TPW - Park Lane Jewelry

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SALESGetting the most from“The Wish List”The Wish List serves as a work sheet for show guests to determine potentialchoices for their order. To facilitate writing, clip each Wish List to a lapboard or a piece of cardboard. Ask your hostess to distribute one to eachguest just before the show begins. You can give the hostess a roll of ticketsand instruct her to dispense them to guests as they get excited aboutadding to their Wish List!After your Opening Talk and before introducing the first jewelry item, explainthe Wish List to the guests.“As I show you my jewelry, I’ll be telling you the name of each item. Whenyou see an item or ensemble that you like, write its name on your Wish List.Then later, you’ll have a list of your favorites so you can easily look up theprices. The Wish List IS NOT your order form. It’s merely your worksheet. You can always add to or subtract from the list, so jot down ALLthe items that appeal to you for yourself… or possibly for gifts! And onemore thing… Sue has a roll of tickets for a special drawing we’ll hold later.The more excited you get about adding to your Wish List, the more ticketsshe’ll give you! Ready to start?”Proceed through your jewelry presentation encouraging guests to add names to their Wish List. Later in theshow, just BEFORE you invite the guests up to your display table to try-on and shop provide the finalinstructions for the Wish List.“I know that you’ve started your Wish List with the items I’ve shown so far. As you shop at my table and lookthrough the catalog, continue to write down the names of any additional items you are considering. Wecan add and subtract from the list, but it gives me a starting place to show you the best way for you to save themost money. Remember, this is only a work sheet; not your order form. And, keep our $12.00 Bonusitems program in mind. I will be around to help each of you and to write your order for you so that I canexplain how you can get the most jewelry for the money!After the Try-on Shopping time, as the first guests return to their seats and appear to be near completing theirWish Lists, begin approaching each person individually to initiate the Order Conditioning process. (See Guideto Success.)The first step of order conditioning is to determine the guest’s order. With your date book, Hostess packets,pen/pencil, a catalog, price listing, and a calculator, approach a seated guest, smile, take a seat next to her, andreach for her Wish List while saying, “May I help you with your Wish List?”Take note of the items she selected. It indicates the style of jewelry that appeals to her. As you fill in any missingprices on the items on her list, comment on her choices. “I see you like the new trends in earrings.” or, “Ah,you’re a glamour-girl! I love sparkle too!” “So obviously, you favor golden jewelry?” She may ask questions.She may want your opinion. Be friendly and helpful and make suggestions while you total the prices ofEVERYTHING on her list.6 The Network
SALESYes, add up everything to arrive at a grand total. At least, that’s the wayto start. Why? Two reasons. First, it is somewhat insulting to “assume”that she cannot purchase everything on her list. Second, ask yourself,“What’s a better deal? What’s a better bargain?... a $50 item for $12.00,or a $200 item for $12.00?” Look at it another way. Let’s say a customer listed a $30 item, a $20 item and a$50 item. If you add the $20 to the $30 item to total a $50 order and then offered the $50 item as a $12.00bonus, the customer would only realize a $38 discount. However, by adding the $20, $30, and $50 item togetherto total $100, the customer would be entitled to three $100 value bonus items for $36.00 more. Endresult would be a $264.00 savings. Easy to see which is a better “deal”!The two biggest mistakes made in structuring an order is to prejudge the buyer and to try to “finesse” an orderthat will give her the most expensive item on her list as her bonus item. If she doesn’t want to purchase ALL theitems on her list, she will surely tell you so once you total the order.So, start by quickly tabulating a grand total and then smile and say, “Sue, if you were to take everything youlisted, it would be $212.00, and you would THEN be able to go back through the catalog and select THREEMORE ITEMS valued up to $212 EACH and take them as bonuses for just $12.00 each… that would be anextra $636 in jewelry value for just $36.00 more! How would THAT be?”Typically there will be two types of responses.1. “Wow! You mean I could get three of those Sizzlin Sorbet bracelets for $12.00 each? I could giveone to my mom and one to my mother-in-law as Mother’s Day gifts, and still have one for myself! OK,that’s great!”Or …2. “Oooh, I just can’t spend THAT much.”When you get the first response, write the order, collect payment, and proceed to Step Two of Order Conditioning(suggest she book a show).When you get the second response, say, “No problem. Let’s revise the selections.” Now is the time to lower hertotal and work the order to allow her the highest priced item(s) on her list as $12.00 Bonus Items. Rework thetotals and say, “How about if you selected these three items to make the ensemble complete. That would be$96.00. Then you could take these three as $12.00 Bonus Items?” She agrees. Write the order. Collect thepayment. Then say, “I’d love to give you the rest of the items on your list. Let’s plan a show together and you’llhave these plus a whole lot more!” You are now in Step Two of Order Conditioning.Move from guest to guest and assist them in determining theirorder. Not every order is cut and dry. Sometimes the guestwill want to add to their order to achieve a higher total to beeligible for the Bonus Items they are striving for. You can showthem items that complement their selections, refer to yourascending order price list for the amount they need to spend,and/or suggest the purchase of a Gift Card. Be flexible andhelpful. If their shopping experience with you and Park Lane isa pleasant one, they will be your customer again and again.And THAT is your objective. You want every customer toremember YOU and Park Lane each and every time they arein the market for new jewelry! Now hold that drawing and sendone of your happy customers home with a special gift!APRIL 2007 7
Page 3 and 4: · Mention Mother’s Day gift shop
Page 5: Spring forward intoApril wearing...
Page 10: SALESGems for YouINTRODUCING…”G
Page 13 and 14: SPRING BLINGFor Hostesses … Say
Page 15 and 16: Thank You Awards…Wear One and Wai
Page 17 and 18: SUPER-SIMPLIFIED SHOW!Creating a fu
Page 19 and 20: It’s TIME for YOU to MOVE UP!Ever
Page 21 and 22: Attention all entrepreneurs, “mom
Page 23 and 24: On a “STAR SEARCH”…With over
Page 25 and 26: Jewels by Park Lane Celebrates 52 Y
Page 27 and 28: Lanette Souder-Tapia &Lisa BrownLis
Page 29 and 30: Katie Agelis“I just wanted to ext
Page 31 and 32: PROMOTIONDawnette DobrickCompany Vi

TPW - Park Lane Jewelry

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