[Jewelry making - Article 01309] - Re: [Orchid] Independent jeweler in today's marketplace

[MillsGem]

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    The ultimate art of being a jeweler is how you relate to people.....I
    don't know any other way of stating it more succinctly ! 

    Jewelry is a statement of taste and/or an icon which represents a
    relationship or a belief. If you are going to relate to a potential
    buyer it is a given that you must connect with that person in some
    way. The best way to connect with others is to be a good
    conversationalist.....aha!....what is a good conversationalist ? It
    is a person who talks little and listens a lot ! Furthermore, when
    you do talk it should be a personal question addressed to the
    listener. I.E. Where were you born ?......where do you live ? Do you
    have any children ? How long have you lived in the area ? What is
    your birthstone ? What is your favorite color ? etc. etc. The idea is
    to draw the person out and identify his or her priorities. Another
    consideration is that you must do anything possible to help allay the
    suspicions that most people have about jewelers and,especially, sales
    people. 

    Too many jewelers are "con artists" and they have given the industry
    a very bad reputation.It is essential that you come across to the
    customer as being sincere. The worst thing you can do is think only
    about the sale and the benefit that it might have for you. The
    customer should never be taken for a stroll down a path that leads to
    financial disaster nor should he or she be deceived in any way. De
    Beers has gotten off to a very bad start on its website by asking,
    right at the outset, What is your yearly income ? 

    You have to point out the pros and cons of any buying decision and do
    so objectively. Never think of the customer as a mark to be seduced
    and thrown away. Think of the customer as a friend who will rely on
    you to guide him or her many times in the future when special
    occaisions arise. ( P.S. I thought I lost this when I strayed onto
    google for a question....sorry about the repetition.)... 

Ron MIlls, Mills Gem Co. Los Osos,Ca.
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