Within the Fifth Antwerp Diamond Fair, held from January 26 to 28 in the city on the Scheldt, the organizers ran a workshop highlighting the specifics of marketing diamonds and jewelry. It was given by Aleah Siegel, a marketing expert from Chicago.
He shared his secrets of retailing diamond jewelry with 150 people telling them how to make the process more targeted and profitable.
According to Siegel, the act of purchasing jewelry as such is a 100-percent emotional process - people buy jewelry to look more attractive or rich and socially significant .
However, to make a prospect buyer “carried away” by a piece of diamond jewelry, he or she should be convinced that it is a necessary thing to give additional charm to women.
On her part, Siegel recommends that sellers should ask potential buyers to try the new outfit on, get photographed and then post their pictures on their own page on Facebook.
As it is inevitably doomed to reap “likes,” you can expect that the opinion of other people will be a decisive factor in favor of buying the jewelry piece.
In order to sell an engagement ring with a one-carat diamond, the buyer needs to be convinced of its rarity. And here it would be quite appropriate to use such phrases as “Only one percent of women can afford diamond engagement rings!” or “An average of 250 tons of ore must be mined in order to produce a one-carat gem quality polished diamond.”
It is the client's wish to see his beloved as a unique woman or different from others, may induce him to make such a purchase.
Another important factor in encouraging the customer to purchase jewelry is the salesperson’s ability to contact him. For instance, if the salesperson will slightly touch the buyer's hand, in the eyes of the latter this will mean that he can not only trust the salesperson, but also get a discount. Furthermore, the customer should be offered a cup of coffee – according to recent research findings, people have a greater propensity to purchasing when they drink something warm.
This aim can be also achieved with the help of music that sounds in your store. Silence often makes potential buyers feel uncomfortable, especially if they are young.
Siegel summarized that generally if you are selling diamond jewelry, you must realize that you are not selling some ordinary pieces, but something which requires a special emotional environment for buyers, which will later on be associated with the memories of their wedding.
Alex Shishlo, Editor in Chief of the European Bureau, Rough&Polished
