February 2024 | Lab Grown Magazine

February 2024 | The Lab Grown Diamond Resource Book 22 Mailed to 24,000 Jewelers Monthly - To advertise call (888) 832-1109 | February 2024 23 The 2024 Sales Psychology It's not surprising that a vending machine didn't make the new Tiffany interior sketches. "Vending machines are clumsy, outdated and don't speak to luxury," said a former Tiffany executive. That individual was escorted out after voicing constant concerns about installing such. While the iconic diamond brand maintains an elevated and sophisticated presence, they often leverage calculated risk. Whimsical interactive in- store attractions invite younger customers while keeping their luxury namesake on a pedestal. "We've integrated uniquely playful displays that reflect the wit and humor of Tiffany to create a one- of-a-kind experiential destination," said Richard Moore, Creative Director of Store Design and Creative Visual Merchandising at Tiffany & Co. As for vending machines, credit card activated teal blue devices are retro appearing, but won't dispense candy. These machines release Tiffany fragrances. The sales psychology: deliver unexpected interaction and make visitors feel in control via self-shopping while conditioning them to reach for their wallet. Something Blue A North New Jersey jewelry salesperson is a consistent top performer. “He’s a sales magician!” the storeowner exclaimed. “He closes more sales in a day than our competition does in a week!” I was invited to witness how this over achiever works his magic. No slight of hand was found, but there were a lot of customer-initiated handshakes. I also noticed a lot of friendly eye contact. That, and the wearing of blue. Some Tiffany & Co. European stores offer a French style concession stand. A nod to LVMH’s country headquarters and an inviting, self-serve way to increase shopping time with in-store refreshments. Photo: Tiffany & Co. Attorneys frequently wear navy blue in court and advise their clients to do the same. Humans equate a deep blue hue to honesty, and this sales executive always wears something blue. It could be his suit, shirt, or his tie. On some days he'll wear all three - that's “my trifecta ensemble," he said. He references the legendary English rhyme, "Something old, something new, something borrowed, something blue." This phrase is meant to impart good wishes to the newly married couple. Blue is one of the world's leading colors, if not the most popular. The color blue also symbolizes trust, hence the phrase "true blue." There's much more to great sales than wearing a certain color, however. Here's your chance to eavesdrop on a masterful LGD conversation. The salesman allowed me to record his talking points to repurpose them here. The Walk Around It was obvious the optics of this jewelry store wasn't contributing to this salesperson's mega success. This retailer’s incase layout was traditional and dated. "That's why I don't stand behind the counter," this seasoned salesman said. "I always come to the customer - no barriers." While the store is stocked with tasty refreshments, he doesn't use that offer for the couple he’s about to meet. He does ask a consistent opening question, though: "What brought you here today?" This open- ended inquiry allows him to hone-in on the shopper's intentions. This couple is engagement ring shopping and they have done their diamond grading research. They are fixated on diamond value and price. They're also enamored by LGDs and reference they have "a busy day ahead of them." What happened next was a reason for the couple to be seated. Instead of showing engagement rings, this sales person surprises his shoppers with a small tray of loose LGDs. "This month I'll be celebrating thirty-five years of helping couples find their right ring. My job is to prepare you so when you walk out you'll know you did well - no matter where you go and what diamonds you look at." The couple slowly nods in approval and inches closer to the stones. “A lot of diamond sales people will reference color, but it's actually a colorless white diamond you seek. Focus on what you can see,” he emphasized. “If you have the money, the whiter the better. 'D,' 'E' or 'F' are completely colorless. 'G,' 'H,' 'I,' and "J" are near colorless."