First, you must really understand the market. You need to obtain certifications, which are usually provided by reputable international organisations. These offer courses for both experienced jewellers and newcomers. You need to be able to identify a gemstone and also estimate its market value.
Unique brand will be a huge advantage
To compete successfully with business rivals, you need to get ahead of them. Strive, therefore, to create a truly unique brand. If you run a brick-and-mortar shop, you should put customers at their ease. Create a welcoming environment that doesn’t intimidate people. As regards online presence, it is about giving your brand a truly unique character.
Be trustworthy and knowledgeable
When conveying your sales message, you should be careful about your tone of voice. Selling jewellery face-to-face must always come across as a positive experience. You need to convey positive emotions and enthusiasm.
You also have to build trust, so act like someone who really knows the field of jewellery. A memorised pitch can instantly kill the sale. Don’t sound like a robot: you need to be genuinely interested in gems. This is according to an article on the business2community.com website.
Educate your customers
You cannot merely put a list of gemstones on your website. You should add a brief background to each item and publish guides for buyers as well as articles that will educate customers so they can make a well-informed decision.
Your staff should also be able to provide insights to customers as and when required. Of course, in the case of a brick-and-mortar shop, sometimes it is good just to let customers try the jewellery without your being too obtrusive. There are moments when it is good to be quiet and not try too hard to sell.
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