Instore- Displaying Diamonds

Co-ordinate your displays to your presentation

• Display your diamonds in a manner that follows your customers thought process

• What do they ask for first?• What is their line of decision-making?• Balance that with.. Where do you take the

conversation in your sales presentation?

Get what you will need closeby

• You do not want to have to get up and leave the site of the sale to fetch a sales tool.

Prepare your sales aids

Follow the logic!

20-40-40

Use the 20-40-40 rule

• Put the top 20% of your merchandise on individual elements.

• It deserves it!• Treating it special helps make it special

Now for the middle 40%

• Use low density trays• These are special..just not as special!

Lastly, the bottom 40%

• We really have selection• These are a great value

Display loose stones without distractions

Be careful with props

Make sure your store branded goods are displayed to their best advantage

Their brand vs. your brand

• them

• you?

Consider a display for your branded goods that equals the one you got with that other brand

Bring your selling points

Use signage to help communicate selling points

Remember!

• How you display your diamonds can make huge differences in your sales results

• Make the selling experience flow by being prepared

• Sell more big diamonds by displaying them in a way that makes them more distinctive

• Keep loose stones displayed clearly• Don’t shortchange you store brand goods