87SEPTEMBER 2010

b y E I L E E N M c c L E L L A N D

PREPARING FOR THE 2010 HOLIDAYS means rolling out the red carpet for customers. But before you can take care of your clients

properly, you may need to take a look at your staff. Several years of recession-induced staff cut-backs and a shift in priorities have put a crimp in customer service and employee training and morale, so making sure extraordinary service is your norm is more important than ever.

DELIVER CUSTOMER SERVICE THAT CAN BE SUMMED UP IN ONE WORD.

THE big sTory

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UZANNE DEVRIES, PRESIDENT OF DIAMOND STAFFING SOLUTIONS, says secret-shopping studies

have indicated customer service has been slipping, with up to 70 percent of stores showing signs of being severely understaffed and 50 percent showing evidence of poorly trained staff. In addition, selling beads and buying gold, both essential endeavors for many retailers recently, have proved time-consuming for key sales staff, who could be used to better advantage elsewhere. The solution? Devries says gold-buying and bead-selling should be viewed by stores as important, but separate, businesses that can be effectively staffed by well-trained, entry-level associates. Meanwhile, the importance of customer-centric services, such as taking in repairs or cleaning jewelry, needs to be stressed to all levels of staff. A continuous, in-house training program is a must. Mike Wilson of Wilson & Sons Jewelers in Scarsdale, NY, meets with his staff 10 to 20 minutes every day. Then, after Labor Day, he intensifies training for the season by inviting outside experts and brand representatives in, two to four times per

week. Not sure where to begin? Ask your most loyal customers what they don’t love about your services. Don’t take “nothing” for an answer. Every business has room for improvement, and an honest critique of your operation is extremely valuable, says Jerry Alexander, author of Love at First Sight: How to Make Your Prospects Fall in Love With You and Your Business Instantly.

GOOD: BEGINNER LEVEL CUSTOMER SERVICE 1 Smile.2 Welcome every customer who comes through the door.3 Remember that the customer — and the customer’s needs — come first.4 Know your product and make sure that everyone else on your staff does.5 Empower your employees to make customer-service decisions.6 Trust your customers by setting reasonable return policies.7 Under-promise and over-deliver.

BETTER: INTERMEDIATE LEVEL CUSTOMER SERVICE 1 Give first-time customers a tour of your store.2 Greet return customers by name and personally guide them to your new and special products.3 Send a follow-up note after every purchase.4 Offer refreshments.5 Personally contact your customers to tell them about specials and products you think are particularly suited for them.6 Offer small gifts for big purchases.7 Offer delivery.

BEST: ADVANCED LEVEL CUSTOMER SERVICE

S

CAUTION: Stop reading here if you’re not prepared to wow your customers like never before!

Up to 70 percent of stores are showing signs of being severely understaffed, and 50 percent are showing evidence of poorly trained staff.

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k SPEAK WITH YOUR BODYYour body language can speak volumes, say Kaplan Thaler and Koval. Uncross your arms and legs to tell people, “I’m unarmed.” Tilt your head to

say, “I’m interested.” Open both palms to say, “I’m being straight with you.”

k BE COURTEOUSAlways err on the side of formal-ity when it comes to common courtesies. It’s amazing the dif-ference in feelings generated in clients when you say things like “please,” “thank you” and “yes sir” versus when you don’t.

k PRACTICE SMILINGThe simple act of smiling will make you feel happier, as it will

“WE’RE AN INSECURE SPECIES,” say Linda Kaplan Thaler and Robin Koval, authors of The Power of Nice: How to Conquer the Business World With Kindness. “That’s why you need to do a little work to help others relax and show that you’re a friend.”

PUT THEM AT EASE

k GIVE WOMEN WHAT THEY WANT

the people around you, say the authors of The Power of Nice. So, practice smiling. You want to get to the point where smiling is as natural for you as breathing.

k DON’T LET HER ASKT. Lee of T. Lee Fine Designer Jewelry in Minneapolis, MN, never waits for customers to ask to see products. Instead, she fol-

lows their eyes as they look over her cases. If she sees them focusing on something, she’ll

pull the product out and say, “Can I see it on you?” rather than asking if they would like to try it on.

k HELP THEM RELAXMen shopping for engagement rings love that Lisa Hamel of Leo Hamel Fine Jewelers in San Diego, CA, offers them beer and wine and sometimes shares a Bacardi with them. “The drunk-er they get the more they love their girlfriends,” Hamel says. “Cha-ching!”

