selling jewelry - diamond council of america

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  • Beginning Jewelry Sa les

    Selling Jewelry

    Diamond Council of America 2014

  • 1Beginning Jewelry Sales 1

    Selling JewelryIn This Lesson: OfftoaGoodStart HowThisCourseWorks SalesProfessionalBasics ProductInfoEssentials

    OFF TO A GOOD STARTWelcome to the Diamond Council of Americas Beginning

    Jewelry Sales course!

    DCA developed this course to help you get off to a good start as a fine jewelry sales professional. Retail sales is one of the biggest fields of employment in the US, and fine jewelry is one of the most interesting and rewarding of all the many areas in retailing. When you sell jewelry, you offer merchandise of great beauty, value, and meaning. You help your customers celebrate some of lifes best feelings and happiest occasions. Youre part of a talented and motivated team working in an attractive, supportive, and stimulating environment. And you have many opportunities for growth in both personal and professional directions.

    At the same time, jewelry sales is a demanding occupation. You deal with a large number of products, and theres a lot to know about each of them. Customers are complicated and can sometimes be challenging especially when theyre spending large sums on important purchases they dont know much about. It also takes a multitude of details and duties to keep a jewelry store running smoothly.

    This course is designed to provide fast and effective basic training for retail jewelry sales associates. Whether youre just beginning or you have previous experience, this course will help you quickly increase your knowledge and professionalism as a jewelry salesperson.

    When you sell jewelry, you offer merchandise of great beauty, value, and meaning.

  • Selling Jewelry

    2 Beginning Jewelry Sales 1

    The course will start with an overview of todays jewelry retailing, then go on to cover jewelry professionalism, the selling process, customer service, operations support, and store security. It will also supply you with essential product knowledge for jewelry, diamonds, gemstones, and watches.

    Course ObjectivesWhen you have successfully completed this course, you will be able to: Understandandsupportyourcompanysvision,mission,andobjectives. Establishorbuildonapersonalfoundationforjewelryprofessionalism. Successfullymanagetheprocessofsellingfinejewelry. Describejewelryintermsofform,function,style,quality,andvalue. Discussthevariousmetalsfromwhichtodaysfinejewelryismade. Presentessentialinformationaboutdiamonds,thetop-sellingcoloredgemstones,andculturedpearls.

    Explainproductoptions,demonstratefunctionsandtechnicalfeatures,anddiscussqualityandvaluefactorsforwatches.

    Cleanandcareforjewelryinyourstore,andteachcustomerstodothesameforjewelrytheyownorpurchase.

    Doyourpartinprovidingservicestocustomersandperformingtasksthatarenecessaryforthestoresoperation.

    Functionwithcompetenceandconfidenceattherepaircounter. Fulfillyourresponsibilitiesinsafeguardingthestorescustomers,personnel,andresources.

    The DCAS MISSIon STATeMenT

    ThemissionoftheDiamondCouncilofAmericais to provide quality, affordable distance education to enhance the ability of our members' associates to sell fine jewelry with expertise, integrity, and professionalism and to fuel the passion of those looking to learn about our industry.

  • Selling Jewelry

    3Beginning Jewelry Sales 1

    HOW THIS COURSE WORKS DCA developed the Beginning Jewelry Sales course

    especially for fine jewelry sales professionals and those who support them at a management or training level. The course is designed to meet adult learning needs and suit adult learning styles. To accomplish this, the lessons and exercises combine reading and thinking, listening and talking, observing and examining, acting and doing.

    Over the years, this approach has worked for more than 100,000 students who have taken DCA courses. It will enable you to apply what you learn to the specifics of your stores operations, the merchandise you have to offer, and the customers you serve.

    OnlInE FORmATThis course is available only in an online format.

    To access it, you must go through DCAs website at www.diamondcouncil.org. Youll also need your user-name and password. These were listed on the Course Instruction Sheet that was emailed to you after you enrolled.

    If you ever need your username and password and cant find them, contact DCA. You can phone 615-385-5301 / toll free 877-283-5669, or email studenthelp@diamondcouncil.org.

    Photo courtesy Shutterstock Henri Ensio.

  • Selling Jewelry

    4 Beginning Jewelry Sales 1

    Section3:ProvidingServiceandSupportLessons9through12willboostyourabilitytoactasavaluedmemberofyourstoresprofessionalteam.Theselessonswillalsoequipyoutoservecustomersinextrawaysthatsupportandenhanceyoursellingefforts.At the very end of the course, Lesson 13 is a final

    review. It will help you prepare for and pass the Final Examination.

    In addition to lessons, the course also includes a Glossary of Gems and Jewelry. This document contains hundreds of entries that define professional terms, describe gems and jewelry, or briefly explain important concepts. Thus, the glossary gives you a quick and easy way to find specific information when you need it.

    lESSOnS AnD SECTIOnSThe course has 13 lessons. This first one is an introduction. It

    explains how the course works and presents some information you can start using right away.

