Their personality captures your attention and you really want to listen . Their income depends on their outgoing personality . They know this is the reason you will give them a good tip . Most restaurant owners look for that personality when they hire waitresses and waiters . Most jewellers do not , especially if they lack that enthusiasm and smile . They tend to hire in their own image .

To make my point , check the enthusiasm of your salespeople when they greet their first time customers . Then ask them this question , “ When you wait on a customer for the third time do you find it easier to smile and be more natural then when you greeted them the first time ?” The answer I always get is , “ Yes .” Then drop the other shoe and ask , “ Why do customers have to come in three times to our store to get the greeting they should have received the first time ?” They will get the message . Waiters and waitresses are already trained for you . They show their smile and enthusiasm right away and have that happy outgoing personality with all their first time customers .

That is what it takes to sell fine

jewellery . Salespeople should be reminded that jewellery stores are the only retail stores that customers come in to buy almost exclusively for a happy occasion . It stands to reason they should be happy too . Many of these waiters and waitresses would like to have a job with the better hours you can give them and especially to be selling jewellery . Just make sure you always have a business card handy .

My second choice are the salespeople at the cosmetic counters at department stores . Many of these departments are leased and the lessee gives these salespeople that special training that wins over customers . They are also well dressed , wear the right makeup , their hair is perfect and they know how to smile . They are excellent choices for selling fine jewellery .

My third choice are residential real estate salespeople who sell the more expensive homes . They don ’ t prejudge customers and are not hesitant to show your most expensive jewellery . In fact , they are very comfortable taking the initiative to show a three carat diamond or a diamond necklace for £ 20,000 . We hired a sales lady who was a top real estate producer . She was tired of working on weekends and besides , she loved jewellery . Her sales took off right away and she became our leading salesperson .

I would think twice about hiring an experienced salesperson . You could be hiring some other jeweller ’ s mistake . In fact I made that mistake when I opened up our mall store . These salespeople had the product knowledge , but not the

personality . After a few months I realized I had to make changes and the most important one was to hire by the smile .

It was easy to teach these enthusiastic salespeople because they had the motivation to learn . As soon as I replaced the experienced salespeople the sales took off and after a few months sales were up 20 % and better yet , more repeat customers because these salespeople were eager to develop a clientele . Of course , I paid them individual commissions . All of these salespeople I have recommended work on commission and expect to be rewarded on their individual sales . If you have a group quota , they may not be interested . These salespeople have confidence in their sales and want to be rewarded on their individual achievement . Put yourself in their position . If you were coming from a job that paid commissions wouldn ’ t you want to be rewarded for your individual achievement ?

I know some of you may be hesitant about hiring new salespeople primarily by their smile because they lack product knowledge . I found these salespeople were eager to learn and they learned fast because I took the time to give them my individual attention . I found that when they made a mistake , customers really didn ’ t care because they liked that salesperson . Before you say , “ I don ’ t have the time ,” I am going to stop you , because then you are the problem . You don ’ t know how to manage your time by doing the three most important duties of a jeweller , delegate , delegate , delegate - but that ’ s another article .

ABOUT ZELLING

To help you get started , go to Leonard ’ s website , www . zellit . com and order his best selling sales manual of proven jewellery sales techniques . Now available , “ Leonard Zell Live ” A full day sales seminar recorded live on 3 CDs . You may also E-mail Leonard at zellit @ aol . com for further information on this article and for answers to any of your questions on selling and management .