JE Ass #2: Key Concepts PDF
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Gemological Institute of America
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Summary
This document discusses key concepts in jewelry sales, including appropriate appearance, knowledge of merchandise, and sales techniques to enhance customer relationships. It also addresses security measures and procedures during potential robberies.
Full Transcript
JE Ass #2: Key Concepts: A setting’s primary purpose is to hold a gem securely. Engagement and wedding rings are most often set with diamonds. Modern three-stone jewelry is promoted to represent the past, present, and future of a relationship. Your appearance should be appropriate fo...
JE Ass #2: Key Concepts: A setting’s primary purpose is to hold a gem securely. Engagement and wedding rings are most often set with diamonds. Modern three-stone jewelry is promoted to represent the past, present, and future of a relationship. Your appearance should be appropriate for your store and clientele. Knowledge of your store’s merchandise is essential to sales success. The approach and information exchange are the most important parts of the sales process. Your goal during the approach is to overcome your customer’s built-in sales resistance. Each customer and each situation requires a different approach. When customers trust you and your store, they’re more likely to buy from you and to tell others about their good experience. Gems and jewelry are attractive to thieves because most items are small and valuable. During a robbery, stay calm and obey the robber’s orders. The risk of a robbery is highest during opening and closing. A code word or phrase can help you alert co-workers to suspicious behavior.