Women feel more comfortable

shopping with women sales

staff, says Paco Underhill in his

new book, What Women Want.

What else puts them at ease?

An environment with curves

and soft edges, spotlessly clean

surroundings, attractive rest-

rooms and large and conve-

niently located mirrors.

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k HAVE PERSPECTIVE“I always tell my staff to keep in mind that what people are buying from our store will be the main event, the big present of the day,” says Brian Toone of Jewelry Design Center in Spokane, WA, “Usually it’ll be the last package opened, the most meaningful and most talk-ed about. When you have the right perspective, it’s amazing how you can really make the experience memorable.”

k ASK THE RIGHT QUESTIONSBrian Barfield of The Gem Collection in Tallahassee, FL, offers these:Ï What jewelry items has she asked for or expressed interest in in the past?Ï What is her favorite piece of jewelry that she wears?Ï When you walked in was there anything specific you had in mind? A ring, pendant, earrings, bracelet?

k LISTEN“Let customers talk, at least 80 percent of the time,” says sales consultant Dave Richardson.

k SAVE MENEve Alfillé of Eve J. Alfillé Gallery and Studio in Evanston, IL, encourages men to buy a gemstone, “which we package beautifully, along with designer sketches of what a ring or pendant might look like. We also suggest he might add a gift certificate toward designing the actual piece.”

HELP THEM CHOOSE THE PERFECT GIFT

SPEXTON JEWELRY IN TULSA, OK, once paid the price of a one-star online review when a man bought his girlfriend a bracelet that wasn’t to her taste. “Now, I always ask everybody if the person they’re buying for has seen our products, and if they say ‘No,’ I urge them not to buy anything and instead introduce our website to the gift-getter first to see if they’d be interested,” owner Nate MacPherson says.

Ask the customer what he really wants

his gift to “say,” suggest Blanche and Luke

Schmidt of Schmidt Jewelers in Arkansas

City, KS.

k LEARN THE GIFT’S MEANING

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INVITE THEM INTO YOUR STORESOCIAL MARKETING IS GREAT, writes Tony Hsieh, CEO of Zappos.com, in his book Delivering Happiness: A Path to Profits, Passion and Purpose, but don’t let it replace other forms of personal contact. “The telephone is one of the best branding devices out there. If you get the interac-tion right, the customer remembers the experience for a very long time and tells his or her friends about it.”

k DIAL THE PHONE

k EXTEND A PREVIEW INVITATIONIn the lead-up to your holiday party, do what Tammy McAuley of Scoville Jewelers in Glens Falls, NY, does and invite cer-tain customers to come in for a “special preview” of the items to be featured at the sale. Makes ’em feel special and want to buy.

k TREAT YOUR BEST CUSTOMERS SPECIAL Curtis Bennett of O.C. Tanner in Salt Lake City, UT, writes to their best customers in late October or early November, urging them to take advantage of personal-ized customer service. “We offer to take our greatest ideas and bring them to their workplace,” Bennett says. “They can make a decision early, choose from a wider selection, know that they have something set aside, have confidence it will be delivered to

them on the specified date and check this concern off their list.” And, it frees staff to focus on the last-minute crowd.

k LET THEM KNOW WHAT THEY’RE IN FOR Marcy Feldman of Heartwear Designs in Birmingham, MI., says she extends a warm invi-tation to her clients via a holi-day e-newsletter. “We let our customers know that while they’re waiting for their gifts

to be wrapped they can relax and enjoy hot spiced cider and sweets. If they don’t want to leave their house in the snow, we’ll take photos of the newest things and e-mail them. We’ll gift-wrap and mail so they can avoid the post office. We have also hand-delivered gifts.”

k SEND EARLYMost businesses post holiday cards around Dec. 1. Stand out by sending yours on Thanksgiving.

