Be a Closer: Proven Tips for Diamond Distributors

Educating customers helps create trust and empowers them to make smart choices.

When customers come into a store, they’ve often done some research beforehand. But that doesn’t mean their information is correct, or that they know how to process their newfound knowledge. That’s why retailers need to learn how to help customers find their perfect piece of jewelry without overwhelming them with more confusing facts.

Listen, don’t talk

The best way to find out what a customer wants is to listen. Don’t start asking questions until you’ve heard what the customer has to say. “When a consumer comes in, particularly men, it’s all about price,” says George Proust, vice president of sales and marketing for Gemsone Corporation, a distributor of diamond jewelry, colored stones and loose diamonds, specifically to independent stores.

“She’s looking at style, and he’s talking about price. So stop talking and start listening.” Proust says that retailers often talk too much. “They want to express all the things they know to this couple,” says Proust. “It’s acutely an issue.”

One of the reasons listening matters is because the language of fine jewelry is often foreign to most consumers, even the ones who’ve done some research online. “Generally speaking, many consumers are in way over their heads when it comes to diamonds,” explains Bob DeMaria, account manager at RDI Diamonds, a wholesale diamond company based in Rochester, New York.

“DEF, SI, near colorless,” he cites. “What the heck does that mean? [Customers] may have read a lot, but they have no way of applying that information to the real world. Thus, they’re informed but confused.”

MAKE THEM FEEL
EMPOWERED.
LEARN WHAT
THEY’RE THINKING
SO YOU CAN THEN
HELP THEM.

A good retailer will simplify things for customers, says DeMaria: “Trade language is generally not necessary to sell to most consumers. Keep it simple, and ask questions to clarify whenever necessary.”

Ask better questions

Once a retailer has listened, it’s time to start asking some tactical — and tactful —questions. Follow-up queries should make a customer feel heard and comfortable, Proust notes. “If you want to move the conversation, think about a set of questions that will create trust,” he says. “Make them feel empowered. Learn what they’re thinking so you can then help them.”

Creating that sense of urgency in consumers is especially important with younger customers. “I don’t think millennials and Generation Z want to be told stuff,” Proust observes. “They want to be empowered to make their own decisions.”

Educate customers online

Even before a customer enters the store, retailers can help them understand both the process and the subject matter. “The effective diamond retailers have a tremendous amount of information on their websites,” says Proust. “But if you put a lot of stuff up, make it menu-driven. If people want to dig deeper, let them, but don’t force them to dig. The use of videos rather than written information is also important.”

Proust also suggests speaking publicly to social organizations. “Anything that lets you interact with people is a smart thing,” he says. Reviews are important, and can inspire confidence. “The best way a retailer can help consumers before they enter is with great reviews and testimonials about how they made the process simple and enjoyable,” says DeMaria. “You don’t have to be the best in the world. Just the best alternative in your area. Remember that you’ll never get everyone’s business. Chase the majority, not the minority. But be prepared for both.”