    The main part of the course is divided into three sections:

    Section1:YourIndustry,YourStore,andYouThissectionconsistsofLessons2,3,and4.Itwillgiveyouanoverviewoftodaysjewelryretailingindustryandhelpyouunderstandwhereyourstorefitsinthebigpictureofthings.Thelessonsinthissectionalsodiscussthefundamentalsofjewelryprofessionalismandoutlinethesellingprocessstep-by-step.

    Section2:TheProductsYouSellLessons5through8supplyessentialinformationaboutjewelry,diamonds,othertop-sellinggemstones,andwatches.Intheselessons,youllfindfactsandideasyoucanusetobuildcustomersdesire,appreciation,andunderstandingofthemerchandiseyouoffer,andhelpthemmakegoodbuyingdecisions.

    Photo courtesy Shutterstock SchneiderStockImages.

    Photo courtesy Andrew Meyer Jewelry.

  • Selling Jewelry

    5Beginning Jewelry Sales 1

    lESSOn COmpOnEnTSMost lessons in this course have eight components. These are

    designed to create a complete and personalized learning experience for each topic.

    InThisLessonAshortbulletlistthatprovidesaninitialsnapshotofwhatsinthelesson.Thiswillgiveyouagoodideaoftheinformationthatscoming.

    IntroductionSetsthestagebyidentifyingthemainlessontopic,explainingwhythistopicisimportant,andprovidingalittlegeneralbackgroundorcontext.

    LessonObjectivesListstheknowledgeandskillsyoullgainbycompletingthelessonandfollow-upexercises.

    MainTextPresentsthelessonscorecontent. SidebarsContaininformationthatexpandsorsupportsthelessondiscussion.

    RecapofKeyPointsSummarizesimportantideasandfactsfromthelesson.

    Follow-UpChecklistDirectsadditionalstepstohelpyouapplywhatyoulearntoyourownreal-lifeworksituation.

    Self-TestMultiple-choicequestionsthatallowyoutogaugeyourcomprehensionofthelessonmaterial.

  • Selling Jewelry

    6 Beginning Jewelry Sales 1

    TIpS for STuDy SuCCeSS

    oneofthekeystosuccesswithdistanceeducationisconsistency.Itsimportanttoworkthroughthiscoursesteadily,withoutputtingitasideandlettingitgetcold.Ifyoucompletetwolessonsperweek,youcanfinishthecourseinfewerthan60days.

    Herearesomeprovenstudytipsthatwillhelpyousucceedwithyourcoursework:

    SchedulingSetascheduleandsticktoit.DesignateatleastacoupleofhourseachweekasyourDCAStudyTime.Markthedatesandtimesonyourcalendar,andbesuretokeeptheseimportantappointmentswithyourself.Youllprobablyretainmoreifyouhavetwoorthreeshortsessionsperweek,ratherthanasinglelongstudymarathon.

    SettingTrytoarrangeaquiet,comfortable,distraction-freeplacetodoyourstudying.Soonyoullassociatethesettingwithyourcoursework,andyourmindwillautomaticallyshiftintolearningmode.

    ApproachBegineachlessonbyscanningthroughit.Thiswillgiveyouanideaofwhatyoureexpectedtolearn.Thenreadthelessonthoroughlyfrombeginningtoend.

    Pacing--Treatyourselfwellwhenyoustudy.Ifyourattentionstartstolag,takeashortbreak,standupandmovearound,orhavealightsnack.Keepthelearningprocessenjoyable.

    PracticeApplywhatyoulearnassoonaspossible.EachlessoncontainsaFollow-UpChecklistwithpracticeexercisesforturningknowledgeintoskill.Besuretocompletethechecklists.Theyreessentialforafulllearningexperience.Alsodiscusswhatyouvelearnedwithyourcoworkers,andlookforopportunitiestouseitinyoursalespresentationsandotherdailyworkactivities.Remember:Practicemakesperfect!

  • Selling Jewelry

    7Beginning Jewelry Sales 1

    roLe-pLAyIng

    role-playingalsocalledskillspracticeisaproventrainingtechniquethatletspeopletolearnbydoingtestrunsinacontrolledsetting.ItsusedextensivelyintheFollow-UpChecklistsforBeginningJewelrySaleslessonsandinotherDCAcourses.

    Theprocessofrole-playinginvolvessixbasicsteps:

    1.DefiningObjectivesFirst,itsnecessarytodeterminewhatyoushouldknoworbeabletodoattheconclusionoftheexercise.Forexample:Explaindiamondclarityinsimpleterms.Theobjectiveofrole-playingwillusuallybestatedintheFollow-UpChecklist.

    2.AssigningRolesFormostrole-plays,youneedanAssociate,oneortwoCustomers,andaDirector.ItsbestiftheDirectorhaspreviousexperiencewiththistypeoftraining.Amanagerorseniorcoworkercanalsofulfillthisrole.OtherstorepersonnelcanparticipateasObservers.

    3.WarmingUpNext,youneedtosetthestage.Thisusuallyinvolvesfillinginessentialbackground.Forexample,topracticeacertainstepinthesellingprocess,everyoneneedstoknowwhathashappeneduptothatpoint.

    4.PracticingAttheDirectorssignalthepracticebegins.TheDirectorstopstheactionan