Here are a few tips from her presentation:
- Write down conversational details, including both personal information and what the customer has bought. You need to be able to remember personal details to begin building a relationship.
- Understand the marketing message you need to convey to different types of buyers. Special-occasion male shoppers want to know more about what effect the gift will have on the recipient than on about the item itself, for example. So be sure that your wish lists are up to date and you have several options to offer him in several price categories that you are sure his wife will love.
- Keep brides coming back. Set up the newly engaged with regular clean and check appointments that bring them back into the store to buy their bridal jewelry, wedding bands and attendant gifts.
- Women like to browse while waiting for repairs, cleaning or batteries. So take that opportunity to work on their wish lists rather than dismissing them as "just repair customers."
- Men's wedding bands are almost always an after thought and purchased shortly before the wedding, on the advice of bridal magazine checklists. At that point, the bride has likely run out of money. Follow up early on that purchase when funds are still available in the wedding budget.
- Men want convenience. So make it convenient. Make an appointment for them and have everything ready. "If you have four options in different price points, any of which she would love, he's going to look at the four items, ask a couple of questions and point to one. Guys want to be in and out of the store in five minutes.
- If you make an appointment with a customer, you will be prepared to greet them by name and look up personal details.