How did James & Sons Jewelers of Chicago, IL, rack up

$800,000 in sales during a single day for the store’s annual “Customer

Appreciation” event? In the six weeks leading up to the party, James

& Sons staff made more than 10,000 phone calls, which brought 850

people to the event. What’ll it do for your holiday get-together?

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PROVIDE AN EXPERIENCESHOPPERS IN 2010 ARE AN UNPREDICTABLE BUNCH, saving one minute, splurging the next. Wendy Liebmann of WSL Strategic Retail says Americans are craving positive experi-ences and relaxation far more than they are thinking about shopping. This suggests that the retail experience should at least feel like going out to dinner, a spa, or on a vacation. Consider promotions with weekend-getaway prizes. Offer mini-massages and food and fine wine during in-store events.

k BE A TOUR GUIDEArrange a luxury holiday shop-ping tour for your customers, says Bob Olmstead of Wild Retailers. Team up with other

local merchants to bus customers from shop to shop. Customers start at an appointed shop and are then driven to the

other shops in 30- to 45-minute intervals. Each shop needs to offer specials.

k BE MR. ROMANCEDaniel Gordon of Samuel Gordon Jewelers in Oklahoma City, OK, plays concierge for cus-tomers, booking them a table at a restaurant, making theater res-

ervations, or suggesting engage-ment locations. Know every-thing there is to know about all things romantic in your com-munity: Be able to recommend limousines, florists, wineries,

chocolatiers, even horse-drawn carriages. (And establish ties with these businesses to benefit from referrals.)

k PARK THEIR CARSValet parking is a luxury service that will get your customers buzzing, says David Geller, and make them feel pampered.

k CHECK COATSLighten your customers’ load by having a coat-check. Have him hand out store maps or a list of specials when customers drop off their coats (and bags).

k KEEP THE HOME FIRES BURNINGAs a special service to troops overseas, offer to deliver pur-chases to their homes. Mallory Murphy of Murphy Jewelers in Pennsylvania says the rewards are priceless: “We had a custom-er who was deployed to Iraq and wanted to make sure his wife had a Christmas present under the tree, even though he wouldn’t be able to put one there himself. Not only did we deliver the gift, we also prepared a pre-sentation at her office, complete with a dozen balloons and a bouquet of her favorite flowers.”

k HOST A CONTEST

Enter customers in a contest to win “The

Ultimate Holiday Night Out.” Winners

receive dinner at a local restaurant, a ride

in a horse-drawn carriage, and tickets to a

theater performance of a holiday favorite

like The Nutcracker or A Christmas Carol.

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SAVE THEM TIMETHE SINGLE MOST IMPORTANT FACTOR in determin-ing a shopper’s opinion of the service he or she receives is waiting time, according to Paco Underhill. “If the wait went on too long, they feel as though the service was poor and inept.” Human inter-action or any kind of diversion eases wait time.

k GREET EVERYONE“We designate a greeter to make sure that everyone is welcomed even if they do have to wait,” says Daniel Gordon. “Offer a soft drink and make them feel comfortable so they don’t come in awkwardly, wondering what to do. Provide a human touch the min-ute they step inside.”

k MAKE APPOINTMENTSInvite customers to make appointments for a time when traffic is light. Ask them, “If you don’t have time to wait now. Can you be here Tuesday at 9 o’clock? I’ll give you my undi-vided attention.” Now she feels special and you’re able to spread out your business.

k DO HOUSE CALLSFor ultimate service for busy customers, James Porte of Porte Marketing Group says retailers should take a lesson from the old country doctor and do house calls. Office calls, too. Advertise the service in your direct marketing materials. As soon as you set foot in the door, a big sale is almost guaranteed.

k ACCOMMODATE LATE JOBSBabs Noelle of Alara in Bozeman, MT, says you don’t need to turn away custom work, even if it’s past your shop’s deadline. Instead, have a quick discussion with the customer, draw or print out a simple sketch (by hand or by a vector or CAD program), and sign it. Have simple mats ready (so, a cardboard-style “frame”) that are professionally printed with your logo and say something like: “The only thing standing between you and your new custom-designed piece of jewelry is a meeting with the designer.” Leave room for the customer to sign (e.g. “Love, Charles”) and put the drawing in the frame. Take a deposit and schedule an appointment for the meeting. Provide a flat box, and the cus-tomer has a ready-to-wrap gift that in no way resembles a jewelry box!

k EXTEND YOUR HOURS

Starting about the second week of holi-

day shopping, to several late nights and

Sunday afternoons.

