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Interactive Diamond Selling Guide

Aug 8th, 2014

Interactive Diamond Selling Guide

There are only few voices in the industry that need to be heard more…Mel Moss is one of them. Mel is a respected, trusted diamantaire based in Vancouver, and every month (give-or-take) he shares his views on developments in the industry. Bookmark his news page.

Last month Mel proposed the “Interactive Diamond Selling Guide”– an industry-driven narrative and guide that will hopefully become a standard for many independent jewellery retailers and professionals. The Mission Statements for this innovative tools reads as follows:

“This sales approach is based upon the concept of creating a standard memorized and practiced script for diamond sales associates. The framework will attempt to create a consistent selling approach with planned answers to questions that commonly occur. The goal is to lead to a better sales completion rate. The framework will need to be adapted to each retailer’s vision of their personal diamond preferences and value added initiatives. The underlying premise is that diamond sales specialists need to lead a customer to sale closure and that this is best achieved by conveying knowledge and confidence. In order for this sales approach to work the users and contributors must accept the idea that memorizing a prepared script is the best way to inspire trust and confidence in the sales professional. We are providing the outline and will build the program based upon your contributions. This will become a living document.

It is imperative that each diamond sales associate memorize a standard script (including answers to commonly asked questions) that will demonstrate their stores’ individual focus on the type of diamonds they chose to sell. No retailer can be all things to all clients; the word focus is important as the focus is the starting point of building a value added proposition. This sales approach relies on constant role play as part of staff training. The confidence of the diamond sales associate will increase with continued practice and will result in a higher rate of sales completed. If staff is unwilling to be active participants in their own success by memorizing and practicing their craft on a daily basis then they will fail to reach sales targets and become a liability to the company. Practice is essential and repetition is the key. Sales professionals always need to improve, modernize and further perfect their craft.”

This should change the way diamonds are presented…sold.


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