You already know that asking the right questions is a key to building rapport and truly understanding customers on a deeper level. Unlike yes-no inquiries or simple questions about what they want to buy, broad questions invite clients to share their thoughts, preferences, and personal stories. This not only builds trust but also gives you important data to use down the road for future jewelry sales.
So what type of open-ended questions should you ask your customers to really help you get sales and help with building trust in your brand? Read on to find out.
Go beyond the expected and get personal for more meaningful customer interactions
For every type of question listed below, the customer conversation can either focus on what they want and care about or, if they are buying a gift for someone else, or what is important to that person. This is one of the first things that any sales associate should determine: Who is the piece of jewelry for? This is a type of icebreaker question that can start the conversation. However, if you leave things this basic, you will not be able to improve the buying process and foster a better and more supportive customer experience.
More personal interactions that you tailor your customer service in ways that will resonate on a more emotional level. If you can encourage shoppers to share the sentimental or psychological reasons behind the purchase, you can offer more thoughtful suggestions.
Five types of questions that provide valuable insights and drive sales
Tracking customer trends and understanding the decision-making process are both essential parts of succeeding in any retail sales business. Asking rapport-building questions that help with building relationships and increasing the level of intimacy make more of a difference when it comes to immediate sales and long-term brand loyalty.
Remember that any of these can be asked directly to the customer if they are buying an item for themselves or tweaked to focus on a gift recipient if they want to make a jewelry purchase for someone else.
1 – Personal style preferences
You never want to suggest a classic gold chain to someone who prefers much more avant-garde silver and stone jewelry. Ask the customer personal style preferences while also taking into account the types of things they are wearing already. What do they wear every day, and how did they switch things up for special occasions? What is their favorite piece of jewelry they already own and why do they reach for it all the time? Do they have a style icon they admire?
2 – Upcoming occasions
Are you buying this piece of jewelry for a special occasion? Even if they are not shopping specifically for a function, knowing the types of things they are involved in can help streamline the jewelry recommendation process. Although getting answers to your questions always works better, savvy sales staff should be able to make some determinations about suitable styles for a corporate soirée or a modern art installation party.
3 – Investment or sentiment
Why does a customer want to buy a piece of jewelry? Asking this basic question will not get a helpful response. Other options include queries about whether they want the piece to commemorate a special occasion or milestone, if they envision it being passed down through the generations, or if they value rarity or uniqueness of the style or gemstone.
4 – Social influence – trend-setter or FOMO
This can include more questions about their style icons or where they first learned about a specific jewelry piece that they’re interested in buying. Most retail purchases are fueled by emotion, and open-ended questions can help you understand your customers’ desires. Asking if they got an idea from a celebrity or social media influencer can help. If not, direct their attention to limited-edition or exclusive items that will make them the trendsetter.
5 – Past purchases and long-term dreams
If you don’t already have collected data in your customer relationship management software, asking open-ended questions is a great way to learn about their buying habits and plans. “Is there one piece of jewelry that you consider your ultimate dream?” People who love fine jewelry often have a specific style, designer, or gemstone type that they have always imagined owning one day. You can help make those dreams come true.
Make a follow-up question plan that helps you perfect your future customer communication
Always seek out information about a customer’s interaction with your brand. This helps you improve the questions you ask, the interactions both before and after a sale, and long-term marketing strategies. Multiple options exist. Ask directly in the store, send out a text message or email afterward with these questions, or encourage sharing feedback on a social media poll or site-based review system.
Three of the most important follow-up questions to improve customer communication include:
- How did you hear about us?
- How do you prefer to interact with the brand?
- Do you want to opt in for a newsletter or other group to receive information and special offers?
Upsell and cross-sell questions for smart sales reps
The more information you have about a customer's interests and desires, the easier it is to offer them other jewelry pieces that will make them happy. A question like, “Have you thought about what you wear with this ring?” can quickly be followed up with a suggestion for a complementary necklace or bracelet. If the gift is for someone’s mother, why not suggest buying a similar item for their mother-in-law to improve that relationship?
While these types of powerful questions can facilitate easier sales in the store or through virtual customer service interactions, their real power comes from providing data you can use to build a long-lasting relationship. Record everything in Clientbook and use it to streamline promotions and offer personalized recommendations down the road.
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