for 25 years, he is a man of the third millennium, if you like. He walks into your store, armed with information he collected from web pages, and tells you what he needs: a ring with a round brilliant diamond cut diamond weighing 1.50 carats, color G, purity VS-2. And he indicates the price range that corresponds to your diamond cost of this size and quality!
What should a retailer do? Before you think, "Well, here you go again!" And lose another sale in favor of the Internet, you must be tuned in such a way as to surely translate this scenario into reality. The faster you can turn it into an advantage for yourself, the faster you will restore these sales volumes.
Your first step? DO NOT show him what he asked! If you immediately show John your diamond weighing 1.50 carats, the colors of G, the purity of VS-2, you tune it to the idea that this is a "commodity". And he, probably, will ask you for the price, make a note and leave the store - forever. If he is firmly concerned about the price, you will never win against the Internet. Besides, do not go straight to the point. Ask John if he does not want to drink anything. Remember that you want to establish a relationship with him. There will be a lot of time to show the diamonds, but you first need to get some key information from this potential buyer.
Your first step is to ask John why he is going to buy a diamond. Even if you are sure that this is an impending betrothal soon, never make an assumption. In addition, if you ask him a question, he will have to say: "I'm going to be engaged." Now you have a reason to congratulate him, ask about his choice and various other details related to the upcoming betrothal. In fact, you helped raise the emotional level of your conversation with John.
Then give him the opportunity to feel satisfaction from the "research" he conducted. Ask where he was already looking for diamonds. You can find out that he only "saw" the diamonds on the Internet. Many potential buyers actually believe that they can look at the diamond certificate and take an informed decision based only on numbers and letters (and probably the schedule) without even looking at the diamond itself! Now it's time to show your experience and give John a small consultation on diamonds and laboratory certificates.
Maybe you want to tell him something like: "John, would you understand that Nina will be" the only one "for you, just by looking at her driving license"? Of course, he will say no! You can use this simple analogy to explain that, although the laboratory certificate gives important information about the diamond, the only way to really feel the beauty and personality of a diamond is to look at the diamond itself! Now say something that will cause John to present "the very moment" when he makes an offer or when Nina brags about her new engagement ring in front of her girlfriends. "How do you want Nina to react when she sees her ring for the first time?" John, perhaps, will answer thoughtfully and emotionally: "I want her to like it very much," or "I want,
If you sell a branded premium diamond, then this is the right time to show it. If you do not have brands, then you need to offer your finest diamonds (for example, better quality). Now it's time to discuss the light characteristics of a diamond, or how a diamond refracts light. (John will pay attention to the term "light characteristics of a diamond", since men are generally associated with the characteristics and indicators of ... cars, in sports, etc. Yes, it is.) The highest light characteristics of a diamond is what allows a diamond Be visible at the other end of the room, even if it is not the largest diamond in the room! John will have no choice but to think about Nina, how she wears her wedding ring, and undoubtedly he will want to find for her the most beautiful diamond he can afford.
Of course, at some point it will be necessary to touch on the issue of color, purity and weight in carats, but John needs to understand that the most important factor related to beauty is the CONSTRUCTION. If you have any devices that will help demonstrate the cut, then this is the right time to use them during the presentation of your diamond. Remember that you want to let John know that YOU are an expert on diamonds (and not him!). But do not go too far into technical details, talking about the corners of the crown, the percentage of the site, the depth of the pavilions and so on. Such conversations distract from the emotional state that has been created so far. In fact, some devices can help to understand all the technical details and will allow you to get a visual visual image that will show John,
Here are a few suggestions that can help turn a buyer on the Internet into their loyal customer:
1. Keep in mind that some websites use the term "ideal" to describe the cutting of some of the diamonds placed on them, even if these diamonds are evaluated by laboratories that do not even use the term "ideal" as an evaluation category. If the customer says that he saw the "perfect cut" online at a much smaller diamond than yours, then ask questions. Ask which laboratory issued the certificate. If this is a different laboratory, and not the American Gem Society Lab (which introduced the term "perfect cut" and has stringent criteria for its application), then clarify this discrepancy. Say that the Gemological Trading Laboratory of the Gemological Institute of America (GIA Gem Trade Lab), for example, Uses the term "Excellent" to denote the highest category in its system. You will be thankful for your knowledge and explanations, and this may prompt an online buyer to make a purchase from you.
http://www.thediamondloupe.com/depth/2015-05-30/how-make-customer-out-internet-shopper
No comments:
Post a Comment