In the latest of our exclusive blogs from specialist training provider and CMJ approved supplier Virada, managing director Debbie Barrow examines how to turn salespeople into client relationship-building experts.

Twenty years ago, very few jewellery businesses engaged in “proactive” client relationship-building. Today, more jewellers want to move in this direction to develop customer loyalty and increase customer spend. So how do businesses try to make this happen?

Some owners encourage staff to simply “get to know” customers. Well, I say “simply”, but many sales people lack the confidence or skill needed to initiate and manage conversations beyond the product.

Many managers rely on the motto: “Remember to show higher value and matching items.”  However, some staff worry about coming across as pushy or losing the main sale.

Not all salespeople feel confident to ask for a customer’s email address or offer a business card. And the thought of reaching out to customers with product ideas can even scare some salespeople.  If client events are held, this often requires a new skill set.

Whatever level of “proactive” selling your business is aiming for, consider what training is needed. A “crossed fingers and hope for the best” approach will rarely give you the best result.

Without the right training, some sales people will use their natural confidence to give things a go, often with mixed outcomes. Others with lower levels of confidence, resilience or motivation will struggle. Very importantly, training should focus on developing the qualities and mindsets that give people the best chance of success.

I remember helping a business to develop client relationship skills for all their sales teams. Each salesperson and manager was provided with self-assessment questionnaires, on-demand audio sales training, sales observation support and three personalised coaching sessions.

Let’s look at just four of those salespeople, what their training focused on and the sales results achieved after 12 months.

Jess –  Was outwardly confident but fearful of presenting higher value items. My aim was to build her confidence and resilience. We then practised deep listening and great questions.  Her ATV went up 39%.

Helen – She believed that she needed to change her personality to fit in with clients. Some simple reframing exercises changed that. She recognised that her natural warmth and clear desire to help was what clients really wanted. Her UPT went up by 19%.

Naomi – She was negatively comparing herself to other salespeople. I showed her how to use the power of curiosity to self-develop. We then focused on ways to build confidence to manage conversations with clients. Her ATV went up by 55%.

Steven – He overtalked and missed signals in sales interactions. However, he was unaware of this. I used a creative approach to change that and a lightbulb moment happened. We then practiced listening and question approaches. His UPT went up by 13%.

Four sales people with different needs. The key was to develop their mindsets and qualities for proactive selling.  But importantly, what’s needed to maintain and keep increasing sales results?

The answer is this… It’s owners, directors and managers who inspire and develop ALL their sales people in ANY selling environment.

Debbie Barrow, managing director of Virada Training, wrote this blog exclusively for the Company of Master Jewellers. To find out more about how Virada can support your business now and in the future, contact Debbie on hello@virada.co.uk or visit Virada’s website.