In the rush to assist, many jewellery professionals default to opening the display case and presenting products before understanding the customer’s preferences or intentions. While well-meaning, this habit can create pressure or confusion, especially if the selection does not align with what the customer wants. It often results in a polite decline rather than a meaningful conversation, and the opportunity to build rapport is lost.
A More Effective Approach
Shift from showing to asking. Begin with open-ended questions to understand the occasion, preferences, or emotional significance behind the visit. By drawing out the customer’s motivations first, you create space for tailored recommendations and demonstrate genuine interest. This positions you as an attentive consultant rather than a transactional seller.
Putting It Into Practice
When a customer approaches the counter, ask: “Are you celebrating something special today?” or “Is there a particular look or feel you’re imagining?” Only after they respond should you select a few pieces that directly relate to their story or criteria. This way, every item shown becomes part of a curated experience rather than a random display.
The Impact on Engagement
Customers feel more understood and valued when the interaction is centred around their needs. This builds trust early in the conversation and encourages a more relaxed and emotionally engaged response. Instead of browsing passively, the customer becomes an active participant in selecting something meaningful.
The Professional Advantage
Practising this approach consistently enhances your ability to read customers and tailor your service. It sharpens your questioning technique and deepens product knowledge through purposeful selection. Over time, it builds a reputation for thoughtful, personalised service—something that cannot be replicated online or through automation.
The Big Picture
“Customers no longer buy products. They buy better versions of themselves.” — Harvard Business Review, ‘Branding in the Age of Social Media’
