17 Tips from experts on selling watches smarter

  1. Get excited about the product. Your enthusiasm will be contagious.
  2. Educate yourself about watches – both the brands your store carries, as well as those that your competitor sells. If a customer asks about a watch that you do not carry, you’ll be able to suggest a similar manufacturer or style.
  3. If you don’t know the answer, don’t fake it.
  4. Never say outright that you do not know the answer to a customer’s question. Instead, tell customers: “I’ll look into that.”
  5. When showing expensive watches, wear one, not two gloves. One glove suggests care and prestige, while two can be pretentious and off-putting.
  6. Always use a tray to handle merchandise at the counter and whenever you move it from one showcase to the next.
  7. Keep your customer database up-to-date and develop a follow-up system to contact store visitors who buy, as well as those who do not.
  8. To avoid confusing customers who know little about timepieces, never introduce them to more than three brands in a single visit.
  9. Regularly invite representatives from every watch manufacturer represented in your store to provide training sessions for your sales staff.
  10. Invest in a repair service.
  11. Allow the customer to try on product, and keep mirrors at the ready.
  12. Encourage sales associates to nurture their own, innate sales style.
  13. Particularly when selling women’s timepieces, talk about the role of watches as stylish accessories.
  14. Emphasize a watch’s aesthetic value and reference seasonal fashion trends.
  15. Designate specific sales associates to become experts on various brands – that way, you’ll have a go-to person for times when tough product questions arise.
  16. Encourage associates to develop vocabulary they feel comfortable using to describe timepieces’ details to customers. Urge them to avoid intimidating jargon.
  17. When narrowing down the selection, show either one, three or five watches to make the choice easier. Six is too many, and could overwhelm a prospective buyer.

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