LONDON, UK, January 26, 2009
/24-7PressRelease/ -- During 2008, Jewellery Stylist personally undertook a large mystery shopping survey of jewellery & watch retailers across London and the UK. 102 stores were surveyed in London and 95 across the UK's major cities. This was undertaken from September through to December, with a wide variety of companies from independents to multiple retailers.
Amongst those surveyed were prestigious luxury jewellery & watch companies, through to fashionable fine jewellery companies. With some exceptions, the results have concluded that sales are not being maximised to their full potential, and there are still circumstances where retailers are losing out on bringing in the extra money that really makes a difference!
First Impressions:
• 60% of staff acknowledged jewellery stylist's presence immediately, with 22% of these stores having more than one member do so despite a busy store.
• 42% Acknowledged Jewellery Stylist's presence after several minutes in the store.
• 8% Did not acknowledge Jewellery Stylist at all, despite browsing for eight to ten minutes and despite having available staff!
The Approach:
• 65% of staff approached Jewellery Stylist, pleasantly and in a non assertive manner.
Of this 65%, 52% re-approached Jewellery Stylist after they asked to "just browse" first time around, leaving 13% to let Jewellery Stylist walk away without a re-approach.
• In 21% of stores Jewellery Stylist were not approached at all, having to ask to view items or to walk out despite wanting to buy!
• 14% of stores were too busy having no available sales staff to serve.
Of the 21% of stores in which Jewellery Stylist were not approached, shockingly, there were absolutely no valid reasons for failing to do so!!!
The All Important Sale:
• 28% of staff took the role of a server rather than a sales person, offering no alternatives other than what Jewellery Stylist asked for.
• 34% of staff did not maximise the sale despite introducing higher value items and add ons. There was no attempt to try and promote these items.
• 11% of staff failed to overcome objections. 27% of staff successfully and effortlessly took control of the sale, maximising it to its full potential, adding possible thousands on to sales above the initial price guideline.
The Close:
• 56% of staff made every effort to close the sale.
• 23% of staff made only one attempt to close the sale, backing down after objections.
• An eye opening 21% of staff did not make any attempt to close the sale.
Product Knowledge Ratings:
Ability to describe features & benefits well: 71%
Ability to justify price increase for higher value items: 68%
Ability to explain basic watch features: 62%
Ability to explain complicated watch features: 44%
Ability to confidently explain basic diamond properties e.g 4 C's: 73%
Ability to explain detailed diamond properties: 48%
Ability to establish a friendly rapport geared towards the sale: 70%
Finding the right staff for your company is absolutely essential. At http://www.jewellerystylist.com, they focus on how candidates will add value to your company, minimising losses through poor sales techniques and really concentrating on seriously talented candidates.
They firmly believe that a poor sales person can seriously hinder the progression of a sales team, often discouraging return custom and resulting in a retailer losing out on as much as 50% of business, had they actually had a capable and knowledgeable sales person really maximising each and every sale.
The results of this survey really do highlight the importance of using a specialist recruitment consultancy such as http://www.jewellerystylist.com , who can provide seriously talented candidates to excellent businesses!
Press Contact:
For all press enquiries please contact:
Jewellery Stylist
Level 33
25 Canada Square,
Canary Wharf
London, E14 5LQ
0845 838 8863
marketing@jewellerystylist.com
About Jewellery Stylist
We are a modern, forward thinking consultant company, who specialise in recruiting candidates solely for the jewellery and watch industry.
Please contact us at http://www.jewellerystylist.com or telephone 0845 838863
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