January 2020 - Lab Grown Magazine

January 2020 | LG | The Lab Grown Diamond Resource Book 12 Here are a few TIPS to help you successfully SELL LAB-GROWN DIAMONDS Tip #1 When it comes time to show your customer diamonds, show both mined and lab- grown. Explain the difference so your customers understand what their options are and then let them choose. Consumers appreciate options, which means they’ll more likely buy from you if you’re the one offering it to them.Most customers aren’t just going to shop at one store. They shop around and if you aren’t the one giving them different choices, your competitors will and you’ll likely lose sales because of it. So get out in front and start taking sales from your competitors that aren’t offering lab-grown. If your customer has a set budget or ideal price range, keep them at the same price point when showing lab-grown. You can show your customer the best mined diamond they can get at that price point and then show them the best lab-grown diamond in the same budget. It’s going to be bigger and/or nicer and the customer can then choose. You don’t want to move your customer to a lower price point. It’s obvious right? But a lot of jewelers are making this mistake so don’t be one of them. Keep the customer’s budget the same. Don’t sell a lower price point. Tip #2 Offer lab grown diamonds to every customer and let them choose. Tip #3 Educate your customers with correct information about lab-grown diamonds. There are persistent myths regarding lab-grown diamonds coming from powerful interests who don’t appreciate competition in the market. Understanding that your customers may come across false information when shopping around and that you can be the leader in education will give you a noticeable edge over your competition. By examining the myths, you can help your clients understand the truth about lab-grown diamonds and stand out in the industry as a thought and education leader. >>