TPW - Park Lane Jewelry

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