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SEPTEMBER 2010100

BE PREPAREDCAST A CRITICAL EYE ON EVERY CORNER OF YOUR STORE. Steam and clean everything in your cases. You can’t afford to look anything less than perfect. Remember, cleanliness is high on the list of shoppers’ priorities, especially women’s. Ensure your staff is well rested and ready to spring into action.

k KNOW THE DETAILSWhile you’re cleaning, check your tags and reprint any that aren’t legible. People don’t want to wait while you look up basic info like price and carat weight. You might not lose the client you’re with while you’re doing so, but what about the guy behind her?

k DESIGNATE A WISH-LIST AREAThe best way to get customers to fill out more “wish lists” is to have a special area of your store devoted to them, with lots of signs. Stephen Gallant Jewelers in Orleans, MA, uses that approach to get stacks of wish lists each holiday season. (The area should also be used for wishers to address envelopes to their own “Santas” so the wish-list can be mailed to them.)

k CREATE BRAND SPECIALISTS Mike Wilson of Wilson & Sons Jewelers in Scarsdale, NY, singles out sales associates to become brand specialists. It builds confi-dence and empowerment in employees and creates a valuable resource for other staff members and customers.

k MEMORIZE YOUR INVENTORYSpend time before the holidays mak-ing sure you know where all the new inventory is, says Daniel Gordon. “When someone comes in and asks for a piece, if you know immediately off the top of your head if you have it or if you do not, and if you can suggest some-thing similar, it’s very impressive,” he says.

k PAMPER YOUR STAFF, TOOPlan to do special things for your staff throughout the season. Have lunches brought in for them when things get hectic. You could even spring for in-store mani-cures or chair massages. Good morale leads to great customer service.

k WRAP IT UP

Hire a temporary employee to wrap

gifts. Professional salespeople should be

selling, not wrapping.

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SEPTEMBER 2010102

GIVE THEM FREEBIESSHOW YOUR CUSTOMERS APPRECIATION in a way that works for you. Jewelers who offer added value find their financial output returned many times over in customer loyalty.

k GIVE BATTERIES Yanina & Co. of Cedar Grove, NJ, offered an entire month of free battery replacements, not only to their customers, but to the public, a gesture that led to loyal new customers.

k GIVE PEACE OF MINDDon’t forget to follow up, says Jackie Abraham, owner of Jackie Abraham Jewelers. “We like to take care of the jewelry after it is sold. We call the customer after they take home the jewelry a week later to ensure they loved their piece. We repair, if purchased by us, at little or no cost and we give jewelry cleaner with all of our sold jewelry.”

k GIVE DINNER

k GIVE EXTRASPlay Santa all year long, says Philip Nulman of marketing and advertising firm The Nulman Group, by making sure nobody leaves your store without some kind of gift — like a few small scented soaps you can put in the bag. Estimated cost per customer: 30 cents. Estimated good-will value per customer: a heckuva lot more than 30 cents.

k GIVE INSURANCEKristy Goodrich of JK Jewelers in St. George, UT, provides a Jeweler’s Mutual insurance policy with any diamond sale worth more than $750. The perk has paid off time and again, she says, citing the case of one customer whose fiancée chipped a dia-mond he had just bought from the store. Within two weeks, JK Jewelers picked up three referrals from the couple.

k GIVE A GIFTIn 2008, Bailey’s Fine Jewelry in Raleigh, NC, launched “Finders Keepers.” The idea was to surprise people in the community with Bailey’s Boxes filled with free jewelry. A letter with a poem was left in hundreds of locations, asking for people to contact the store. “We have seen many new people through our doors because they heard about our kind acts,” the Baileys report.

Steve Quick Jeweler of Chicago

treats customers who are less

than 100 percent happy to a res-

taurant dinner. So even if there is

a slight glitch a customer ends up

raving about Steve Quick Jeweler.

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