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The New Jewelry Salesperson - Your Next Hire

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The New Jewelry Salesperson
Your Next Hire for the Digital Age
fruchtman.com
Shane O’Neill - VP, Fruchtman Marketing

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The New Jewelry Salesperson - Your Next Hire for the Digital Age
A Change in Communication
For the past decade we’ve been ...

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The New Jewelry Salesperson - Your Next Hire for the Digital Age
What are “Sales” Anyway
Well, there is the obvious… someo...

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The New Jewelry Salesperson - Your Next Hire

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For the past decade we’ve been talking about how digital marketing and the move to online has changed how businesses market themselves… but what about how this technology should be changing the jewelry salesperson.

Marketing, specifically digital marketing, is very sophisticated and unless you have in-house people who are well trained even certified in things like paid search, SEO, Facebook advertising, etc, you should leave those efforts to professionals. However, any agency you work with should or will need various assets to help them do their job more effectively. We'll look at how taking a fresh approach to hiring staff and identifying their intangible traits that can help create more curated content and manage online assets such as the store website and product photography.

For the past decade we’ve been talking about how digital marketing and the move to online has changed how businesses market themselves… but what about how this technology should be changing the jewelry salesperson.

Marketing, specifically digital marketing, is very sophisticated and unless you have in-house people who are well trained even certified in things like paid search, SEO, Facebook advertising, etc, you should leave those efforts to professionals. However, any agency you work with should or will need various assets to help them do their job more effectively. We'll look at how taking a fresh approach to hiring staff and identifying their intangible traits that can help create more curated content and manage online assets such as the store website and product photography.

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The New Jewelry Salesperson - Your Next Hire

  1. 1. The New Jewelry Salesperson Your Next Hire for the Digital Age fruchtman.com Shane O’Neill - VP, Fruchtman Marketing
  2. 2. The New Jewelry Salesperson - Your Next Hire for the Digital Age A Change in Communication For the past decade we’ve been talking about how digital marketing and the move to online has changed how businesses market themselves… but what about how this technology should be changing the jewelry salesperson. An ideal sales person should be multi-talented and tech savvy fruchtman.com
  3. 3. The New Jewelry Salesperson - Your Next Hire for the Digital Age What are “Sales” Anyway Well, there is the obvious… someone making a purchase, but how do you get that to happen? Market Your Business Have a good salesperson who knows how to sell. Work your book of clients, which include call downs. All part of the typical Sales Funnel… but that’s antiquated. fruchtman.com
  4. 4. The New Jewelry Salesperson - Your Next Hire for the Digital Age In the New Sales Funnel… Pie, Some of the Tools Have Changed There are all types of sales funnels out there. Some are simple and some are more complex. 6,7,8, 10 or 12 point sales funnels and so on. However, there really only need to be three points: 1. Awareness 2. Consideration 3. Decision fruchtman.com
  5. 5. The New Jewelry Salesperson - Your Next Hire for the Digital Age The New Sales Funnel… Pie fruchtman.com
  6. 6. The New Jewelry Salesperson - Your Next Hire for the Digital Age So What Do We Mean By “Tools Have Changed”? Well, the same “tech” that has changed how people shop online has changed how people communicate as well. Email is an example and has been around for decades, but now there are many ways to communicate with customers online, including website forms, pop-ups. In addition, people communicate using social media, texting, etc. Let’s go back to email and look at an example of how tech can create a better customer experience. fruchtman.com
  7. 7. fruchtman.com The New Jewelry Salesperson - Your Next Hire for the Digital Age People are tired of boring and robotic emails. With Bonjoro, you'll get your message through in the most human and personal way possible… face to face, meaning each recipient will trust, listen and respond to you. Use the Bonjoro mobile app or web recorder to send an engaging video to your customers.
  8. 8. The New Jewelry Salesperson - Your Next Hire for the Digital Age Social Media - Clienteling Social Media is another way to both clientele and market your store. ● Some top performing salespeople connect to their customers socially ● Develop personal relationships ● Post about sales, events or holiday gifting ● Creates a new level of customer service fruchtman.com
  9. 9. The New Jewelry Salesperson - Your Next Hire for the Digital Age Creating Content Millennials will be 25-40 in 2021 and are now a over 35% of the workforce ● Whether you work with an agency or not, original content is needed ● Millennials are highly technical with experience in many forms of social content development including photography and video ● Simple content generated in-store or in the community is beneficial on many levels fruchtman.com Remember: Millennials aren’t the only tech savvy people!
  10. 10. The New Jewelry Salesperson - Your Next Hire for the Digital Age The Interview Process With millennials becoming an ever growing cornerstone to the workforce, it’s important to change the interview process and discover intangible assets that bring added value to your business. Doesn’t need to be limited to salespeople fruchtman.com
  11. 11. The New Jewelry Salesperson - Your Next Hire for the Digital Age Creating Content - The Content Curator A Content Curator is the in-store person who leads the charge to collect and cultivate original content. ● Produce content in-house ● Engage with employees to create content ● Post or share content with marketing partner fruchtman.com
  12. 12. The New Jewelry Salesperson - Your Next Hire for the Digital Age Creating Content - Photography fruchtman.com
  13. 13. The New Jewelry Salesperson - Your Next Hire for the Digital Age fruchtman.com
  14. 14. Photography - Creating Website Products The New Jewelry Salesperson - Your Next Hire for the Digital Age fruchtman.com
  15. 15. The New Jewelry Salesperson - Your Next Hire for the Digital Age Creating Content - Video Video typically shows better user engagement as well as costs when doing social advertising. ● Facebook promoted posts ● Facebook Live ● Instagram IGTV ● YouTube Channel ● fruchtman.com
  16. 16. The New Jewelry Salesperson - Your Next Hire for the Digital Age Website and Inventory Management It’s not uncommon for college graduates in the past 10 years or so to also have experience in website management, especially with a marketing or creative degree. fruchtman.com
  17. 17. The New Jewelry Salesperson - Your Next Hire for the Digital Age Website and Inventory Management One of the biggest issues for independent jewelers is managing in-stock inventory on their website. Any solution will require work to be done. It’s the reality of new retail. ● Connect your POS to your website ● Manage product manually fruchtman.com
  18. 18. The New Jewelry Salesperson - Your Next Hire for the Digital Age Website and Inventory Management Making basic changes to your website, such as changing images or copy, should be fairly easy. However, if you need to use a third party to do these updates, it can take longer than you’d like. Having someone on staff who can manage product management and simple tasks will greatly improve the online experience. fruchtman.com
  19. 19. The New Jewelry Salesperson - Your Next Hire for the Digital Age A Final Note Typically, individuals with the the attributes we’ve discussed today have another valuable trait… CREATIVITY! And that’s a trait that can help with all aspects of your business! fruchtman.com
  20. 20. Thanks for Watching! fruchtman.com

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