Instore- Displaying Diamonds
Co-ordinate your displays to your presentation
• Display your diamonds in a manner that follows your customers thought process
• What do they ask for first?• What is their line of decision-making?• Balance that with.. Where do you take the
conversation in your sales presentation?
Get what you will need closeby
• You do not want to have to get up and leave the site of the sale to fetch a sales tool.
Prepare your sales aids
Follow the logic!
20-40-40
Use the 20-40-40 rule
• Put the top 20% of your merchandise on individual elements.
• It deserves it!• Treating it special helps make it special
Now for the middle 40%
• Use low density trays• These are special..just not as special!
Lastly, the bottom 40%
• We really have selection• These are a great value
Display loose stones without distractions
Be careful with props
Make sure your store branded goods are displayed to their best advantage
Their brand vs. your brand
• them
• you?
Consider a display for your branded goods that equals the one you got with that other brand
Bring your selling points
Use signage to help communicate selling points
Remember!
• How you display your diamonds can make huge differences in your sales results
• Make the selling experience flow by being prepared
• Sell more big diamonds by displaying them in a way that makes them more distinctive
• Keep loose stones displayed clearly• Don’t shortchange you store brand goods