A retailer needs to have a great sense of humour, a degree in psychology, be a clairvoyant, a mind-reader, have the patience and tolerance of an angel and be an expert on the weather ... and that's before they even assist with a purchase! A hide as thick as an elephant's wouldn't go astray either.
During a survey of our customers, when we enquired what they valued most about their jewellery buying experience, the answer was "being made to feel special". In other words, we need to establish a rapport and empathy with our customers – hopefully they intend to spend money with us today, so we must make it an enjoyable experience.
Another highly-rated response was "acknowledgement by staff when entering the premises", whether it be a smile, a hello, or even a simple declaration that "somebody will be with you soon" during busier times. Those first few minutes are important; if customers exit the store before contact is made, they won't be coming back.
Sure, sometimes there are a few stumbling blocks to be overcome. For example, the customer who leads with "Just looking, thanks" before there is even a chance to greet them properly – how many times a day do we all hear that?! This is the time to play tag-team. Give a few minutes as the customer moves around the shop and allow a different salesperson to engage them.
"Are you looking for a gift, or something for yourself?"
This usually leads to some kind of conversation and allows staff to show product they believe to be suitable. Once product is shown, staff can begin to sell them on the merits of the piece – the item's practicality and visual impact, because male shoppers love their purchases to be useful as well as beautiful.
Throughout the exchange, remember to have a positive attitude, be sincere and don't be pushy. The customer has to feel that he or she has been in charge and that it is they who ultimately initiate the purchase.
Some of my best customers are the ones who look as if they couldn't afford a battery, let alone fine jewellery. Men often come in dirty workclothes, mud on boots, and they're in a tremendous hurry – her birthday/their anniversary is tomorrow and he "hasn't had time" to even think about the occasion or the gift.
In this scenario, staff must act quickly; there's no time to waste. He also wants you to do the thinking for him, to produce a solution to his problem and to ensure that solution has the "wow" impact he is seeking.
It helps to know the recipient – I once sold the same item to a gentleman twice! Surprisingly, they're still my customers. This is why one should keep notes on their regulars, which can also be used to remind them of approaching anniversaries.
The weeks leading up to Christmas are particularly hectic, and everyone is working longer hours, not just the retailers. Consumers have less time to shop and, even if they know what they want, they don't always have time to look for it. This is when we can do the groundwork for them – locate the item, engrave it, wrap it and, yes, even have a card ready for them to complete when they arrive in a mad rush on Christmas Eve.
Customers come in all shapes, sizes, ages and types, and it's up to us to find how to best serve each one. For customers who are frail and elderly, we deliver. For nervous customers, we find ways to guide them through the process even when extracting information about their purchase is like extracting teeth.
One young man came through our door three times, but turned on his heels each time he was greeted. His intention? To purchase an engagement ring. Once we finally helped him to choose a ring, he went as white as a sheet as he contemplated the enormity of his decision and almost fainted – a chair and glass of water were quickly produced. Of course, she said "yes".
We have all had customers who have "checked it out on the internet" and who "know all about diamonds". It can be a challenge, but always smile, be polite and congratulate them on their good taste.
What about the dual lay-by conundrum? – he has a lay-by of which she is unaware; she also has a lay-by that he doesn't know about. Ideally, the gifts are for each other, though one can never be sure. In the meantime, we mustn't get them mixed up and can only pray they don't bump into one another when coming into the shop.
On those difficult days, I like to remember why I chose retail – the whirr of EFTPOS, the clink of the till, the unpredictability of customers, the challenge of the sale. It's the ultimate gamble; it's what we love.
Margaret Fay, Fay Jewellers