Gift Focus inc Attire Accessories - Page number 142 - September/October 2021

142 to the customer, observe their non-verbal cues and engage them by paraphrasing their wants and needs back to them. It’s a technique often used to manage conflict, but it works especially well as a sales technique. In our current high street landscape, you need to treat each customer on a case-by-case basis, understand what is motivating them to purchase right now and why. Active listening can help you be a better sales professional and build stronger relationships with your customers in our post-Covid environment. Embrace new categories In the jewellery sector especially, we are already seeing new avenues emerge. For example, there is a growing number of people, understandably, looking for ‘memorial’ jewellery or pieces to celebrate the life of a loved one who has sadly passed away. You may be experiencing similar demand. Embrace these challenging conversations and make them a part of your sales process. Similarly, with the wedding market, spend some time listening to your customer’s horror story of booking, cancellations and re-booking – could they now have more disposable income to spend on a special engraved piece? Could you demonstrate some exceptional customer service by offering a gift with purchase that acknowledges their tough year? Have a heart When adapting your selling patterns, think also about who those sales benefit. Could you demonstrate your principles by partnering with a local charity? Customers will appreciate seeing your heart is in the right place, especially as so many are reeling from the tragedy and sadness of the last 18-months. Remember, this can’t simply be a marketing tactic as your lack of authenticity will quickly become apparent to your customers and potentially damage your reputation. Sustainability matters We know that issues of sustainability, transparency and traceability are big in all sectors right now. The ‘no prisoners’ attitude that’s growing among consumers (spurred on by ‘cancel culture’) has only been enhanced by the difficulties of recent months. Your effectiveness at making your business more sustainable is directly correlated with your desirability in the mind of the customer. Remember this, bring in new measures, communicate your successes and improve your bottom line as a result. Be the authority In the jewellery sector especially, the pandemic has impacted the price of precious metals, gemstones and diamonds. I am sure in your sector also there are shortages and supply issues. Choose to be the authority and communicate your expertise with the customer. Telling a customer that they can’t have something and why can actually be intelligent customer service and can prove to them your credentials as an authority in your sector. Remember time is money As a business owner, your goal in this post- Covid world needs to be to stay on your business and not just in it . What does this mean? You need to be the captain of the ship and not the quartermaster, first mate, boatswain, carpenter and gunner. If you’re too busy playing too many roles, you’ll never have the capacity to take a strategic approach to sales. My advice ahead of Christmas is to extricate yourself from aspects of the day to day that are consuming your valuable time. Do this now and reap the rewards as the New Year rolls around. The NAJ Summit 2021 will take place at the De Vere Staverton Park Estate in Northampton from September 11 th -13 th . Guests can attend for one, two or all three days and enjoy access to a ‘Suppliers Showcase’ and a schedule of masterclasses, workshops and seminars encompassing 50 experts across retail, marketing, social media, staff training, and employee engagement techniques. Please visit www.naj.co.uk/summit or email Garry. lane@naj.co.uk fo r details. Discover Helen Dimmick’s consultation services via www.helendimmick.com.