November 16, 2012 @ 10:59 PM

Three Questions You Should Ask Jeweler

Have you ever noticed that there two kind of customers:

• Those who are looking at buying product
• Those who are looking to have something repaired

So what happens when you discuss price with a product customer? What do they say if they think its too high?

Typically the product customer says when they think the price is too high:
• Can you do better on the price?
• I'll think about it
• I'll be back
• I have to ask my husband.

All of these are said very politely. Typically "Thanks, I'll think about it". You then typically hand them your card while saying "My name is Marvin, let me know if I can assist you in the future."

Typically you do a presentation to 10 people, 3 buy and the other 7 leave the store, quite politely I might add. But they left without buying and you're cool with that.

So what does the repair customer say if they think the price is too high?

• Are you crazy!!
• Are you out of your mind?
• I didn't just fall off of the turnip truck.
• I didn't even PAY that much for the ring.
• You're the highest in town.
• They guy down the street is less and I thought HE WAS CRAZY!

Big difference. Repair customers are quite vocal. I don't know why this is but it's the truth. No matter what they say typically 80% of them will go ahead and say "O.K., just fix it". But it bothers most staff members and the owner that these people are so vocal When they are vocal you believe your repair prices must be too high. They're not, the customer is just loud.

So here's how to combat the few who are quite vocal. Especially if you or the customer thinks that they indeed can get the same service and quality of repair down the street!. They can't but who am I to say?

So be prepared to show your expertise, which the store down the street never mentions. They might employ Mr. Cartier himself but the customer would never know. So ask your jeweler these 3 questions:

• How long have you been a jeweler?
• How long have you worked here?
• What is the most expensive piece of jewelry you've every worked on?

I owned my store for 25 years, started at the age of 26 but started training in my fathers shop at the age of 10. Being a jeweler in our family goes back 14 generations to Russia, Spain, France and England. Prior to starting my company I worked a year at Neiman Marcus here in Atlanta when they first opened in their fine jewelry department. Being the jeweler I did a fair amount of repairs but mostly sizing rings they sold, setting stones and shortening watches that had 18kt gold mesh bands attached to them.

So if I had a customer who asked me why the repair was so much I would tell them this:

"I have been repairing and making jewelry since I'm 10 years old, our family tree was traced and I'm a 14th generation jeweler. I've owned Jewelry Artisans since 1974 and prior to that worked at Neiman Marcus here in Atlanta where it was typical for me a set a $100,000 diamond and $100,000 emeralds or shorten an 18kt gold watch band that sold for $5000.

I can't hire 80% of the jewelers looking to work here, they just can't cut it. They either have some of my expertise or I train them. These are the kinds of people who will be working on your jewelry and you do want that kind of expertise, DON'T YOU?"

Sorry, the guy down the street from you can't provide your kind of skill level. Or just maybe they can, but who'd know?

At least we know our own skill level here in our store "DON'T WE?"

Now go ask your jeweler the 3 questions.

David Geller
Director Jewelers