5 Ways to Build a Relationship with the Happy Couple
You’ve journeyed with your customer for the last three weeks. From examining endless ring styles to evaluating multiple diamonds, your client finally says “I do” to the ring. But your union doesn’t end there. Here are five post-sale tips to help you to follow through with opportunities after the engagement ring sale.
1. Bridal Party Gifts
Remember that the engagement ring is just the preview of the main event: the wedding! While you’re closing that sale with the happy couple, remind them that you sell more than just engagement rings. Be sure to lead them to merchandise in your store for day-of-the-wedding wear as well as bridal party gifts. Engravable items are great choices for these special people. Our top suggestions are featured below. And for even more great ideas, read “Gifting the Bridal Party.”
2. The Groom’s Band
Congrats, you’ve won the engagement ring sale. But if you’re like most jewelers, you might now secure the sale for the groom’s band. While the groom is forking over two months of his salary (or more) for his fiancée’s ring, remind him that you will be there when he’s ready to choose his band. Great up-sells for the bands include engraving, special finishes, and laser patterns.
3. A Cleaning Schedule
When you sell an engagement ring, remind them to keep their purchase looking its best. Make a note to call them when it’s time for a cleaning. And let them know you’ll check the prongs at the same time. A regular cleaning schedule brings them into your store more often, strengthening your relationship.
Bonus tip: Here’s one of our favorite post-sale tips. Keep track of the couple’s special day. And when their anniversary rolls around, send them a hand-written congratulatory note inviting them in for a free cleaning. This thoughtful gesture won’t go unnoticed, we promise!
4. Rhodium Plating
Jewelers have different views about selling gold in anything but its original color. But like it or not, white gold is here to stay. For customers who choose it, make sure you explain that rhodium plating can keep that ring looking beautiful. Focus on relationship building by inviting them back to re-plate their ring.
Need to brush up on your rhodium plating skills? Check out the video below for help plating white gold.
5. Appraisal and Insurance Policies
A pretty important to-do list comes with the purchase of a diamond engagement ring. Of course, most first-time buyers won’t be familiar with what’s required. So as their trusted adviser, it’s your job to fill them in. After you’ve made the sale, explain to customers the importance of having their new investment appraised and protected by an insurance policy. Plus, many insurance companies give jewelers rebates for selling their policies.
If they purchase a Red Box Diamond®, they receive one-year of complimentary insurance on the stone — another reason to choose these individually graded diamonds.
Selling an engagement ring makes you more than a jeweler to your customers; it makes you a part of their magical experience. Build on the trust you’ve established by providing service and important information after the sale. You might find that you’ll become a life-long friend and partner in the process.
What’s your strategy for keeping in touch with customers after the big sale? Share your post-sale tips below!
Editor’s Note: This post was originally published on January 19, 2015 and has since been completely revamped for accuracy.